Tradicionalnost in modernost prekmurskih oglaševalskih besedil
Jesenšek, Marko
V Kalendarju srca Jezušovega so bili objavljeni prvi celostranski prekmurski reklamni oglasi. Stilistična analiza prvega objavljenega oglasa iz leta 1904 in primerjava jezika ter besedja v ...štiridestletnem izhajanju Kalendarja odkriva, da je moderno v prekmurskem oglaševalskem jeziku 20. stoletja (1) nadomeščanje arhaičnega prekmurskega s slovenskim knjižnim jezikom, (2) nadomeščanje ogrice s slovenico, (3) zavračanje panonskega besedja in madžarizmov ter (4) oblikovanje pokrajinskega prekmurskega pogovornega jezika
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