Reklama handlowa w dawnym Krakowie: Praktyki komunikacyjne

Abstract

TRADE ADVERTISEMENT IN OLD KRAKOW: COMMUNICATION PRACTICES The main objective of the article is describing communication practices of the community of trading and advertising discourse against the background of the historic, economic and social reality which surrounded Krakow inhabitants in the 19th century and in the interwar period (1850–1939). These practices are related to the ways of both understanding and writing about the phenomenon of advertisement (shaping specialist language concerning advertisement), and to identification of Krakow companies, expressing linguistic politeness and using various communication patterns depending on the channel and form of communication. The sources used to write this work include many different materials that constitute a large collection of texts representing different forms of advertisement, such as press adverts, leaflets, postcards, posters, placards and notices, packaging materials, labels, folders, company catalogues and information brochures, price lists, company papers (forms, envelopes, notes, bills), other promotional printed materials (e. g. invitations, letters, thematic cook books), as well as radio and film advertisements. Moreover, the linguistic material includes the first Krakow advertising guidebooks and articles about advertisement. The method used in this paper is discourse analysis taking into account the approach that integrates various methodologies related to pragmalinguistics, including the theory of speech acts or the grammar of politeness, as well as text linguistics, multimodality, onomastics, semantics, lexicology, and corpus linguistics.