Рекламната стратегия в няколко реклами на търговска верига „Хенди“
Advertising Strategy in a Couple of Commercials of the Chain Store “Handy”

Summary/Abstract: The paper’s aimed at describing the structural (both linguistic and semiological) mechanisms which generate the advertising effects of several adverts, part of a series of mobile phone adverts of the “Handy” mobile phone chain store, which aired around the end of the 2000s and the beginning of the 2010s. The paper studies the connotative effects of the distribution of different elements of the linguistic system (lexical, grammatical, syntactical etc.) as a mechanism for the reactualization of the mobile phone’s commercial value as a technological innovation in a world increasingly accustomed to rapid changes in technology.

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