LINGUISTIC FEATURES OF TV COMMERCIALS AND MARKETING STRATEGIES FOR ADDRESSING CONSUMERS
LINGUISTIC FEATURES OF TV COMMERCIALS AND MARKETING STRATEGIES FOR ADDRESSING CONSUMERS

Author(s): Silva Kostić, Ana Slavković
Subject(s): Applied Linguistics, Marketing / Advertising
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Advertising discourse; TV advertisements; Marketing; Manipulation.
Summary/Abstract: Advertisements are unavoidable and ubiquitous. We encounter them on television and the radio, in newspapers and magazines, on billboards, in public transport vehicles and mailboxes, on mobile phones or on websites we visit on the Internet. The aim of this paper is to examine linguistic features and marketing strategies used by advertisers to attract and hold consumers’ attention, make them remember advertisements and encourage them to buy advertised products. This paper discusses the way advertisers, using the advertising discourse, manipulate consumers’ opinions, beliefs and behaviour. Starting from previous research of the advertising discourse, this paper shows the results of the analysis of the most important linguistic features as well as marketing strategies for addressing consumers used in TV commercials broadcast on four Serbian TV channels - TV Prva, RTS 1, TV B92 / 02 and TV Pink, from March 2016 to September 2019. The analysis is based on the theoretical principles of Critical Discourse Analysis.

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