WERBESLOGANS: IDEOLOGISCHE INSTRUMENTE BEI DER ERSCHAFFUNG NEUER IDENTITÄTEN (BEISPIELE AUS BOSNISCH-HERZEGOWINISCHEN UND KROATISCHEN PRINT- SOWIE ELEKTRONISCHEN MEDIEN)
ADVERTISEMENT SLOGANS: IDEOLOGICAL INSTRUMENTS IN THE CREATION OF NEW IDENTITIES (EXAMPLES FROM THE PRINT AND ELECTRONIC MEDIA IN BOSNIA AND HERCEGOVINA AND CROATIA)

Summary/Abstract: The present paper deals with advertisements (i.e. advertising texts which project different meanings through interactivity) as a preferred form of social discourses. The corpus was collected from 2011 to 2013 and found in various private and public print and electronic media in Bosnia and Hercegovina and Croatia. We try to give an objective and critical interpretation as well as a comparative analysis of the collected material because, in spite of great similarities, we deal with different cultures characterized by diverse linguistic and socio-political factors. Bosnia and Herzegovina is not, unlike Croatia, a member of the European Union, but an ethnically, politically and socially divided society with no hope for changes in the near future. However, what connects this part of Europe with the rest of the world is the life style of local people, their needs and desires that rest on ideologies of capitalism and consumerism, but which, as we demonstrate in the present paper, are greatly created in the advertising discourse. The aim of the paper is to discover linguistic manifestations and strategies which provide a successful foundation for collective delusion which hides inconspicuous processes.

• Details
• Contents