СТРАТЕГИЈЕ РЕКЛАМИРАЊА И ЈЕЗИК РЕКЛАМА НА СРПСКОЈ ТЕЛЕВИЗИЈИ
The Language and Strategies Used in Serbian TV Advertisments

Summary/Abstract: In the modern world with the hyper production of commodity goods, TV advertisements occupy a high position among other means of products promotion. TV advertisements have become globally recognized means that often bring enormous profits to TV owners; moreover, they are sometimes the only income for many of them. Therefore, advertising agencies put great efforts to produce the most effective and eye-catching advertisements. For this purpose, they make a very careful selection of words and sentence constructions and use various advertising strategies, such as: familiarization, nominalization, personalization, incomplete comparison, rhetorical questions, and many others. All this has one and only goal: to reach attention of the spectators and persuade them that the advertised product is unique and worthy to buy. Besides possessing the common characteristics of advertisements in other countries, the ads which appear on Serbian television exhibit an additional feature which will be briefly addressed in the paper: they contain a huge amount of English words, not only because English is the world’s most widespread language, but due to an enormous production of the advertisements in English speaking countries which are sold world widely.

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