From Word Choice to Impact: Textlinguistic Insights into Albanian Advertising Slogans

Abstract

This paper examines the language of advertising, with a special focus on the textlinguistic analysis of advertisements and slogans in the Albanian press. The study aims to identify the linguistic strategies and features used in advertising texts to capture readers’ attention, communicate messages effectively, and ultimately motivate action. By applying textlinguistic methods, various aspects of advertising language are analyzed, including lexis, syntax, stylistics, and rhetorical devices. The analysis is based on a comprehensive collection of advertisements and slogans extracted from different Albanian newspapers and magazines. The findings reveal how advertisers employ specific linguistic techniques to present products and services in an appealing and persuasive way. Particular attention is also given to cultural aspects and local specificities in language use within the Albanian advertising landscape. The results of the study not only provide insights into the practices of advertising language in a specific media and cultural context but also contribute to understanding the role of language in commercial communication.