THE FUNCTIONS OF ADVERTISING LANGUAGE DURING THE PANDEMIC
THE FUNCTIONS OF ADVERTISING LANGUAGE DURING THE PANDEMIC

Summary/Abstract: This article reviews the pragmatic and linguistic functions of advertising language which have already been considered in some previous research by insisting upon the changes which have occurred during the pandemic. The transformation of some well-known slogans (with reference to Italian) their adaptation to the new reality shrouded in insecurity or the invention of new ones full of social responsibility, inviting to calm but also to new activities that had to be done inside or outdoor by minding the physical distancing imposed by the special medical conditions. Advertising uses, especially during the pandemic, the educational and informative functions, which prevail as to their importance over the marketing and economical functions. In order to prove our assertions, we select just some slogans from the time of the pandemic, the best-known ones, obviously common to the two Romance languages Italian and Romanian.

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