Kontrastivna analiza oglasnih besedil v slovenskem in italijanskem jeziku : jezikovna sredstva z namenom prepričevanja naslovnika

Brus, Mateja (author), Smolej, Mojca (mentor), Ožbot, Martina (mentor)

Namen magistrske naloge je analiza ter kontrastivna primerjava slovenskih in italijanskih oglasov za izdelke različnih področij. Naloga se osredotoča predvsem na uporabo izbranih jezikovnih sredstev, ki se pojavljajo v paralelnih besedilih za isti izdelek, in osvetli definicijo oglasa kot (jezikovnega in nejezikovnega) kontinuuma ter predstavi različne poglede na terminologijo, povezano z oglaševanjem. Dotakne se razvoja oglaševanja na slovenskih ter italijanskih tleh, kratko oriše razvoj današnjega oglasa iz reklame kot njegove predhodnice, predstavi tudi prvi slovenski oglas iz leta 1794 ter prvega italijanskega, objavljenega leta 1690. Opiše podobo oglasnega besedila in njegove glavne sestavne dele, pri tem se osredotoči na različne funkcije jezika, ki se v tej besedilni vrsti pojavljajo. V namen analize predstavi teorijo Umberta Eca (Struttura assente, 1983), ki se dotika verbalnih in neverbalnih prvin oglasnih besedil ter njihove medsebojne navezave, osredotoči pa se tudi na njihov vpliv na naslovnika. Podrobno razčleni jezikovno podobo te besedilne vrste, uporabljeno besedišče (tvorjenke, prevzete besede, tehnične izraze, retorična sredstva) in skladnjo, pri tem se osredotoči na tipična jezikovna sredstva analiziranih jezikov. Predstavi besedilo ter kriterije besedilnosti, žarišče usmeri na pozivna besedila, kamor uvrščamo tudi oglase. Pri tem izpelje pojem argumentacije, ki se deli na razumsko utemeljevanje in čustveno prepričevanje. Za namen analize je vključen model argumentativnega razvijanja teme po K. Brinkerju (Linguistische Textanalyse, 1985). Emprirični del se posveti analizi 16 slovenskih ter 15 italijanskih oglasov iz tiskanih medijev (časopisi, revije, katalogi itd.), ob upoštevanju predstavljenih teoretičnih spoznanj. Magistrska naloga skuša ugotoviti, katere so največje medjezikovne razlike in podobnosti v uporabi besedišča in skladnje v omenjenih besedilih. Pri opazovanju se osredotoči tudi na preučevanje razmerja med verbalnimi in neverbalnimi prvinami ter na njihovo medsebojno povezanost. Vsaka analiza vsebuje končno kontrastivno primerjavo, v kateri se pokažejo vzporednice oziroma razlike med posameznima oglasoma, končno ugotovitev poda v obliki strnjenega sklepa.

• Language: Slovenian
• Keywords: slovenščina, italijanščina, kontrastivna analiza, oglaševanje, oglas, oglasna besedila, jezikovna sredstva, oblikoslovje, skladnja, besedišče, besediloslovje, argumentacija, bolonjski magisteriji, magistrska dela
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FF - Faculty of Arts
• Place of publishing: Ljubljana
• Publisher: [M. Brus]
• Year: 2017
• Number of pages: 206 str.
• PID: 20.500.12556/RUL-98283
• UDC: [811.163.6:811.131.1]:659.1(043.2)
• COBISS.SI-ID: 64969570
• Publication date in RUL: 23.11.2017

Secondary language

• Language: Italian

Abstract

The purpose of the master thesis is to analyse and compare Slovenian and Italian advertisements for different products. It is focused primarily on the use of selected linguistic tools that appear in parallel texts concerning the same product. Taking as a starting point the definition of advertisement as a (linguistic and non-linguistic) continuum it presents different views of the terminology related to advertising. It touches upon the development of advertising in Slovenia and Italy and briefly outlines the development of today's advertisements from their predecessors. The first Slovenian (1794) and Italian advertisements (1690) are also presented. Then the structure of the advertisement and its main components are outlined, whereby different functions of language relevant to the textual genre in question are discussed. Finally, the theory developed by Umberto Eco in his Struttura assente (1983) is introduced, which deals with verbal and non-verbal elements of the advertisement and the relationship between them, while it also takes into account their effects on the addressee. The thesis analyzes in detail the linguistic properties of the bilingual Italian-Slovene textual corpus, including their vocabulary (neologisms and borrowed words, technical expressions, rhetorical tools) and syntax. After presenting a definition of the text and the standards of textuality, it focuses on appellative texts, in which advertisements are also comprised. At this point, the notion of argumentation is introduced, which is divided into rational and objective persuasion on the one hand or and manipulative persuasion on the other hand. The model of the argumentative theme development after K. Brinker (Linguistische Textanalyse, 1985) is also taken into account. The empirical part analyzes 16 Slovenian and 15 Italian advertisements derived from printed media (newspapers, magazines, catalogues, etc.). The thesis tries to identify the most important differences and similarities between the two languages at the lexical and the syntactic levels. The analysis also takes into account the relationship between verbal and non-verbal elements in the examined texts. Every piece of analysis includes a brief comparative overview of the texts in question that aims at providing some contrastive observations.