The Role of English in the Shaping of Polish Marketing Discourse
DOI:
https://doi.org/10.4312/elope.19.2.109-125Keywords:
marketing discourse, marketers’ jargon, post-communist Poland, English borrowingsAbstract
The aim of this article is to show the influence of academic and professional marketing English on Polish marketing discourse. In view of Poland’s transformative role in communist Europe, the paper can be regarded as a pilot study for the discussion of the phenomenon addressed in the context of the experience of other post-socialist nations. The analysis of the adaptation of English borrowings was based on numerous documents, participant observations and interviews. Critical Discourse Analysis with qualitative methods was the main methodological approach. The study shows that Polish marketing discourse is a linguistic-cognitive hybrid of Western and Polish cultures. For this hybrid, English has become both a trigger and a marker, as well as a carrier of the power of Western marketing ideology. Terminological borrowings from English were much needed, but in many situations there were conceptual or linguistic problems with their adaptation.
Downloads
References
Altkorn, Jerzy, ed. 2004. Podstawy marketingu. Kraków: Instytut Marketingu.
Altkorn, Jerzy, and Teodor Kramer, eds. 1998. Leksykon marketingu. Warszawa: Wydawnictwo Ekonomiczne.
Breeze, Ruth. 2013. Corporate Discourse. London: Bloomsbury Publishing.
Bugajski, Marian. 1995. “Przejawy snobizmu w komunikacji językowej.” Poradnik Językowy 3: 30–4.
Bulawka, Hanna Maria. 2006. “English in Polish Advertising.” MA thesis, University of Birmingham. Accessed November 28, 2022. https://www.birmingham.ac.uk/Documents/college-artslaw/cels/essays/appliedlinguistics/BulawkaDissertation.pdf.
Chłopicki, Władysław, and Jerzy Świątek. 2000. Angielski w polskiej reklamie. Warszawa: Wydawnictwo Naukowe PWN.
Cook, Guy. 2001. The Discourse of Advertising. London: Routledge. DOI: https://doi.org/10.4324/9780203978153
Czyżewski, Marek, Sergiusz Kowalski, and Andrzej Piotrowski, eds. 1997. Rytualny chaos. Studium dyskursu publicznego. Kraków: Wydawnictwa Akademickie i Profesjonalne.
Ćwiklińska, Jolanta. 2009. Międzykulturowy transfer wiedzy w polskim dyskursie public relations. Warszawa: Szkoła Główna Handlowa.
Danesi, Marcel. 2015. “Advertising Discourse.” In The International Encyclopedia of Language and Social Interaction, edited by Karen Tracy, Vol. I, 1–10. Oxford: Wiley Blackwell. DOI: https://doi.org/10.1002/9781118611463.wbielsi137
Domański, Bolesław. 2005. “Transnational Corporations and the Postsocialist Economy: Learning the Ropes and Forging New Relationships in Contemporary Poland.” In Linking Industries Across the World: Processes of Global Networking, edited by Eike W. Schamp and Claes G. Alvstam, 147–72. Ashgate: Aldershot. DOI: https://doi.org/10.4324/9781351153928-10
Dunn, Elizabeth C. 2004. Privatizing Poland: Baby Food, Big Business and the Remaking of Labor. New York: Cornell University Press.
Duszak, Anna, and Norman Fairclough, eds. 2008. Krytyczna analiza dyskursu. Interdyscyplinarne podejście do komunikacji społecznej. Kraków: Universitas.
Dyer, Gillian. 1982. Advertising as Communication. London: Routledge. DOI: https://doi.org/10.4324/9780203328132
Fairclough, Norman. 1993. “Critical Discourse Analysis and the Marketization of Public Discourse: The Universities.” Discourse & Society 4 (2): 133–68. https://doi.org/10.1177/0957926593004002002. DOI: https://doi.org/10.1177/0957926593004002002
Firat, A. Fuat, and Alladi Venkatesh. 1993. “Postmodernity: The Age of Marketing.” International Journal of Research in Marketing 10 (3): 227–49. https://doi.org/10.1016/0167-8116(93)90009-N. DOI: https://doi.org/10.1016/0167-8116(93)90009-N
Foucault, Michel. 1977. Archeologia wiedzy. Translated by Andrzej Siemiek. Warszawa: Państwowy Instytut Wydawniczy.
Goddard, Angela. 1998. The Language of Advertising. London: Routledge.
Griffin, Jeff. 1997. “Global English Invades Poland. An Analysis of the Use of English in Polish Magazine Advertisements.” English Today 13 (2): 34–39. https://doi.org/10.1017/S0266078400009603. DOI: https://doi.org/10.1017/S0266078400009603
Grzeszczyk, Ewa. 2003. Sukces. Amerykańskie wzory – polskie realia. Warszawa: IFiS PAN.
Grzmil-Tylutki, Halina. 2010. Francuska lingwistyczna teoria dyskursu. Historia, tendencje, perspektywy. Kraków: Universitas.
Hackley, Chris. 2003. “‘We Are All Customers Now…’ Rhetorical Strategy and Ideological Control in Marketing Management Texts.” Journal of Management Studies 40 (5): 1325–51. https://doi.org/10.1111/1467-6486.00382. DOI: https://doi.org/10.1111/1467-6486.00382
Jaworska, Sylvia. 2020. “Corpora and the Discourse of Advertising.” In The Routledge Handbook of Corpus Approaches to Discourse Analysis, edited by Eric Friginal and Jack A. Hardy, 428–44. London: Routledge. DOI: https://doi.org/10.4324/9780429259982-25
Kaszewski, Krzysztof, and Grzegorz Ptaszek, eds. 2009. “W czym mogę pomóc?” Zachowania komunikacyjnojęzykowe konsultantów i klientów call center. Warszawa: Semper.
Kochan, Marek. 2010. “Mówiony język biznesu.” In Polskie języki. O językach zawodowych i środowiskowych. Materiały VII Forum Kultury Słowa, edited by Małgorzata Milewska-Stawiany and Ewa Rogowska-Cybulska, 140–75. Gdańsk: Wydawnictwo Uniwersytetu Gdańskiego.
Kotler, Philip, Gary Armstrong, Peggy H. Cunningham, and Valerie Trifts. 2011. Principles of Marketing. 8th Canadian ed. New Jersey: Pearson Education.
Kuć, Joanna. 2011. “Nowe profesjolektalne słownictwo polskie (na przykładzie języka zawodowego menedżerów i trenerów).” In Vidy jazyka ajazykovedy. Na počest’ Miloslavy Sokolovej, edited by Martin Ološtiak, Martina Ivanová, and Daniela Slančová, 366–76. Prešov: Filozofická fakulta Prešovskej univerzity v Prešove.
Kurczewski, Jacek. 1994. “Poland’s Seven Middle Classes.” Social Research 61 (2): 395–421. Accessed November 28, 2022. https://www.jstor.org/stable/40971038.
Lisowska-Magdziarz, Małgorzata. 2006. Analiza tekstu w dyskursie medialnym. Przewodnik dla studentów. Kraków: Wydawnictwo Uniwersytetu Jagiellońskiego.
Łuc, Izabela, and Małgorzata Bortliczek. 2011. Język uwikłany w ponowoczesność. Katowice: Wydawnictwo Uniwersytetu Śląskiego.
Martin, Elizabeth. 2002. “Mixing English in French Advertising.” World Englishes 21 (3): 375–402. https://doi.org/10.1111/1467-971X.00256. DOI: https://doi.org/10.1111/1467-971X.00256
Mautner, Gerlinde. 2015. “Marketization of Public Discourse.” In The International Encyclopedia of Language and Social Interaction, edited by Karen Tracy, Vol. III, 1–6. Oxford: Wiley Blackwell. DOI: https://doi.org/10.1002/9781118611463.wbielsi132
Murdoch, Anna. 2000. Język public relations. Jak promować firmę. Warszawa: Poltex.
Ożóg, Kazimierz. 2007. Polszczyzna przełomu XX i XXI wieku. Wybrane zagadnienia. Rzeszów: Wydawnictwo Uniwersytetu Rzeszowskiego.
—. 2008. “Współczesna polszczyzna a konsumpcjonizm.” In Współczesna polszczyzna. Stan – perspektywy – zagrożenia, edited by Zofia Cygal-Krupa, 59–68. Kraków: Księgarnia Akademicka.
Piróg, Krzysztof. 2009. “Wiedza i władza w ujęciu Michela Foucaulta.” In Wiedza – władza, edited by Jan Szymczyk, Mariusz Zemło, and Arkadiusz Jabłoński, 67–78. Lublin: Wydawnictwo KUL.
Potulicka, Eugenia, and Joanna Rutkowiak. 2010. Neoliberalne uwikłania edukacji. Kraków: Wydawnictwo Impuls.
Serazio, Michael, and Wanda Szarek. 2012. “The Art of Producing Consumers: A Critical Textual Analysis of Post-communist Polish Advertising.” European Journal of Cultural Studies 15 (6): 753–68. https://doi.org/10.1177/1367549412450638. DOI: https://doi.org/10.1177/1367549412450638
Smoleń-Wawrzusiszyn, Magdalena. 2018. Polskie dyskursy marketingu. Perspektywa lingwistyczna. Lublin: Wydawnictwo KUL.
Stępowski, Robert. 2016. Komunikacja marketingowa 2030. Technologiczna rewolucja i mentalna ewolucja. Lublin: Wydawnictwo Słowa i Myśli.
Sztucki, Tadeusz. 1998. Encyklopedia marketingu: definicje, zasady, metody. Warszawa: Placet.
Warchala, Jacek. 2015. “Na granicy prawdy i obiektywności. Informowanie czy perswadowanie w dyskursie publicznym (medialnym).” Studia Pragmalingwistyczne VII: 11–28.
Wasilewski, Jacek. 2010. “Język marketingu – od marketingowców do specjalistów od marketingu.” In Polskie języki. O językach zawodowych i środowiskowych. Materiały VII Forum Kultury Słowa, edited by Małgorzata Milewska-Stawiany and Ewa Rogowska-Cybulska, 176–200. Gdańsk: Wydawnictwo Uniwersytetu Gdańskiego.
Witkowski, Maciej. 2007. Menedżer czy antropolog? Jak powstaje dyskurs międzykulturowego marketingu i zarządzania. Dąbrowa Górnicza: Wydawnictwo WSB.
Wojcieszuk, Piotr. 2008. “Marketing jako dyskurs kultury.” Kulturoznawca w świecie gospodarki – Kulturoznawca w świecie gospodarki 1: 116–32.
Zimny, Rafał. 1995. “Wartościowanie i magia w języku reklamy.” In Kreowanie świata w tekstach, edited by Andrzej M. Lewicki and Ryszard Tokarski, 239–54. Lublin: Wydawnictwo UMCS.
Zurawicki, Leon, and Kip Becker. 1994. “Marketing Issues and Strategies for Change in the Centra/Eastern European and CIS Countries.” Journal of Euromarketing 3 (2): 61–90. https://doi.org/10.1300/J037v03n02_05. DOI: https://doi.org/10.1300/J037v03n02_05
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Magdalena Smoleń-Wawrzusiszyn
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors are confirming that they are the authors of the submitting article, which will be published (print and online) in journal ELOPE by Znanstvena založba Filozofske fakultete Univerze v Ljubljani (University of Ljubljana, Faculty of Arts, Aškerčeva 2, 1000 Ljubljana, Slovenia). Author’s name will be evident in the article in journal. All decisions regarding layout and distribution of the work are in hands of the publisher.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit their self to defend the interests of the publisher, and shall cover any potential costs.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
