RECENT VIEWPOINTS ON THE LITERARY VALUE OF ADVERTISING TEXTS

Abstract

In a globalized market, characterized by fierce competition for the
successful imposition of their own products or services, the professionalization of
the teams proposing marketing and advertising strategies becomes essential. With
the rapid internationalization of consumer markets, the competition between
entities operating in the same field, offering products and/or services of very similar
quality to different categories of consumers, means that it is no longer sufficient to
list the benefits of the goods on offer. Because of this fierce competition, the need for
companies to stand out from the crowd is a prerequisite for success. One of the
methods with a strong impact, verified over time by consumer reactions, is the
interdisciplinary approach to the concept behind the advertising campaigns
produced. The creative solutions that are now commonly used range from inserting
various forms of art into advertising, such as music, literature or dance, to exploiting
the various functions of advertising, such as persuasion. Therefore, by reviewing the
multitude of methods approached by advertising creators, the paper focuses on
analyzing the use of literary elements in the advertising construct. The aim of the
study is to critically explore the pertinent opinions of the last decades on the
existence of literary forms with the aim of increasing the quality of public discourse.
The aim of the study is to critically explore the pertinent opinions of the last decades
on the existence of literary forms with the aim of increasing the quality of advertising
discourse. Those specialized opinions that refer to literary-advertising confluences
and/or fusions are retained and discussed, thus aiming at recomposing an
interdisciplinary global picture, in which the theory that the advertising text can be
considered as a literary genre in itself finds its place.