К вопросу о реализации языкового юмора в тексте современной польской и русской рекламы

Abstrakt

The realisation of the linguistic joke in the text of the modern Polish and Russian advertising

The article contains an examination of the chosen linguistic elements used in order to create a linguistic joke as one of the means of important persuasive measures in the modern Polish and
Russian advertising texts. The characteristics of the chosen linguistic elements and mechanisms which structure the advertising text sanction a conclusion that their use in advertising is connected with the illocutionary function of this text genre.