University of Novi Sad
Faculty of sport and physical education
Essay in English
Theme:
The Language of Sports Advertisements
Student: mentor:
Novi Sad, January 2014.
FACULTY OF SPORT AND PHYSICAL EDUCATION
2
Abstract
Sport as specific sociological phenomenon also connects other areas of social life.
Communication specificity can be noticed throughout the present language of advertising. Its
characteristics are salience and intrusiveness. It appears everywhere where sport exists - from
the boards and scoreboards at sports stadiums, the media (radio, TV, print media), through
equipment and accessories used by athletes (jerseys, balls, equipment, etc.), to the internet.
The increasing financial demands of modern sport have produced this “necessary evil“
because it is one of the means through which sports teams provide conditions for the
development of their athletes. On the other hand, consumers of the sporting events, as well as
the population as a whole, in this way are very often reduced to mere consumers. Some
advertising messages (especially during sports mega-events) due to their frequent
appearances often become an integral part of daily communication between people, patterned
and impoverishing their speech. Advertising (from the latin reclamare: loud yell, shout,
advertise) is an indispensable companion to the modern sport. It is based on the total control
of the sender of the message has from one to the other end of the information chain. To
achieve this the sender buys space in public, ie. placed billboards on the street, advertises in
the newspapers, on the radio or television, on the internet... The advertisement consists in
generating media coverage that the sender can fully control. In a world where the media
occupies a large part of the information flow, advertising enables messages to arrive directly
from sender to recipient, without the intervention of the media.
Keywords: sports, advertising, language, media
