The Language of Advertising in English Sport Magazines

Advertising plays a crucial role in our reality. It invades our lives through TV screens, radio frequencies, the pages of newspapers and journals. Being a unique phenomenon in our reality, which is designed for thousands of readers, listeners, viewers, it has given birth to different approaches and opinions. Advertising is a rapidly developing phenomenon, quick in responding to major and minor changes in the social life. Today it has penetrated into sports as well. Sport is a big business and many companies use sport as a means of publicizing their product. Thus, the present paper intends to study sport ads with the aim of presenting them as a register standing out for uniqueness, containing a small scale plot which aims to draw the attention of the reader to the phenomenon. Usually such small texts use the names of world famous sportsmen which immediately attract attention. In sport ads the plot usually includes certain qualities which demonstrate the skills of a given sportsman, and the object is advertised through creating a text which is combined with illustrations of the very object.