Event Title

Advertising as A Tool of Achieving Textual Coherence

Session

Journalism, Media and Communication

Description

Advertising in words or just as an image represents an important tool in today's communication with the public. It has a great effect either for business interests or for interests that have social and political character. This research will focus mainly on political advertisements, which are used to achieve a certain goal among people. Through advertising, political parties are aiming to promote their political programs and let the voters know that their program is the best and deserves to be voted on. However, there are times when different advertisements may have an adverse effect on certain circumstances, for example: in a multiethnic society like Macedonia, when a certain advertisement does not coincide with this reality and is perceived differently by different ethnicities, it provokes a double understanding of the political discourse. As a concrete analysis for this situation will serve different advertisements that were launched during the pro-referendum campaign for NATO and EU in Macedonia, which resulted in large number of citizens not voting the referendum pro NATO and EU. Advertising not always can serve correctly the purpose of realizing the textual coherence in political discourse, especially when politics has consistently abused with the general social well-being.

Keywords:

advertising, textual coherence, political discourse

Session Chair

Ferid Selimi

Session Co-Chair

Musa Sabedini

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-437-69-1

Location

Pristina, Kosovo

Start Date

27-10-2018 9:00 AM

End Date

27-10-2018 10:30 AM

DOI

10.33107/ubt-ic.2018.231

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Oct 27th, 9:00 AM Oct 27th, 10:30 AM

Advertising as A Tool of Achieving Textual Coherence

Pristina, Kosovo

Advertising in words or just as an image represents an important tool in today's communication with the public. It has a great effect either for business interests or for interests that have social and political character. This research will focus mainly on political advertisements, which are used to achieve a certain goal among people. Through advertising, political parties are aiming to promote their political programs and let the voters know that their program is the best and deserves to be voted on. However, there are times when different advertisements may have an adverse effect on certain circumstances, for example: in a multiethnic society like Macedonia, when a certain advertisement does not coincide with this reality and is perceived differently by different ethnicities, it provokes a double understanding of the political discourse. As a concrete analysis for this situation will serve different advertisements that were launched during the pro-referendum campaign for NATO and EU in Macedonia, which resulted in large number of citizens not voting the referendum pro NATO and EU. Advertising not always can serve correctly the purpose of realizing the textual coherence in political discourse, especially when politics has consistently abused with the general social well-being.