Językowo-kulturowa analiza sloganów reklamowych marki Żubr

Abstract

The aim of the paper is to analyse slogans of the Żubr brand in a linguo-cultural perspective. The focal issues of the study are the following aspects: creating the connotative potential of the names żubr (‘bison’, the name of theanimal) and Żubr (the beer brand name), using nature as a topos as wellas referring to the local color of the region of Podlasie. The cultural dissonance implementation and the ritualization references are also discussed. The linguistic aspects of the analysis comprise the use of lexis and fixed expressions, both intheir standard and modified forms. Moreover, the intertextuality of the slogansis analyzed. The research study shows that thanks to the development of theadvertising conception, the slogans of this brand play an important role in the creation of the brand on the market and the enhancement of its position.