Wartościowanie języka i tekstów kultury : konteksty edukacyjne

The paper focuses on stylistic features of advertising texts. The analysis includes advertisements that in their iconic and/or verbal sphere refer to the broadly defined culture, and especially to its Europe-an heritage. Colloquial language (and/or socio -dialects) is the source of the expressive lexis. In turn, artistic masterpieces (above all, the paintings of the popular masters) are the source of the iconic inspiration. Both types of sources are rooted deeply in audience’s consciousness, and they both form a derivative ground for the persuasive purposes, which are paramount in the language of advertise-ments. In our opinion, a young consumer should be prepared and trained in the interpretation of advertisements during school education, so that he or she can decide responsibly about shopping in adulthood