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13.
Grafoderivati v tiskanih oglasih
Stramljič Breznik, Irena ; Voršič, Ines
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.
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