Abstract
The article introduces the nature and features of advertising for medicinal products. The requirements for the advertising of medicinal products are determined by an ordinance of the Minister of Health. These are contained in the Law on Medicinal Products in Human Medicine (LMPHM). Pharmaceuticals are part of consumer goods. They are intended to meet precisely defined needs when a particular need arises, in a specific set of situations, and thus they are a kind of special commodity. The subject of alphabetics are the alphabets of the various sign systems. Advertisements for medicinal products are composed of the alphabets of at least five sign systems: verbal, clothing, colour, signs and physical characteristics. There are ads designed only for women, as well as the specific female ads intended for the mother and baby. There are others presenting the masculine position. Typical language strategies in their use are binding them to different types of sentences by speech, their participation in dialogical text structures, in antitheses, in different types of repetitions. The parts of speech used and their specific grammatical features in the realization of the creative are described in detail. The predominant chromatems are also given. The contribution of language takes an important place in the realization of commercial goals in the semiotic realization of ads.
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