The language of advertising campaigns and the creation of attitudes on example of promotive action „Young in Lodz”

Abstract

The article is titled ‘The language of advertising campaigns and the creation of attitudes on example of promotive action Young in Lodz’. Influencing on present economy mechanisms, world and people are based on marketing strategies. The advertisement is one of the most effective instruments of influence. Article presents linguistic holds and rhetorical applied in promotive campaign Young in Lodz in 2008 year. There are a lot of the modification of well-known expressions and the phraseological relationships, original word connections, metaphors and epithets, diverse the lexics and the stylization of advertising texts on texts, element of movies art, general quantifiers as well as referring on generality sure attitudes and behaviours or dialogues and generic scenes.

In promotive campaign Young in Lodz walked about change of attitudes and behaviours of the occupants’ young city as well as the show, that the Lodz can be city fulfilled dreams.