TYPOLOGY OF PERSONAL DATING ADVERTISEMENTS AS LINGUISTIC AND CULTURAL CATEGORIES

Abstract

The paper deals with personal advertisements as a specific type of text, assuming that based on a large number of concepts that arise from them, it is possible to draw certain conclusions about the culture and society in question. Taking into account the two media of mass communication, the press and the Internet, advertisements are precisely defined in terms of function and structure, as well as the context in which they are realized. Then, a proposal for the typology of advertisements is formed as a basis for cultural interpretation. Since the analysis includes Serbian and German advertisements, the contrastive approach made it possible to compare the results obtained for these two cultures, and to determine the similarities and differences between them.