THE MANIPULATIVE LANGUAGE OF TELEVISION COMMERCIALS Cover Image

МАНИПУЛАТИВНИ ЈЕЗИК ТЕЛЕВИЗИЈСКИХ РЕКЛАМА
THE MANIPULATIVE LANGUAGE OF TELEVISION COMMERCIALS

Author(s): Biljana V. Zlatković
Subject(s): Language and Literature Studies, Theoretical Linguistics, Syntax, Lexis
Published by: Универзитет у Крагујевцу
Keywords: language;lexis; syntax;advertising;communication;manipulation

Summary/Abstract: In this paper, we deal with the lexical and syntactic analysis of the texts of television commercials that are rapidly becoming a favorite topic of linguistic research. The merits of the reasons for the analysis of television advertising are based on the idea that it is one of the most suitable means for sending advertising messages to different audiences. For the corpus of our research, we chose the advertisements that were shown on national television channels, such as RTS, RTS 2, Pink, B92, Prva TV, from April to December 2015. TV spots that advertise various product and service categories are included. The aim is to highlight the advertising techniques that advertisers use for manipulative purposes, which are primarily reflected in the choice of appropriate lexis and influencing the emotions of the audience. We analyzed the methods of using the number one (first), use of percentage (%) in TV commercials and the expressions perfect and cool; more frequent use of exclamations, rhetorical questions, and syntactic repetition. This analysis clearly showed that to achieve the objective - to sell a product - advertising has absolutely everything at its disposal, and that advertising could be used in a good or harmful way. It the end, the decision rests on the buyer - to choose between what is offered and be aware of the good and the bad supply and tricks used by the manufacturers to cover up flaws or stress the benefits of their products.

  • Issue Year: XVII/2016
  • Issue No: 60
  • Page Range: 149-163
  • Page Count: 15
  • Language: Serbian