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13.
Neprodani in trdni. Ja, seveda, potem pa svizec --- : osamosvajanje oglasnih sloganov v slovenskem jeziku
Polajnar, Janja
V prispevku so predstavljeni tisti oglasni slogani v slovenskem jeziku, ki se osamosvajajo, tj. so rabljeni v novih, predvsem neoglaševalskih sobesedilih. Ob primerjavi raziskav v domači in nemški ...literaturi s področja citatov in izcitatnih frazemov je izdelan model za opisovanje postopnega osamosvajanja oglasnih sloganov (priložnostni citat stalni citat izcitatni frazem). Na izbranih zgledih je v slovenščini ponazorjena raba tako prostih kot sovisnih sloganov domačih in tujih blagovnih znamk ter njihovih različnih izrazov, variant in modifikacij. Na kratko so obravnavani tudi frazeološki modeli iz sloganov.
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