{"metadata":[{"label":{"en":["Access rights"],"pl":["Prawa dostępu"]},"value":{"en":["Attribution, ShareAlike"],"pl":["Uznanie autorstwa, Na tych samych warunkach"]}},{"label":{"en":["Description"],"pl":["Opis"]},"value":{}},{"label":{"en":["Subject and Keywords"],"pl":["Temat i słowa kluczowe"]},"value":{"en":["humour studies","Cultural Linguistics","advertising discourse","cross-cultural studies"]}},{"label":{"en":["Creator"],"pl":["Twórca"]},"value":{"pl":["Stwora, Anna"]}},{"label":{"en":["Title"],"pl":["Tytuł"]},"value":{"en":["The Intricacies of (Debatable) Humour in Advertising: A Cross-Cultural Standpoint"]}},{"label":{"en":["Autor opisu"],"pl":["Autor opisu"]},"value":{"pl":["MPi"]}},{"label":{"en":["Resource Type"],"pl":["Typ zasobu"]},"value":{"en":["text"],"pl":["tekst"]}},{"label":{"en":["License"],"pl":["Licencja"]},"value":{"en":["Creative Commons - Attribution, ShareAlike (CC BY-SA 3.0)","https://creativecommons.org/licenses/by-sa/3.0/pl/deed.en"],"pl":["Creative Commons - Uznanie autorstwa, Na tych samych warunkach (CC BY-SA 3.0)","https://creativecommons.org/licenses/by-sa/3.0/pl/deed.pl"]}},{"label":{"en":["Language"],"pl":["Język"]},"value":{"en":["eng"],"pl":["eng"],"universal":["eng"]}},{"label":{"en":["Identifier"],"pl":["Identyfikator"]},"value":{}},{"label":{"en":["Abstract"],"pl":["Abstrakt"]},"value":{"en":["Given the marked presence of humour in many areas of thought and language, as well as in people\u2019s social, emotional,and aesthetic experiences, it comes as no surprise that humour studies are considered an interesting interdisciplineworth studying. This paper is, therefore, an attempt at joining three academic fields, namely advertising discourse,Cultural Linguistics, and humour studies. The author will enquire into the operation of (debatable) humour appliedin multimodal advertising discourse. She will make the cultural aspect the focus of attention in order to highlight therole of cross-cultural differences in the perception of humour. Based on her previous studies (Stwora 2020a, 2020b)on attitudinal responses to controversial humorous ads in English, she will join in an exploratory discussion with aview to showing the ways in which ad reception may be influenced by the culture-specific force of humour. Workingtowards a more comprehensive outlook on humour in use in the context of advertising discourse, the present paperwill start with a few words on humour in general and on debatable humour in ads. Then, the cultural side of humourwill be discussed. Finally, the author will discuss her research from the cultural standpoint."]}},{"label":{"en":["Place of publishing"],"pl":["Miejsce wydania"]},"value":{"en":["Wrocław"],"pl":["Wrocław"],"universal":["Wrocław"]}},{"label":{"en":["PLMET"],"pl":["PLMET"]},"value":{"en":["https://docs.psnc.pl/spaces/FBCMETGUIDE/overview"],"pl":["https://docs.psnc.pl/spaces/FBCMETGUIDE/overview"],"universal":["https://docs.psnc.pl/spaces/FBCMETGUIDE/overview"]}},{"label":{"en":["Group publication title"],"pl":["Tytuł publikacji grupowej"]},"value":{"en":["Academic Journal of Modern Philology"]}},{"label":{"en":["Location of original object"],"pl":["Lokalizacja oryginału"]},"value":{"en":["College for Interdisciplinary Studies, University of Wrocław"],"pl":["Kolegium Międzydziedzinowych Studiów Indywidualnych, Uniwersytet Wrocławski"]}},{"label":{"en":["Related Identifier Type"],"pl":["Typ identyfikatora"]},"value":{"en":["ISSN"],"pl":["ISSN"],"universal":["ISSN"]}},{"label":{"en":["Related Identifier"],"pl":["Powiązany identyfikator"]},"value":{"en":["ISSN: 2299\u20137164"],"pl":["ISSN: 2299\u20137164"],"universal":["ISSN: 2299\u20137164"]}},{"label":{"en":["Abstract Language "],"pl":["Język streszczenia"]},"value":{"en":["eng"],"pl":["eng"],"universal":["eng"]}},{"label":{"en":["Resource Type"],"pl":["Typ zasobu źródłowego"]},"value":{"pl":["Czasopismo"]}},{"label":{"en":["Date issued"],"pl":["Data wydania"]},"value":{"en":["2022"],"pl":["2022"],"universal":["2022"]}},{"label":{"en":["LastPage"],"pl":["Ostatnia strona"]},"value":{"en":["190"],"pl":["190"],"universal":["190"]}},{"label":{"en":["First Page"],"pl":["Pierwsza strona"]},"value":{"en":["177"],"pl":["177"],"universal":["177"]}},{"label":{"en":["Volume"],"pl":["Tom/Rocznik"]},"value":{"en":["18"],"pl":["18"],"universal":["18"]}},{"label":{"en":["Detailed Type"],"pl":["Szczegółowy typ zasobu"]},"value":{"en":["article"],"pl":["artykuł"]}}],"id":"https://repozytorium.uni.wroc.pl/manifest","label":{"en":["The Intricacies of (Debatable) Humour in Advertising: A Cross-Cultural Standpoint"]},"type":"Manifest","@context":"http://iiif.io/api/presentation/3/context.json","items":[{"width":1600,"id":"https://repozytorium.uni.wroc.pl/canvas/page1","label":{"@none":["PDF/13_Stwora(1).pdf"]},"type":"Canvas","items":[{"id":"https://repozytorium.uni.wroc.pl/annotation/page1","type":"AnnotationPage","items":[{"motivation":"painting","id":"https://repozytorium.uni.wroc.pl/annotation/page1/1","type":"Annotation","body":{"format":"application/pdf","id":"https://repozytorium.uni.wroc.pl/Content/136135/PDF/13_Stwora(1).pdf","label":{"@none":["PDF/13_Stwora(1).pdf"]},"type":"Text"},"target":"https://repozytorium.uni.wroc.pl/annotation/page1"}]}],"height":1200}]}