20.500.12556/DKUM-13368 Jezik oglasov ena primeru prodajnih katalogov (Hervis in Giga sport) Language of small adds (on example of sales catalogs of Hervis and Giga sport) V današnjem svetu množična proizvodnja zahteva množično potrošnjo. Pogoj zanjo je tudi oglaševanje. V neusmiljenem boju za potrošnike prihaja do povečane količine oglaševalskih besedil, ki so vprašljiva glede vsebinske in oblikovne ustreznosti. Ena od osnovnih nalog oglasa je vzbujanje pozornosti, pri čemer so oglaševalci jezik in vizualne podobe razvili do skrajnosti. Jezikovni vidik v oglaševalskih besedilih ni zanemarljiv, saj takšna besedila zaradi opaznosti in množičnosti vplivajo na splošno rabo in tako sooblikujejo podobo sodobne knjižne slovenščine. Osrednja pozornost v diplomskem delu je namenjena jeziku oglasov v dveh športnih katalogih in njuni pravopisni jezikovni podobi. Na pregleden način je opozorjeno in s konkretnimi primeri prikazano na lahko odpravljive jezikovne pomanjkljivosti. Jezikovna analiza je pokazala, da je knjižnojezikovna norma marsikdaj namerno zrahljana, velikokrat pa so odstopi od norme odraz nizke jezikovne kulture piscev oglaševalskih besedil. Veliko napak je tudi takšnih, ki so sicer odkloni glede na kodificirano jezikovno normo, za večino govorcev pa je raba povsem nevtralna. V oglasih so tudi pozitivni primeri. Jezik v oglasih se namreč iz dneva v dan bolj in bolj kaže kot zapletena, prefinjena, zahtevna in zabavna stvaritev ter predstavlja vse večji izziv ustvarjalcem (piscem oglasov), uporabnikom (kupcem) ter raziskovalcem jezika (jezikoslovcem). In today's world, mass production requires mass consumption; the latter also depends on advertising. The ruthless fight for consumers has increased the amount of advertisements, which are questionable from the point of view of content and design. One of the basic functions of the advertisement is attracting attention - considering the fact that the advertisers have developed the language and visual images to the extreme. The linguistic aspect of advertising is not negligible, since owing to its public presence and frequency of appearance it influences general language use and helps shape the image of contemporary standard Slovene. This diploma paper mainly focuses on language of advertisements in two sports catalogues and their grammatical and linguistic image. Language deficiencies are highlighted in a transparent manner and illustrated with concrete examples. Linguistic analysis has shown that the standard norm is often deliberately loose, and shifts from the norm are often the result of low language ability of advertisement authors. Many errors technically deviate from the codified norm, while they are accepted by the majority of speakers as neutral. Advertisements also contain positive examples. The language of advertisements, namely, turns gradually but constantly into a complex, sophisticated, challenging and pleasant creation, and it represents an ever growing challenge for its creators (writers of ads), users (customers) and language researchers (linguists). slovenšcina oglaševanje prodajni katalogi jezikovna analiza Slovene language advertising sales catalogues linguistic analysis true true false [P. Merf] Slovenski jezik Angleški jezik Diplomsko delo 2010-03-09 14:58:50 2010-05-13 14:30:09 2023-09-08 14:54:32 2023-12-16 03:11:00 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.163.6(043.2) 17573640 URN:SI:UM:DK:Q3MAJ0R8 UNI_Merf_Primoz_2010.pdf UNI_Merf_Primoz_2010.pdf 1 A946545347990F3DE3BFA179F44EBDC9 151b6dd9b851f3001d55fc98989dde9f13412db9bdcf0db80332d634e889a7c4 e339a179-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/3148c130-17fb-4edc-b48a-acfd3f1aa777 https://dk.um.si/Dokument.php?lang=slv&id=13492 Filozofska fakulteta 0 0 0