20.500.12556/DKUM-15790 LEKSIKOLOŠKA ANALIZA OGLASOV V SLOVENSKEM GOSPODARJU LEXICOLOGICAL ANALYSIS OF THE ADVERTISEMENTS IN SLOVENSKI GOSPODAR Oglaševanje je pojav, ki nas spremlja vsak dan, na vsakem koraku. Ponudniki blaga in storitev se na različne načine trudijo pritegniti potrošnikovo pozornost; to v današnjem času počnejo prek različnih medijev ter z različnimi jezikovnimi in nejezikovnimi sredstvi. Oglasi pa se v medijih ne pojavljajo zgolj v zadnjih nekaj desetletjih. Prva oglaševalna besedila lahko srečamo že ob koncu 18. stoletja. Prvi del naloge zajemajo ustrezna teoretična izhodišča. Sledi leksikološka analiza oglasov iz prve polovice 20. stoletja. Izbrala sem časopis Slovenski gospodar ter pregledala oglasna besedila, ki so bila v njem objavljena leta 1928. Za analizo sem izbrala 36 z leksikološkega vidika najzanimivejših oglasnih besedil. Analiza posameznega oglasa je izvedena s pomočjo različnih jezikovnih priročnikov in zajema več vidikov: grafično izpostavljene lekseme, oblikoslovne posebnosti, medleksemska razmerja, stilno zaznamovanost besed, izvor besed, značilnosti besednih zvez in krajšav. Posebna pozornost je namenjena sredstvom za pritegnitev naslovnikove pozornosti, ki so se nekoliko razlikovala od današnjih. Oglaševalčev namen, to je ustvariti zanimivo, atraktivno in drugačno oglaševalno besedilo ter prepričati naslovnika v nakup izdelka ali koriščenje storitve, pa je skozi stoletja ostal enak. Advertising is a phenomenon that one can encounter every day, on every step. Companies offering goods and services try to attract the consumer’s attention in different ways; nowadays they do it through various media and different linguistic and non-linguistic means. However, advertisements do not only appear in the last decades. First advertisement texts can be found at the end of the 18th century. The first part of this diploma paper deals with theory. It is then followed by a lexicological analysis of advertisements from the first half of the 20th century. I chose the newspaper “Slovenski gospodar” and looked at advertisement texts that were published in it in the year 1928. 36 advertisement texts that were the most interesting from the lexicological point of view were chosen for an analysis. The analysis was carried out with the help of different linguistic handbooks and concerns more points of view: graphically exposed lexemes, morphological particularity, inter-lexeme relationships, stylistically marked words, the origin of the word, characteristics of word phrases and abbreviations. I focused on the means for attracting the addressee’s attention, which are somewhat different from those used nowadays. However, the advertiser’s intentions stayed the same throughout the centuries – to create an interesting, attractive and different advertising text and convince the consumer into buying a certain product or using a certain service. Ključne besede: oglas oglaševanje leksikologija Slovenski gospodar. advertisement advertising lexicology Slovenski gospodar. true true false [T. Markežič] Slovenski jezik Angleški jezik Diplomsko delo 2010-09-20 16:27:27 2010-10-14 13:34:40 2022-04-13 07:36:03 2023-12-19 03:17:43 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.163.6(043.2) 17910536 URN:SI:UM:DK:BGMVDK2A UNI_Markezic_Tjasa_2010.pdf UNI_Markezic_Tjasa_2010.pdf 1 7D6C0DB687221908636212D87D5CF14F 0502cb63e89015ea54dd04df0e6ee0c5deffa8876fb3fa7fc09b6ca4a3282d5e 6802a563-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5e58a337-94cf-4f44-be94-9c6b2f6a6b8c https://dk.um.si/Dokument.php?lang=slv&id=17538 Filozofska fakulteta 0 0 0