OXYMORAL

 

 

 

The article in Jednostki jezyka w systemie i v tekście 6 (Katowice: Wydawnictwo Naukowe Śląsk, 2025, pp. 263-280) deals with the problems of semiotic heterogeneity of commercial advertising as a polycode text. The interest of linguists in semiotically heterogeneous texts is associated with the increasing role of non-verbal information both in everyday communication and in literature. In this regard, the aim of the article is to highlight the main properties of polycode texts represented by the texts of Slovak social and commercial advertising, combining all the general patterns of modern semiotically heterogeneous texts. The introduction provides a concept of one of the synthetic phenomena of the last decades – a polycode text and its widest representation in advertising. This part also discusses the formation of semiotics as a separate branch of scientific knowledge, as well as the formation of a new semiotic reality of a synthetic, polycode type. In the first part the attention is focused on the issue of functioning the polycode text in the advertising space. In the second part it is discussed the problem on media and advertising text codes. The third part provides specific examples of semiotic heterogeneity of advertising texts in Slovak commercial advertising with independently developed comments on individual examples. In conclusion there is a summary of investigated problems.

 

The article was funded by the EU NextGenerationEU through the Recovery and Resilience Plan for Slovakia under the project No. 09I03-03-V04-00670 Inverted Morality: Reversed Semantics in Old Church Slavic Moral Words (OXYMORAL).