Lingvistička analiza hrvatskih reklamnih poruka objavljenih na društvenoj mreži Facebook

Pavić, Lara. (2016). Lingvistička analiza hrvatskih reklamnih poruka objavljenih na društvenoj mreži Facebook. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Linguistics. [mentor Bertoša, Mislava].

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Abstract

According to a research from 2012, one million and 500 thousand Croats has a profile on the social network Facebook, which is not a negligible amount. Advertising is always looking for new ways to incorporate advertisements in consumer awareness so it is reasonable to ask how it is reflected in this context. It is crucial for advertising discourse to keep up with social trends, and because of that creators of advertising messages are trying to attract potential customers with language and visual innovations. The aim of this paper is to examine language methods which are shaping the advertising discourse on Facebook. First part of the paper provides an overview of the basic concepts related to advertising and advertising discourse, an overview of the short history of advertising, semiological segment of advertising communication and linguistic features of advertising messages.Second part of the paper provides independent research of linguistic features of Croatian advertising messages posted on the social network Facebook in the period from April until the end of July 2016.This paper should give a modest contribution to the study of language of Croatian advertising messages posted on Facebook and examine if advertising discourse on social networks is made with same linguistic patterns as well as in traditional media.

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