O roli zaimków w polskich i rosyjskich tekstach reklam zegarków

Abstract

The work contains a grammatical and linguistic analysis of the texts of watch advertisements placed in Polish and Russian press. The research has been carried out on the basis of marketing contents printed among others in the following magazines published in Russia: „Семь дней”, „Домовой”, „Деловые люди”, „Мои Часы”, „Комсомольская правда”, „Культ личности”, „Ведомости” and in Poland: „Twój Styl”, „Cosmopolitan”, „Viva”, „Elle”, „Fokus”, „Vogue”, „Kronos”, „Zegarki & Biżuteria”. The pronouns play an important role in advertising texts. Thanks to them we become aware of persons, objects, circumstances and features, to which they refer not only against a background of a situation in which somebody speaks, but also against a background of a context, e.g. the pronoun we in the content of an advertisement may mean the manufacturer, the seller; We, that is all reading this text; future buyers of the watch. The pronoun вы is used often as well, particularly in watch advertisements printed in Russian press, e.g.: С нами Вы передаете свой стиль следующему поколению (Швейцарские часы Патек Филипп – Patek Philippe). In watch advertisements printed in Polish press often appears the pronoun you, e.g.: Is it You? (advertising of the SEIKO watch, Spring Driver – chronograph). The purpose of the use of pronouns in advertising texts is to establish a personal contact with customers, it brings the identification of a potential buyer with a group possessing or wanting to have the given product. The advertisement text of such type has a wide readership; it can refer to each reader. In the summary of the paper there have been discussed cultural aspects of the language of watch advertisements as well as the function and role of pronouns appearing in commercial texts, usually written on commission and sponsored.