engleski

Linguistic Patterns in Advertisements as Perceived by High School Students

There has been a lot of research on the impact of advertising on our lives, of which they have become an inseparable part. According to some estimates, the Croatian advertising market is worth between HRK 500 and 900 million. Advertising on Croatian national channels is worth between HRK 41 and 50 million, depending on the time of the year, while around HRK 15 million are spent on advertising in the printed media. The advertising industry is focused on the general population, but special attention is paid to young people. The aim of this paper is to determine the visibility of commercials among high school students in Croatia and the compliance of their linguistic patterns with the rules of the Standard Croatian Language. Assuming that the creators of advertisements adhere to the Code of Advertising and Marketing Communication Practice of HURA, the Croatian Association of Communications Agencies, this paper is based on the hypothesis that mobile telecom adverts published in Croatian media violate the norms of the Standard Croatian Language.

adverts ; mobile network operators ; linguistic norm

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