Jezik oglasov: analiza izbranih poljskih in slovaških televizijskih oglasov

Čopi, Teresa (author), Pallay, Jozef (mentor), Wtorkowska, Maria (mentor)

Magistrska naloga je nastala z namenom analizirati jezik izbranih poljskih in slovaških televizijskih oglasov. Cilj naloge je bil raziskati, v kolikšni meri ter na kakšen način oglaševalci pri tvorjenju oglasnih besedil in oglasnih sloganov posegajo na področje jezikoslovja. Na podlagi teoretičnih predpostavk smo analizirali izbrane poljske in slovaške televizijske oglase. Magistrsko delo je sestavljeno iz teoretičnega in praktičnega dela. V prvem delu so, poleg splošnega vpogleda v televizijski oglas, predstavljene glavne funkcije televizijskega oglasnega sporočila, iztočnice za pisanje dobrega oglasnega besedila, slovnično-skladenjska tipologija oglasnega slogana ter tipologija jezikovnih značilnosti oglasnih besedil glede na fonetično, morfološko, sintaktično, leksikološko ter stilistično ravnino. V praktičnem delu naloge smo na podlagi teoretičnega dela analizirali izbrane poljske in slovaške televizijske oglase, ki smo jih razdelili na štiri tematske sklope. Vsak oglas je predstavljen s tremi tabelami. V prvi tabeli je zapisan govorjeni del oglasa ter slogan, v drugi tabeli je predstavljena jezikovno-formalna analiza oglasa, tretja tabela pa zajema analizo oglasa z vidika posamezne jezikovne ravnine. Na osnovi analize smo prišli do zaključka, da imajo pri ustvarjanju televizijskega oglasnega besedila bistveno vlogo vse jezikovne ravnine, ki skupaj tvorijo smiselno celoto. Dominantni sta predvsem fonetična in morfološka ravnina, ki tvorcu oglasa omogočata, da se z besedilom poigra na kar najbolj izviren način.

• Language: Slovenian
• Keywords: oglaševanje, televizijski oglas, jezik oglaševanja, slogan, jezikoslovna ravnina
• Work type: Master's thesis/paper
• Organization: FF - Faculty of Arts
• Year: 2019
• PID: 20.500.12556/RUL-111936
• Publication date in RUL: 17.10.2019

Secondary language

• Language: English
• Title: Language of advertisements: analysis of selected Polish and Slovak television advertisements

Abstract

The master thesis is aimed to analyse the language of selected Polish and Slovak television advertisements. The goal of the thesis was to examine to what extent and in what manner advertisers in creation of advertising texts and advertising slogans use a field of linguistics. On a basis of theoretical hypothesis, we analysed selected Polish and Slovak television advertisements. The master thesis consists of the theoretical and the practical part. In the first one is provided general insight into the topic of television advertisement. Furthermore, it presents major functions of television advertising messages, cues for writing well composed advertising texts, grammatically-syntactic typology of advertising slogan, as well as a typology of linguistic characteristics of advertising texts with regard to their phonetic, morphological, syntactic, lexicologic and stylistic level. In the practical part of the master thesis we used the theoretical background to analyse selected Polish and Slovak television advertisements, which were divided into four thematic groups. Each advertisement is presented by three tables. The first table contains a spoken part of an advertisement and a slogan, the second one provides a formal language analysis of the advertisement, while the third one brings the analysis of the advertisement from a viewpoint of individual levels of language. Analytical process allowed us to come to a conclusion that, in creation of television advertising text, a crucial role is played by all levels of language which are combined to form a sensible whole. Mainly prevail phonetic and morphological levels which enable the creator of the advertisement to play with words as originally as possible.

• Keywords: advertising, television advertisement, language of advertising, slogan, level of language