U svjetlu reklame i reklamnog oglasa
In the Light of a Advertisements and Commercial Advertising

Summary/Abstract: In the contemporary world of fast-growing and mass media the phenomenon of advertising is gaining a more significant and powerful role each day. The power of the language of advertising resides in its ability to positively affect readers, to evoke some positive connotations in them. Presently, the broad term advertising encompasses not only traditional advertisements but also multimedia texts, as well as complex texts the focus of which lies in argumentation, the capturing of attention, the making of promises, and in persuasion. The paper presents an attempt to define the term advertisement and to clarify the distinction between traditional commercial advertisements and similar forms of advertising. Additionally, the potential of the language of advertising as well as its linguistic properties are elaborated on. The aforementioned aspects are analyzed with respect to the current information overload in the market and with respect to general conditions in the area of advertising

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