Jezički pejzaž sarajevskih bilborda
Linguistic Landscape of Sarajevo Billboards

Summary/Abstract: The paper discusses the linguistic landscape of Sarajevo billboards. It explores the various linguistic devices that this medium contains. Namely, the function of billboard inscriptions is most often persuasive, i.e., they are pragmatically oriented texts, which makes this genre persuasive. Based on a corpus of 27 billboards, it was established that the most common linguistic devices in this medium are those related to the conative function of language. In addition, the corpus shows that billboards are not alien to jargonisms, idiomatic groups, hypocoristics, or colloquialisms. We also saw that billboard inscriptions are most often short and easy to remember, and we also came across those that contain longer sentences or features of a narrative text. They are characterized by a greater connection with reality and reflect different social, economic, or political relations in Sarajevo.

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