Language Game in in the Texts of Modern Croatian Banking Advertisements for Children

Abstract

This article analyzes a corpus of Croatian and Russian language banking advertisеments texts, analyzed from the point of view of comparing elements of literary-fictional functional style and language game. Particular attention is paid to advertisements aimed at children and their parents. The purpose of this article is to analyze the language of advertising, the function of language game in it, and to analyze the features of the literary-fictional functional style of the given advertising texts. The relevance of our article is due to the insufficient study of banking advertising language in Croatian and Russian. The article provides a comparative analyze of Russian and Croatian’s advertising texts and the study of their functional features, with special attention to the literary-fictional functional style, as a result of which their similarities and differences are established. In several examples, we find a complex interweaving of literary-artistic and colloquial styles, layering them on top of each other. In addition, the results of the study can be useful in the preparation of various scientific materials devoted to the study of advertising text. Also the results presented in our article will help in long-term research of comparative Linguo-culturology of Russian, Croatian and other Slavic languages and their development based on examples from the commonly used language.

Received 17 October 2024

Revised 30 October 2024

Accepted 5 December 2024

For citation: Hadžihalilović, S., 2024. Language Game in in the Texts of Modern Croatian Banking Advertisements for Children. Slavic World in the Third Millennium, 19 (3–4), pp. 119–135. https://doi.org/10.31168/2412-6446.2024.19.3-4.06