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Titles in Advertising Discourse

Summary/Abstract: A sociolinguistic study of advertisement in contemporary Serbo-Croatian press, based on large data, singled out title as one of fundamental elements in code structure of the advertising discourse structure. The aim of this study was to provide exact description of the structure of the advertisement message, and to clarify the choice of relevant means and rules for their application in relation to the factors of communication in advertising /the press as transfer media and social characteristics of both the sender and recipient/. The study deals with lexical, syntactic structures, typography and spacing, the domains which by their specific features express special function of the title in advertising. The structures and titles which are characteristic for advertisements and not typical for other types of texts have been singled out. Thus they become a part of distinctive features of the repertoire forming a special discourse — a discourse of advertising.

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