The article presents selected linguistic elements that can be found in advertisements. Over centuries, advertisements have evolved linguistically and visually, in parallel with social changes. This can be observed by comparing the first printed advertisements to those produced after the First World War and to contemporary ones, which are characterised by a rich variety of linguistic and visual features, whose main purpose is to convince the addressee of the quality of what is being advertised. The article determines the similarities and differences in the use of vocabulary and syntax in Slovene and Italian advertisements, and to presents how they address the intended recipient.
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