Komercyjny obraz sztuki jako narzędzie gier reklamowych

The article focuses on the attempt at describing the commercial image of art as a tool of advertising games. The examples of advertisements selected for the presentation were analysed and interpreted using pragmalinguistic and cognitive research concepts. The problem of the advertising strategy described was discussed in two thematic categories: 1) direct references 2) indirect references to works of art and their typology by recognizing the mechanisms responsible for their creation and classifying the basic means which accompany such creation. The problem described was looked at within the context of communication and linguistic games, understood within a very wide sociocultural context of functioning.