(A)kulturowe i (a)kulturalne gry komunikacyjnojęzykowe we współczesnych tekstach reklam

The article discusses the subject of some (popular) communicative-linguistic games in the context of broadly understood games 'in cultures', based on modern advertising texts broadcast by the media. The analytical material gathered consists of over four hundred advertisements from television, newspapers and the Internet. The problems presented in the article, which concern the mechanisms, methods and spheres of function of communicative-linguistic games within advertising texts, have been divided into two thematic blocks: 1) games 'in (a)cultures' on a communicative-linguistic basis (such as the use of semantic ambiguity of lexemes, verbal folklore, paronomasia and fetishism of cultural patterns); 2) games 'in (a)culture of language' (dissemination of language culture breaking the rules of linguistic political correctness).