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Sprachliche und inhaltliche Tendenzen rekontextualisierter WerbeslogansPolajnar, JanjaOsamosvojeni oglasni slogani so slogani, ki jih govorci ponovno uporabijo v novih besedilih, pri čemer dobijo splošnejši pomen in so (iz)rabljeni v najrazličnejših funkcijah. Zanimivo je, da se ... osamosvojijo samo oglasni slogani - njihove izbrane oblikovne in pomenske značilnosti so strnjene v pričujočem članku. V časopisih so rabljeni krajši oglasni slogani ali njihove skrajšane variante. Gre za enozložne povedi ali elipse, ki so v osnovi povedne, a so v novem sobesedilu velikokrat rabljene kot vzklične. Zdi se, da se k osamosvojitvi bolj nagibajo oglasni slogani, ki slonijo na ustaljenih frazemih, krilaticah ali celo na oglasnih sloganih. Osamosvojeni oglasni slogani so tudi retorično ekspresivni. Predvsem so pogoste kvalitativna evfonija (npr. aliteracija, rima) ter ogovorne figure (ogovor, retorično vprašanje, vzklik), ki v sobesedilu izpolnjujejo pomembne pragmatične funkcije (vzbujanje emocij in pozornosti pri bralcu). Pomensko osamosvojeni slogani pogosto izražajo vidike, ki zadevajo naslovnika ali oglaševani proizvod, v novem besedilu torej bralca ali temo besedila. Zanimivo je, da najpogosteje rabljeni osamosvojeni slogani opisujejo in/ali izražajo čustva, kar je še posebej učinkovito v časopisnih besedilih, ki želijo vplivati na mnenje bralcev. V sobesedilu so osamosvojeni slogani velikokrat rabljeni na začetkih besedila, z namenom vzbujanja pozornosti in motiviranja k branju, ter na koncu besedila, kjer služijo poudarjenemu izražanju poante.Source: A svet je kroženje in povezava zagonetna --- : zbornik ob 80-letnici zaslužnega profesorja dr. Mirka Križmana = Festschrift für Prof. em. Dr. Mirko Križman zum 80. Geburtstag (str. 289-303)Type of material - article, component part ; adult, seriousPublish date - 2012Language - germanCOBISS.SI-ID - 48171362
Author
Polajnar, Janja
Topics
reklamni slogani |
nemščina |
časopisi |
reklama |
reklamni jezik |
oglaševanje |
commercial slogans |
German language |
newspapers |
advertising |
language of advertising
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Polajnar, Janja | 26214 |
Source: Personal bibliographies
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