The discourse of advertising is intrinsically multidisciplinary, as it involves linguistic, social, psychological, economic, political and cultural factors that have all played a significant role in the history of advertising. As the process of globalisation gains momentum, so does the expansion of businesses and economies and the migration of populations. Yet, the uniqueness of individual cultures prevails and demonstrates that the process of communication and translation are matters of not only linguistic, but also cultural transferral. Therefore, even the world of business and advertisinga world of fast food, fast production and fast livingis programmed in accordance with the uniqueness of those cultures. This paper will address, through illustrative examples, the fact that culture, beliefs, ideologies, values and societal expectations permeate the sphere of advertising. This paper aims to showcase that the combination of linguistic and culturological analysis of the discourse of advertising gives a conceptually broader analysis than individually. It employs a method of comparative overview of previous academic research in linguistic analysis of advertising and of cultural and social studies that have contributed to a demystification of the discourse of advertising.
My study is based on art exhibitions, fashion shows, photo books, movies, magazines, advertisements, blogs, scientific papers and
interviews, and fashion vocabulary. Philology literally means love for the word. It is the love for the word that
unites philologists with translators, researchers, scientists, and fashion specialists.
The translatological analysis of this specialist language is a reduced selection of 200 idioms, illustrative examples from English,
Montenegrin or Serbian, and Italian. Also, habitual fashion collocations constitute a significant part of the translatological
analysis. I have completed my analysis with contemporary terminology of fashion clothing terms and words in English and their
equivalents in Italian, almost 150 of them, compiled in a small glossary. This small glossary will be of great help to fashion and
clothing industry professionals.
Through their level of engagement, public figures from the world of art, music, fashion and politics, as well-known officials,
actors or celebrities, have become the new trend-setters in all societies and also dictators of fashion, because they set the
trends and fashion standards which others follow.
This study gives an insight into Karadžić’s creative work from the aspect of culture and historical reality. It involves a culturological and creative analysis. A review is offered of research on the creative work of this artist in society and his catharsis in various cultural and historical contexts, from the aspect of culture, as a chronicle of society and in terms of pictorial expression. His artistic expression and the semantics of creative interpretation through the chronological method in the research indirectly reveal a cathartic boost given to this artist’s steps in his creative expression. The study will be inspirational for
hronological approaches regarding creativity in the Balkan cultural area.
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