20.500.12556/RUL-23058 Grafoderivati v tiskanih oglasih Neprestano večanje števila oglaševalcev in širjenje oglaševalskega prostora že presegata receptivne sposobnosti naslovnikov, zato je ob tolikšni zasičenosti z oglasi vse težje zbuditi pozornost naslovnikov. Prispevek predstavlja poseben tip novotvorjenk v tiskanih oglasih, imenovanih grafoderivati, ki za učinkovanje uporabljajo grafične in ortografske prvine. Na podlagi zbranega gradiva bo podrobneje predstavljena njihova tipologija glede na uporabo in kombiniranje različnih pisnih znamenj (ABCČDZS, priseb(n)i, M!ZA, Remisliti, TISati, nezNOSen, ?mega, 3OR24 2N4N?4, Bank@Net ipd.) ter opredeljena njihova vloga, ki je večinoma estetska, čustvena ali intelektualna. Grafoderivati pogosto konkretizirajo bodisi oglaševalca bodisi oglaševano, včasih pa so le rezultat besedne igre v vlogi pritegnitve pozornosti. Vsekakor pa je v njih mogoče prepoznati težnjo po vse večji vizualizaciji oglasne komunikacije. The ever increasing number of advertisers and the expansion of advertising space has already exceeded receptive capabilities of addressees; this is the reason why arousing addressees' attention is becoming a more and more demanding task. The article presents a special type of nonce words in printed advertisements, called graphoderivatives, which use graphic and orthographic elements to achieve effectiveness. Their typology will be presented in detail based on collected materials, according to the usage and combinations of various written signs (ABCČDZS, priseb(n)i, M!ZA, Remisliti, TISati, nezNOSen, ?mega, 3OR24 2N4N?4, Bank@Net ipd.), and their role, which is mostly aesthetic, emotional or intellectual, will be defined. Graphoderivatives often reflect the advertiser or the advertised product itself, but sometimes they are just a pun aimed at attracting attention. However, it is possible to identify the tendency towards their increasing visualisation in advertising communication. besedotvorje novotvorjenke grafoderivati tiskani oglasi word-formation nonce words graphoderivatives printed advertisments true false false Slovenski jezik Angleški jezik Delo ni kategorizirano 2014-07-11 14:31:13 2014-07-11 14:31:13 2022-06-02 03:51:48 0000-00-00 00:00:00 2009 0 0 Str. 826-838 št. 6 Letn. 46 nov.-dec. 2009 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 81'373.611:659.1 0040-3598 29071965 http://dk.fdv.uni-lj.si/db/pdfs/tip20096_Breznik_Vorsic.pdf 1 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=23058 Fakulteta za družbene vede Teorija in praksa 0 0 0