Styl reklamowy w perspektywie trzech paradygmatów współczesnej stylistyki

The paper aims to verify the status of the language being used in advertising practice as a fragment of the stylistic system of Polish. The author examines in details the relations between the ways language is used in advertising and the three contemporarily relevant linguistic theories of style: the functional, the pragmatic and the cognitive one. The conclusion is that the language of advertising cannot be qualified as a functional style, whereas it can be distinguished as a style only when pragmatic and/or cognitive factors are taken into account.