Lačen si ful drugačen : v iskanju naslovnikovega jezika

Kalin Golob, Monika (author)

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.

• Language: Slovenian
• Keywords: slovenščina, stilistika, oglaševanje, jezikovne zvrsti, oglaševalska besedila, jezik medijev, slogani, stilna analiza
• Work type: Article
• Typology: 1.16 - Independent Scientific Component Part or a Chapter in a Monograph
• Organization: FF - Faculty of Arts
• Year: 2013
• Number of pages: Str. 201-206
• PID: 20.500.12556/RUL-147656
• UDC: 811.163.6'42:659
• COBISS.SI-ID: 32345693
• Publication date in RUL: 10.07.2023

Record is a part of a monograph

• Title: Družbena funkcijskost jezika : (vidiki, merila, opredelitve)
• Editors: Andreja Žele
• Place of publishing: Ljubljana
• Publisher: Znanstvena založba Filozofske fakultete
• Year: 2013
• ISBN: 978-961-237-609-3
• COBISS.SI-ID: 269357568
• Collection title: Obdobja
• Collection numbering: 32
• Collection ISSN: 1408-211X

Secondary language

• Language: English

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.

• Keywords: advertising texts, media language, slogans, style analysis, language registers