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	STUDIA PHILOLOGIA - Issue no. 4 / 2007

	Article:	THE ROLE OF THEMATIC INFORMATION IN ADVERTISING HEADLINES. Authors: ANIȘOARA POP, MIHAI MIRCEA ZDRENGHEA.


	Abstract: Conceived as a frame of orientation for the message, the theme is distinguished from the newsworthy information (rheme and focus). Theme choices indicate the copy writers’ purposes as to what represents background information and how the consumer needs are therefore anticipated. The paper presents the distinction marked and unmarked themes, textual, interpersonal and experiental themes, as well as an empirical contrastive analysis of English versus Romanian themes in print advertising headlines according to these variables.




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