„Gdy jeden uśmiech wywołuje tyle radości, warto zadbać o niego z Colgate”. Leksykalny obraz zębów i uśmiechu w opisach reklamowych pasty Colgate

Abstract

The article presents a lexical picture of teeth and smile based on the marketing descriptions of Colgate toothpastes. In the collected research material, the terms concerning teeth and smile were characterized and individual expressions related to the discussed nouns were analyzed. In addition, attention was paid to specific marketing tricks and stylistically diverse product descriptions. To sum up, it was emphasized that the manufacturers of toothpastes focus on advertising the pro-healthy functions of the product, convincing about the effectiveness and fast action of the product.

Keywords

• teeth
• smile
• toothpaste
• advertising description