20.500.12556/DKUM-48511 JEZIKOVNOSTILISTIČNA ANALIZA SLOGANOV V OGLAŠEVALSKIH BESEDILIH PONUDNIKA MOBILNIH STORITEV LANGUAGE STYLE ANALYSIS OF SLOGANS IN ADVERTISING TEXTS OF A MOBILE SERVICE PROVIDER Ponudniki blaga in storitev so dandanes zaradi vse večje konkurenčnosti na trgu pred vedno večjim izzivom. Na kak način pritegniti pozornost potencialnega kupca? Kaj je to, kar se danes »prodaja«? Kako sestaviti oglas, ki bo ostal še leta v spominu? Oglasi so s svojo izvirnostjo in prepričljivostjo postali pravi pokazatelj trendov, ki vladajo trgu. Pa ne samo trgu. Oglasi so se v kupce vkoreninili tako globoko, da močno odločajo o njihovih življenjskih odločitvah, smernicah, družbenih normah in celo lastnih vrednotah. Podjetja posegajo po najrazličnejših metodah, kako ustvariti oglas, ki bo edinstven na trgu, zapomnljiv, prepričljiv in se bo hkrati prikradel v srca potencialnih kupcev. Cilj podjetja je ustvariti oglas, ki v kupcu vzbudi potrebo po nakupu. V diplomskem delu smo se osredotočili na načine, s katerimi je ponudnik mobilnih storitev, podjetje Si.mobil, d. d., dosegal izvirnost in zapomnljivost oglasa, in kaj hitro ugotovili, da so se z leti delovanja podjetja spreminjale tako potrebe kupcev kot tudi splošen trend oglaševanja. Oglase smo podrobno analizirali, jih opredelili glede na zgradbo, določili smo reklamne stileme, ki se pojavljajo v geslu oglasa, opredelili tipologijo oglaševalskega besedila in opisali značilnosti reklamnega gesla. Suppliers of goods and services are today faced with growing challenges because of tougher competition on the market. How to attract the attention of a potential buyer? What “sells” today? How to make an advertisement that people will remember for years to come? Ads with their originality and persuasiveness have become true indicators of market trends. And it is not just the market that these trends are influencing. Ads have become such an integral part of customers' lives that they now influence their life decisions, their guidelines, their social norms and even their values. Companies are using different methods when producing ads that are unique, memorable, convincing and are at the same time capable of winning over the hearts of potential buyers. The goal of a company is to make an ad that will induce the need to buy. In this paper, we have focused on the ways with which the company Si.mobil, d.d., a telecommunications company, achieved uniqueness and memorability of their ads and we quickly came to the conclusion that the customers' needs and the overall advertising trends have changed throughout the years. We carried out a detailed analysis of the ads, defined their structure, determined the advertising stylemes that occur in the ad's slogan, the typology of the text in the ad and the characteristics of the ad’s slogan. Oglaševanje oglaševalsko besedilo oglasni stilemi besediloslovje. Advertising advertisment text structure ad structure advertising stylemes in text linguistics true true false [N. N. Lanščak] Slovenski jezik Angleški jezik Diplomsko delo 2015-06-26 15:08:02 2015-10-08 13:15:23 2022-05-25 03:07:36 2021-05-08 03:44:51 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.163.6'42 21533704 URN:SI:UM:DK:2844S9QM UN_Lanscak_Nina_Nusa_2015.pdf UN_Lanscak_Nina_Nusa_2015.pdf 1 17D32A7657A738E5B8AAA658B2F70C84 6b9b0fa8071b279338b4d0f0379a922c4edd01e171c6fc0c80a7cf44e9a6dee7 0b572613-7c08-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=72888 Filozofska fakulteta 0 0 0