DISCOURSE ANALYSIS OF ADVERTISEMENTS IN AUTOMOTIVE INDUSTRYFerk, Andreja (Avtor) Plemenitaš, Katja (Mentor) Križan, Agata (Komentor) advertisingdiscourse of advertisinglanguage of evaluationappraisalThe language of automotive advertising has to be effective, special, innovative and creative. Advertisers use convincing language to awake the desire to buy the advertised product. In advertisements both language with the emotive power and visual components make an impact on the consumer. Theoretical foundation of this work consists of two literary sources. The first one is a work written by Guy Cook: The Discourse of Advertising, which provides some insight in advertising as discourse. The second work is Martin and White’s Language of Evaluation, Appraisal in English which contributed to the theoretical explanation of evaluative language. The empirical part investigates advertising as discourse, different elements of context and the language of advertisements through appraisal framework.[A. Ferk]20162016-09-19 12:49:59Diplomsko delo63914UDK: 81'33:659.1(043.2)COBISS_ID: 22710792NUK URN: URN:SI:UM:DK:KBDDBUUUsl