The language of advertising and common language Cover Image

The language of advertising and common language

Author(s): Mirela Aioane
Subject(s): Language and Literature Studies
Published by: Editura Universitaria Craiova
Keywords: Italian advertising; common language; subcode

Summary/Abstract: Italian advertising language makes use of the means offered by standard common Italian, the “basic code”, but it generates new forms that represent its own codification. Among the codes used by advertising we distinguish convergences, partial or total divergences, oppositions, texts that simultaneously make use of verbal, sound, visual codes. The techniques of advertising language can be applied both to microstructures (morphosyntax, lexis) and to macrostructures (fragments of prose or poetry that make up a slogan) producing a series of linguistic or stylistic innovations.

  • Issue Year: 2009
  • Issue No: 1-2
  • Page Range: 13-19
  • Page Count: 7
  • Language: Italian