http://hdl.handle.net/11716/6027 2026-04-30T02:27:14Z http://hdl.handle.net/11716/6047 Dlaczego reklama może być interesująca dla literaturoznawcy? Sosin, Beata Klaudia The interest in interdisciplinarity in contemporary culture in Poland goes back to the turn of 1980-ties and 1990-ties. It also encompasses the sphere of communication which is the meeting point of two important areas, namely the study of the new media (commercials) and the theory of literature. The very approach towards the media has been transformed from the passive to the critical one. The research, however, lags behind such changes as it is very difficult, for the literature specialist to depart from the model of culture represented by the book, a symbol of the linear literature, towards the medial culture whose metaphor is TV or the Web. The essay investigates advertising which influences us by using metaphor, among others, or intertextual associations, not only as “an icon of the consumer culture” but as the one that has a co-creative power. It also answers the question of why academics should analyse advertising. In the section devoted to the metaphor, the issue is considered whether it functions merely as a rhetorical figure with autotelic functions; whether it is a descriptive factor (communication and description); or whether, first of all, it influences connotation of the message (additional informative and aesthetic or emotional values created through associations). The conclusion is reached that in the commercial, the metaphor is primarily a model of cognition, a figure of thought, and not just a stylistic device. 2004-01-01T00:00:00Z http://hdl.handle.net/11716/6046 Użytkowa i poetycka funkcja metafory. O metaforze maszyny w analizie organizacji przedsiębiorstw i w poezji Marczyk, Krzysztof The present article compares (cognitively) a poetic metaphor of the machine with the so- called organisational metaphor of the machine which functions in the analysis of enterprise structure. The analogy between the style of futurist poetry and the company management style was observed in the common mechanistic image of extra-linguistic reality. Text analysis proved that the machine metaphor is of interdisciplinary character and does not only combine linguistics and neuroscience but also literature, economy and everyday living. 2004-01-01T00:00:00Z http://hdl.handle.net/11716/6045 Gry intertekstualne na tekście filmowym : opis mechanizmów Ogonowska, Agnieszka The author focuses on the problem of intertextuality considered in the context of iconic texts. A considerable emphasis is put on the analysis of ways of comprehending the relations between texts and typology of those relations using the example of a film, video clip or commercial. The issue of auto-subject as a peculiar type of intertextuality and communication games with the recipient are devoted special attention to in the article. What constitute the framework of all analysed problems are the changes in the contemporary culture, including the audiovisual landscape in its broad perspective. 2004-01-01T00:00:00Z http://hdl.handle.net/11716/6044 Tęsknota za realnością. Psychologiczna interpretacja odwołań do malarstwa i rzeźby w poezji Zbigniewa Herberta Cieszyńska, Jagoda The author searches for an answer to the question of the sense of spatially expressed poetry through “quotations” of painting and sculpture. She discovers frequent references to spa- tiality of painting, sculpture and architecture in Zbigniew Herbert’s poetry, and she tries to explain those in terms of the functioning of the left and right brain hemispheres. In the binary opposition between visual signs (spatial, right-hemispheric) and language signs (temporal, left-hemispheric) additional meanings are found, which are attempted to be synthesized by the author. 2004-01-01T00:00:00Z