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Abstract

The essence of advertising lies very often in unusual and surprising juxtapositions of apparently incongruous elements, which nevertheless successfully combine in producing a coherent and understandable message. A vital role is performed by a skillfully engineered context, which allows for simultaneous activation of certain otherwise inconspicuous senses and the construction of novel and attractive connections. Such theoretical proposals as Lemke’s traversals (2001; 2005), Fauconnier and Turner’s Conceptual Blending Theory (1998; 2002) and Kecskes’s Dynamic Model of Meaning (2008) seem to describe many vital aspects of the phenomenon in question. It is in advertising that we often come across the linking of elements by transgressing naturally existing borders between domains which are unrelated, and we are invited to map onto one another different mental spaces on the basis of their salient analogy or identity, and indulge in creative riddle-like exploration of contextual elements in order to reconstruct the intended message. These techniques’ true power lies in their ability to blur the distinction between ‘the real’ and ‘the imagined’ to such an extent that certain irrational but attractive connections, implanted in the minds of the audience, contribute to subsequent decisions in the real world. The present study attempts to uncover the ways in which certain unrelated elements are skillfully brought together in a context which allows for such a juxtaposition in selected Polish TV advertisements for various medicine and health-related products. The method employed is an in-depth content analysis of the material, followed by an attempt to integrate the identified mechanisms with the models of meaning-making mentioned above. The results will hopefully help in better understanding of the ways in which particular components of the context may interact with the message expressed verbally or pictorially in the construction of multilevel meanings in advertising communication.

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Authors and Affiliations

Adam Wojtaszek
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Abstract

This paper presents a comparative study on the anatomy of the Antarctic hairgrass (Deschampsia antarctica É. Desv.) from natural populations of two distant maritime Antarctic regions: the Argentine Islands (Antarctic Peninsula region) and the Point Thomas oasis (King George Island, South Shetland Islands). Comparison of D. antarctica plants from natural populations of Argentine Islands region and plants originated from seeds of these populations cultivated in vitro also was made. Additionally anatomical features of Deschampsia antarctica were compared with ones for D. caespitosa. The results of our study do not provide enough evidence to assert more pronounced xerophytic anatomical features in D. antarctica plants from more harsh conditions of Argentine Islands region. Such features (both qualitative and quantitative) of D. antarctica mainly depend on local conditions, and not on the latitudinal or climatic gradient. In both regions it is possible to find individuals that represent different ecotypes which are adopted to open arid or more humid habitats. It has been shown that Antarctic hairgrass plants germinated from seeds and cultivated in vitro retain the qualitative anatomy features that are typical to plants from the initial natural populations. This is especially noticeable in the case of plants from Berthelot Island (BE1 study plots), which might indicate a genetic fixation and a manifested differentiation similar to DNA haplotypes or chromosomal forms. However, quantitative characteristics, in particular the epidermis parameters, are subject to changes due to the transfer to more favourable conditions. Also qualitative and quantitative difference of D. antarctica in contrast with D. caespitosa have been described. These differences could be useful for identifying these two species. Additionally the quantitative differences (such as the area of the epidermal cells and the number and size of stomata on the adaxial surface) of Alaskan D. caespitosa grown from seeds were detected in contrast to the naturally grown plants of the same species from Ushuaia.

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Authors and Affiliations

Nataliia Nuzhyna
ORCID: ORCID
Ivan Parnikoza
ORCID: ORCID
Oksana Poronnik
ORCID: ORCID
Iryna Kozeretska
Viktor Kunakh
ORCID: ORCID

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