20.500.12556/DKUM-57152 JEZIKOVNE ZNAČILNOSTI V OGLASIH ŠTAJERCA THE LINGUISTIC CHARACTERISTICS OF STAJEREC'S ADVERTISEMENTS Osrednja tema diplomske naloge je preučevanje oglasov v časopisu Štajerc, ki je izhajal v obdobju med letoma 1900 in 1918. Naloga je sestavljena iz treh poglavitnih delov: 1. zgodovinskega uvoda, kjer so predstavljeni glavni mejniki razvoja oglaševalske dejavnosti v svetu in na slovenskih tleh; 2. teoretičnega dela, kjer sta predstavljeni besedilnost in pribesedilnost oglaševalskih besedil ter poglavitne značilnosti jezika v oglasih; 3. praktičnega dela, v okviru katerega je izvedena analiza izbranih oglasov. Pri predstavljanju (pri)besedilnosti oglasov je bistveno spoznanje, da lahko v sodobnem oglaševanju opazujemo dve temeljni obliki nagovarjanja potencialnega potrošnika – s pomočjo jezika (besedilnosti) in slike oziroma grafičnih elementov (pribesedilnosti). V tem smislu skuša diplomska naloga odgovoriti na vprašanje, na kakšen način, če sploh, sta besedilni in pribesedilni vidik oglaševanja izražena v oglasih časopisa Štajerc in kakšno je njuno medsebojno razmerje. Kot teoretična osnova je v tem delu upoštevana Koroščeva tipologija oglasov in njegovo razumevanje besedilno-pribesedilnih povezav. Pri opisu vsebine posameznih analiziranih oglasov so vzporedno opredeljene različne strategije pri oblikovanju (pri)besedilnosti, s pomočjo katerih so oglaševalci skušali doseči karseda izrazit vplivanjski učinek oglasov. Pri jezikovni analizi preučevanih oglasov so upoštevana pravila sodobnega knjižnega jezika. Na tej osnovi je podana primerjava današnjih slovničnih pravil ter raba jezika v oglasih časopisa Štajerc. Pri jezikovnem delu sem opazovala tudi, koliko so se že takrat uveljavljali t. i. reklamni stilemi današnjega časa. The central topic of the present diploma work is a study of advertisements in the newspaper Štajerc, which was published in the years between 1900 and 1918. The work consists of three main parts: 1. historical preamble, including a presentation of essential milestones in the development of advertising activity across the world and on Slovenian ground; 2. theoretical part, which focuses on textual and non-textual (pictorial) interrelations and main language characteristics of advertisements; 3. analytical part, which comprises of a linguistic analysis of selected advertisements. The key conclusion deriving from the presentation of (non-)textualism in advertisements implies that two basic forms of addressing a potential consumer can be observed in modern advertising: with language (textualism) or with picture, i.e. graphic elements (non-textualism). In this sense, the goal of the diploma work is to answer the question: in what way, if there be one, are textual and non-textual advertising aspects expressed in the advertisements found in Štajerc and how they relate to each other. Theoretically, this part of the diploma work is based on Korošec's typology of advertisements and his understanding of textual and non-textual interrelations. Parallel to the description of each advertisement included in the research, the diploma work discusses different strategies of forming textual and non-textual interrelations crucial for the advertisers to achieve the most efficient influential effect. The linguistic analysis of selected advertisements complies with the rules of modern literary language. Based on this, a comparison between contemporary grammatical rules and language usage in Štajerc is made. Apart from analysing language characteristics, this part of the diploma work also aims to establish to which extent the modern stylistically characterised linguistic means used in advertising can be found in Štajerc. zgodovina oglaševanja oglas besedilno-pribesedilne povezave jezikovne značilnosti Štajerc history of advertising advertisement textual and non-textual (pictorial) interrelations language characteristics Štajerc true true false [P. Žunkovič] Slovenski jezik Angleški jezik Diplomsko delo 2016-01-21 19:11:32 2016-02-19 12:43:50 2022-06-13 03:06:11 2021-05-15 03:41:56 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.163.6'42:655.5(043.2) 21946632 URN:SI:UM:DK:FRELAKVO UN_Zunkovic_Polona_2016.pdf UN_Zunkovic_Polona_2016.pdf 1 3225322F7392B1100E5C9F48C24EB938 e4e7da219d38ac2bf0eda0dd3f39775bba7a3edf142d2d2981fe0054020047eb e08d7214-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=85605 Filozofska fakulteta 0 0 0