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Primerjava naslavljanja občinstva v angleških in slovenskih spletnih oglasih na primeru kozmetike
Strojan, Nika (Author), Pisanski Peterlin, Agnes (Mentor) More about this mentor... This link opens in a new window

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Abstract
Pričujoče magistrsko delo je v okviru oglasov na Facebooku preučilo, kako oglaševalci naslavljajo žensko občinstvo v angleških in slovenskih oglasih za kozmetiko. Cilj analize je pokazati, da se tvorci oglaševalnih besedil pri nagovarjanju velikokrat odločijo za oseben pristop, zato je pogovorni jezik njihova prva izbira. Poleg tega je namen primerjati in ugotoviti, katere so značilnosti oglaševalskega jezika v angleških in slovenskih izvirnikih. Študija temelji na ročni analizi korpusa, ki obsega 70 angleških in 70 slovenskih oglasov na Facebooku. V prvem delu so predstavljeni rezultati jezikovne analize kozmetičnih oglasov, ki so bili pridobljeni z oblikovanjem različnih jezikovnih kriterijev (velelnikov, rabe druge osebe, svojilnih zaimkov, retoričnih vprašanj, neglagolskih povedi, neosebnih glagolskih oblik, kopičenja pridevnikov). V drugem delu so izpostavljene razlike naslavljanja ženskega občinstva v oglasih, ki ne oglašujejo kozmetike. Ugotovitve so pokazale, da v angleških in slovenskih kozmetičnih oglasih najdemo vrsto elementov, značilnih za pogovorni jezik, a podrobnejša analiza razkrije nekatere razlike pri izbiri jezikovnih sredstev. Neposredni nagovor ženskega občinstva v slovenskih kozmetičnih oglasih se v večini odraža v rabi velelnikov, rabi druge osebe ednine in retoričnih vprašanjih. Pri angleških kozmetičnih oglasih pa v rabi velelnikov, svojilnega zaimka your in prirednih zloženk.

Language:Slovenian
Keywords:splet, oglaševanje, neposredno naslavljanje, kozmetika, žensko občinstvo, pogovorni jezik
Work type:Master's thesis/paper (mb22)
Organization:FF - Faculty of Arts
Year:2020
Views:258
Downloads:81
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Secondary language

Language:English
Title:Addressing Audiences: A Comparison between English and Slovene Online Cosmetic Advertisements
Abstract:
Using Facebook ads, this study examines how advertisers address female audiences in English and Slovene online cosmetic advertisements. The aim of the analysis is to show that advertisers often adopt a personal approach while addressing an audience and this is mainly achieved with the use of informal style (direct address) and other lexico-grammatical elements. Moreover, the objective is also to establish differences between English and Slovene advertising language in terms of frequently used features. The study is based on a manual analysis of a corpus comprising 70 English and 70 Slovene Facebook ads. In the first part, ads advertising cosmetic products are analysed in terms of lexico-grammatical elements (imperatives, second person, disjunctive syntax, non-finite verb forms, possessive determiners, rhetorical questions, multiple modification). The second part focuses on the address in ads that do not advertise beauty products. The findings show that the frequency of direct address in the two languages is similar, but a closer analysis reveals a number of differences in the choice of means for addressing potential consumers. The direct address of female audiences in Slovene cosmetic advertisements is mostly reflected through the use of imperatives, second person singular and rhetorical questions. English cosmetic ads also include imperatives, however, the use of pronoun your and compound adjectives are more common.

Keywords:online, advertising, cosmetics, direct address, female audiences, informal style

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