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Advertising can be found anywhere – online, in print, broadcasted and outdoor. Advertising is a medium that allows advertisers to communicate quickly with consumers. One of advertising functions is that of persuasion. Advertising language is defined as a persuasive language and its aim is to influence people to act in the way that is advertised. Linguistic strategies are the means that are used by copywriters to achieve verbal persuasion in advertisements. In this bachelor thesis linguistic strategies are analysed based on Skračić and Kosović’s (2016) theoretical guidelines of linguistic means: phonological, lexical and morphological, syntactic, and semantic aspects were investigated in randomly chosen advertisements from British press issues (the freesheet Metro, the newspaper The Times and the magazine The Economist) covering the period of January-March 2017. The analysis and interpretation of the collected data showed that in the covered period 17 different linguistic strategies were used. Most commonly used were anaphoras, alliteration, idioms and puns, along with pronouns (especially subject and object pronouns), simple and complex sentence structures. |
