Advertising constitutes a specific type of persuasive discourse, whose aim is to evoke a reaction from the recipient, most often a purchasing decision. A pragmatic analysis shows that advertising influences not only through content but also through the sender’s intentions, using speech acts in the form of encouragements, promises, or suggestions, as well as strategies of building a communicative community. In the 1990s, the language of advertising was dominated by simplicity and directness, whereas contemporary advertising places greater emphasis on emotionality, narrativity, and authenticity. The effectiveness of advertising depends on the adequacy of linguistic means to the communicative competence of recipients, which results in different generations evaluating the same messages in different ways. The author conducts research on changes in advertising language over the years, pointing out the absence of studies comparing past and contemporary advertisements in a generational context. The aim of the study is to compare the reception of advertising language from the 1990s and contemporary advertisements in the context of generational differences.
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