20.500.12556/DKUM-40147 KNJIŽNE KAZALKE KOT OGLASI BOOKMARKS AS ADVERTISEMENTS POVZETEK Diplomsko delo obravnava knjižne kazalke kot sredstvo oglaševanja. Najprej so na kratko predstavljene zgodovina knjižnih kazalk in druge terminološke vzporednice. Na podlagi tipologije oglasov glede na namen oziroma sporočanjsko vlogo so knjižne kazalke razvrščene med primere pridobitnih in nepridobitnih oglasov. Ker so bili med opaznimi prvinami oglasov na knjižnih kazalkah tudi slogani, so podani tipologija dvodelnih trohejskih in jambskih sloganov ter enodelni trdilni, velelni, osamosvojitveni odvisniki, poimenovalni in aforistični slogani s primeri. Podrobna analiza besedil na zajetih knjižnih kazalkah nedvomno potrjuje tezo, da so tudi knjižne kazalke oglasi. ABSTRACT Diploma thesis examines bookmarks as a means of advertising. The thesis opens with an introduction into the history of bookmarks and their terminological parallels. Bookmarks are classified into profitable and non-profitable adverts as regards the advertising typology in terms of their purpose and communicative role. Since slogans were among prominent elements featured in adverts on analysed bookmarks, a typology of twofold trochaic and iambic slogans is proposed along with onefold affirmative, imperative, independent subordinate clauses, denominative and aphoristic slogans with examples. A detailed analysis of the corpus bookmarks, undoubtedly confirms the initial hypothesis that bookmarks are adverts as well. KLJUČNE BESEDE: slovenščina knjižna kazalka tipologija oglasov slogan Slovenian bookmark adverts typology slogan true true false [B. Krajnc] Slovenski jezik Angleški jezik Diplomsko delo 2013-04-12 14:35:33 2013-05-09 14:23:24 2022-05-12 23:27:56 2021-04-22 03:28:33 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.163.6'42:659.1(043.2) 19845896 URN:SI:UM:DK:UNZO8DM6 UNI_Krajnc_Barbara_2013.pdf UNI_Krajnc_Barbara_2013.pdf 1 F9EA710F96F77BCE87C519C43A41D83D 7b6430d3760a72ff96e6af8974232afdad5b131e1780ff34211a67f6dd2795da 49e5e1e0-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/acd3c6c4-9f40-4719-bbe7-7b99c13c8e15 https://dk.um.si/Dokument.php?lang=slv&id=54755 Filozofska fakulteta 0 0 0