What is it about?
The paper offers a new model of context (Stratified Model of Context), neatly dividing its elements into three spheres, each of which differently supplements the message expressed by language in advertisements. Drawing upon a modified version of Kecskes' (2008) Dynamic Model of Meaning, the paper illustrates the ways in which meaning is communicated in TV commercials. The illustrative material is a collection of 20 Polish commercials for erection stimulants.
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Why is it important?
The paper presents a new conceptualisation of context which makes it possible to explain in a better way the ways in which contectual cues participate in the construction of advertising messages.
Perspectives
The paper is a result of a few years of searching for an optimal formulation of the model of context, in hope to create a new explanatory analytic tool for multimodal communication in ads.
Adam Wojtaszek
University of Silesia, Katowice
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This page is a summary of: Selective foregrounding of contextual elements as a form of message enrichment in advertising, Lege artis Language yesterday today tomorrow, November 2025, Faculty of Social Sciences, University of Saints Cyril and Methodius,
DOI: 10.34135/lartis.25.10.2.11.
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