Devalorizarea semantică a cuvintelor în publicitatea sportivă

Abstract

Sport is one of the rituals of modern life. It reunites appropriate words when engaging in advertising, but the number of terms is rather limited. The ads prefer to include the image of a sports personality and brand name. Since the advertising hero is notorious, the persuasive force is assured by few verbal arguments. Typically, the pictures speak for themselves, joining a musical background and some funny instances. Words, which normally send so much information, are subjected to a gradual semantic loss. Our paper intends to comment upon this worrying aspect of vocabulary dynamics, highlighting terms used in spots (i.e. myth, legend, team, success, value, passion, good, thrilling etc.) but whose significance goes unnoticed or is misunderstood by the public. Our purpose is to illustrate the crisis of language and communication. They do not decompose like in the case of absurd literature, but become platitudes for a segment of the audience either ignorant or illiterate.