| Abstrakt: |
Abstract: Advertising includes not only neutral language elements providing all kinds of information but also special elements are used in order to make an impact on the target audience: the most common methods try to exert an emotional, aesthetic and expressive influence on the potential customer, i.e. to attract customers' attention by means of unusual expressions or phrases or by exceptional features in general. Therefore advertising messages prefer using rhetorical elements in the form of various slogans. There are many similar stylistic and rhetorical elements from almost all language levels. The above mentioned elements analyzed in this contribution are considered to be widespread, commonly used and the most impressive. However, the range of rhetorical elements is much wider than the advertising elements examined and desscribed in this article. The high occurrence of these language elements does not directly correspond to the high effectiveness of advertising messages. On the contrary - we could rightly assume that less frequent elements are able to impact more and in a way increase the acceptance of advertisements. |
