v iskanju naslovnikovega jezika
Monika Kalin Golob (Author)

Abstract

Članek obravnava jezikovne izbire v oglaševalskih besedilih. Z analizo besedila Lektorskega društva Slovenije, ki popravlja 16 oglasov, prikazujem, da tradicionalni model jezikovne zvrstnosti ne more biti analitično orodje za jezikoslovne razčlembe: oglaševanje je razbremenjeno žanrskih omejitev, zato kot prvo načelo postavlja iskanje ustreznega naslovnikovega jezika, šele nato s parazitiranjem na znanih žanrih in njihovo hibridizacijo ustvari oglas, ki bo vzbudil pozornost in prepričal k nakupu ali sprejetju nove ideje.

Keywords

slovenščina;stilistika;oglaševanje;jezikovne zvrsti;Oglaševanje;Oglaševalski jezik;Jezikovne zvrsti;

Data

Language: Slovenian
Year of publishing:
Typology: 1.16 - Independent Scientific Component Part or a Chapter in a Monograph
Organization: UL FDV - Faculty of Social Sciences
UDC: 811.163.6'42:659
COBISS: 32345693 Link will open in a new window
Views: 9
Downloads: 0
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Other data

Secondary language: English
Secondary abstract: This paper presents an analysis of language choices in advertising texts. The text Language Guidelines for Advertisers was analysed to show the professional stance of language revisers and the persistence of the traditional model of language registers, which cannot be a linguistic method. Advertising is freed from genre limitations and its first principle is the search for an appropriate language of address; only then, by exploiting known genres and hybridising them, is an advertisement created that attracts attention and convinces addressees to buy something or accept new ideas.
Secondary keywords: Advertising;Advertising language;Language genre;
Type (COBISS): Article
Pages: Str. 201-206
ID: 19519233
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