Silva Kostić – ICT College, Zdravka Celara 16, Belgrade, Serbia

Ana Slavković – ICT College, Zdravka Celara 16, Belgrade, Serbia


6th International Conference – ERAZ 2020 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  Online/virtual, May 21, 2020, CONFERENCE PROCEEDINGS

Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ISSN 2683-5568, ISBN 978-86-80194-33-2, DOI:



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.

Key words

Advertising discourse, TV advertisements, Marketing, Manipulation.


Bagić, K. (2006). Figurativnost reklamnoga diskurza. In J. Granić, (Ed.) Jezik i mediji – jedan
jezik: više svjetova, (zbornik) (pp. 43-52). Zagreb/Split: Hrvatsko društvo za primijenjenu
Blommaert, J. & Bulcaen, C. (2000). Critical Discourse Analysis. Annual Review of Anthropology,
29, 447-466.
Cook, G. (2001). The Discourse of Advertising. 2nd edition. London: Routledge.
Fairclough, N. (1989). Language and Power. London: Longman
Gjuran – Coha, A. i Pavlović, Lj. (2009). Elementi reklamne retorike u hrvatskim reklamnim
porukama. Fluminensia, god. 21 (1), 41-54.
Goatly, A. (2000). Critical Reading and Writing. An introductory textbook. London & New
York: Routledge.
Goddard, A. (1998). The Language of Advertising. Written texts. London: Routledge.
Katnić-Bakaršić, M. (1999). Lingvistička stilistika. Budapest: Open Society Institute.
Leech, G. N. (1966). English in Advertising. London: Longman.
Lekić, M. (2009). Retorički elementi u jeziku reklame (MSc Thesis). Filološki fakultet. Beograd.
Marcoci, S. (2014). Advertising discourse and the use of rhetorical figures. Journal of Research
in Gender Studies, 4 (1), 746-752.
Tadić, D. (2006). TV reklama. Televizijska reklama kao propagandno sredstvo. Beograd: Spektrum
Udier, S. L. (2006). O jeziku reklame. In J. Granić (Ed.) Jezik i mediji – jedan jezik: više svjetova
(zbornik) (pp. 711-721). Zagreb/Split: Hrvatsko društvo za primijenjenu lingvistiku.
Van Dijk, T. (2006). Discourse and manipulation. Discourse & Society, 17 (2), 359-383.