Metafora, personifikacija i hiperbola u reklamama za medicinske proizvode
Metaphor, Personification and Hyperbole in Pharmaceutical Products Advertisements

Summary/Abstract: This paper aims to present some aspects of the discourse identified in advertising contents promoting pharmaceuticals and medical products. The paper contains basic theoretical framework for the analysis of figurative discourse with the aim of explaining its manipulative properties. The sample includes twenty-one advertisements and commercials, taken from various media resources, newspapers, Internet bulletins and published in the time period from April 2012 to August 2013, where several examples of metaphorical expressions as well as the expressions of personifications and hyperbole were found. What needs to be emphasized is that the analysis has included all metaphorical, personified or hyperbolic elements of the advertisements and commercials promoting pharmaceuticals and medical products; that is, what is analyzed, apart from the analysis of the expression, is the characters as well as other visual and acoustic means of expression conveying implicit and subliminal messages. The examples shown illustrate and confirm the assumption that rhetorical means of persuasion found in commercials influence the consciousness of the media contents’ consumers and potential purchasers who, as a result of their exposure to modern life stresses and strains and due to the lack of time, succumb to the marketing ploy offering them a promise that buying a certain medical product means buying a solution to their problems, too.

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