Jezična obilježja reklama u hrvatskom internetskom prostoru
Linguistic features of advertisements in the Croatian Internet space

Summary/Abstract: The advertising of products and services in the last hundred or so years has caused the gradual creation of specific advertising discourse, whose characteristics are, among other things, directiveness, superlativeness, lexical and syntactic repetition, figurativeness, intertextuality, etc. (Bagić 2006, Kovačević – Badurina 2001, Udier 2006, Stolac – Vlastelić 2014). Advertising discourse shows certain differences depending on the nature of the advertisements, whether they be printed advertisements (in newspapers, on billboards, in broadcast teletext) or spoken advertisements (on the radio). Television commercials combine the possibilities that are offered by visual and spoken media, thereby making multimediality its most prominent feature. Internet advertising arose in the 1990s. At that time, there was not a lot of advertising on Croatian websites, and the few advertisements that were found on these websites were modeled on English-language examples (Halonja – Kovačević 1999). This paper will analyze the linguistic (stylistic, semantic, lexical and syntactic) features of advertisements that appear on the Internet in the Croatian language in 2015, and they will be compared with the characteristics of advertising discourse in other media, as known from related literature.

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