ADVERTISING DISCOURSE AND THE PERTAINING ETHNOGRAPHY: AN ETHNOGRAPHIC CASE STUDY CONDUCTED IN MONTENEGRO.

The aim of this paper is to analyse advertising discourse, as a form of social and linguistic phenomenon, from the theoretical point of view and then use this information to answer the question of why some advertisements in Montenegro are better at getting their message across and consequently attracting new/retaining old customers, while other advertisements seem to struggle with the precisely same task. To be able to answer this question, we designed and conducted ethnographic research in Montenegro in 2021. The question shall be answered from the perspective of customers and companies. [ABSTRACT FROM AUTHOR]