PROMOTIONS AND SPECIAL OFFERS IN ADVERTISING DISCOURSE EXPRESSED AS INDEPENDENT COORDINATE CLAUSES WITH CONDITIONAL SEMANTIC RELATIONS

Abstract

This paper showcases coordinate clauses with conditionality semantics. The examples are excerpted from advertising discourse, where the first clause recommends/offers to buy a specific product or service, (in most cases using verbs ”купити“ and ”изабрати/одабрати“), while the second clause explains the consequences which always bear a positive outcome for the interlocutor, (reader or buyer), and which will set in if the recommended action of the first clause is fulfilled (in most cases using verbs ”добити (на поклон)“, ”освојити“, ”остварити (попуст)“). Those positive outcomes are the responsibility of the discourse initiator, in most cases a specific brand, and they materialize through various gifts, rewards, discounts, etc. Apart from lexical semantics of the verbs which comprise the first and second clause predicates, the paper points to the syntactic structure of these sentences: the first sentence predicate always uses imperative verb forms, while the predicate of the second is Serbian future tense type-I, or other future verb forms: present (especially for imperfective verbs) and imperative mood. Future type-I occurs in the fewest examples.