Friendly to your pocket – about semantics of a word friendly in contemporary advertising texts

Abstract

The article presents semantics of an adjective friendly in contemporary advertising texts, in which it occurs not only in dictionary meanings, but also in new ones that have not been recorded in dictionaries yet. Friendly in the analysed advertisements means: ‘which is not harmful’, ‘cheap, economical’, ‘easy-to-use, simple’, ‘functional, practical, comfortable’, ‘adapted to one’s needs’, ‘meeting high standards’.