VERBALIZATION IN ADVERTISING COMMUNICATION – VERBAL STRUCTURES AS MAIN SEMANTIC OPERATIONS

The semantic operations observed in the impact of advertising have not been sufficiently studied. In this scientific article, the author, through critical discourse analysis (CDA), offers a series of scientific opinions on the topic, seeking to achieve advertising effectiveness. The comparative analysis explains the three approaches: comparison, similarity and connection, and also establishes a number of associations and interpretations evoked in advertising consumers. In addition, connotation and denotation are also applied in order to name objects and phenomena in advertising. This study highlights the need for further scientific research on verbalization in advertising by proposing new research mechanisms. It also suggests segmenting consumers according to additional criteria to better assess advertising effectiveness—an approach that can support advertisers, marketers, and researchers in psychology and sociology.