Browsing by Author "Kacprzak, Alicja"
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Item Les discours de l’identité féminine dans les publicités automobiles(Wydawnictwo Naukowe UAM, 2012-12-30) López Díaz, Montserrat; Kacprzak, AlicjaThe article analyzes the way in which the modern car-advertisement defines the identity of women as potential purchasers – to whom it is designed to get through. The research includes language and iconic instruments by which this type of advertisement aims to create a feminized market of products formerly recognized as traditionally masculine. The identification of the addressee of each publicity material might be subsumed under a set of stereotypes, thus enabling advertisers to get across their message using the code of addressee’s own values. The present paper concentrates on the linguistic specifity of the ads for high-tech goods (automobiles) targeting the feminine public and eventually points out their high degree of markedness according to the sex of addressees. Discourse analysis and a closer look at linguistic means appearing in French, Spanish and Polish automotive commercials both reveals a stereotyped woman’s image and shows how they happen to perpetutate it.Item Structures hiérarchiques en terminologie - l 'hyperonymie(Wydawnictwo Naukowe UAM, 2001) Kacprzak, AlicjaAlong with antonymy and synonymy, hyperonymy is one o f the basic semantic relations in lexis. In specialistic terminologies the status of hyperonymy seems to be exceptional since this type o f vocabulary reflects the hierarchic character so typical for many fields o f science. This article presents the phenomenon o f hyperonymy in the language o f medicine in which it does not only perform the task o f ordering terminology, but is also an important factor which is a condition o f creation o f new terms.