EMPATHY IN ADVERTISING

Jezik, književnost i empatija (2025) (523-533. стр.)

АУТОР(И) / AUTHOR(S):Elena Borisova

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DOI: 10.46793/LLE25.523B

САЖЕТАК / ABSTRACT:

Empathy that is regarded as identification of the Addressee with participants of the communicative situation, is interpreted in different ways in Psychology, Linguistics and Advertising. In Advertising (similarly to Fiction) it should be understood as mental identification with one of the persons in the situation described by the message: a participant (or one of the participants) of the situation, an Author, an Addressee (viewer). Taking the position of a person means imaging his/her feelings and impressions including physiological reaction (as salvation when one identifies oneself with a person who is eating), and this helps much in influencing the target groups of the commercial. Means of creating empathy are listed in short. These are visual components (pictures, movies), language of the target group, describing events typical for the target group, and some emotive markers.

КЉУЧНЕ РЕЧИ / KEYWORDS:

identification, commercial, media messages, emotion

ПРОЈЕКАТ / ACKNOWLEDGEMENT:

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