Το επίπεδο ύφους των διαφημιστικών κειμένων

This paper investigates the linguistic choices on the basis of which the register of advertising texts is constructed. In particular, it is argued that in advertising texts concerning cosmetics and pharmaceutical products, the register is constructed by drawing elements from technical discourse on the basis of specific lexical and morphosyntactic choices which constitute elements of “doublespeak” (Lutz, 1989· Ξυδόπουλος, 2019), as their use aims to hide information, create ambiguity, avoid binding statements and disclaim responsibilities in the commercial contexts of product promotion. The construction of the register is examined from the perspective of Critical Discourse Analysis in two interdependent axes: a) the micro-level, which concerns the linguistic choices that construct the register of the advertisement (b) the macro-level, which concerns the value standards that are reflected through the linguistic choices (van Dijk, 2008).