Stilistička analiza slogana televizijskih promidžbenih poruka

master's thesis

• Title (english): Stylistic analysis of television advertising slogans
• Author: Marta Kovačević
• Mentor: Karolina Vrban Zrinski (mentor)
• Committee member: Mario Grčević (predsjednik povjerenstva)
• Committee member: Petar Ušković Croata (član povjerenstva)
• Committee member: Karolina Vrban Zrinski (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Croatology); Zagreb
• Defense date and country: 2021-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: INTERDISCIPLINARY AREAS OF KNOWLEDGE; Croatian Studies

Abstract

U ovom se radu istražuje jezični stil slogana i naslova televizijskih promidžbenih poruka
preuzetih s odabranoga televizijskoga programa u istom terminu u razdoblju od tjedan dana.
Predstavlja se stilistika kao deskriptivna znanstvena disciplina te kao način dopiranja do
afektivnoga stanja, misaone svijesti i poruke iskaza. Opisuje se povezanost stila i kulture te
uloga promidžbenih poruka u kulturi. Stilistička analiza vrši se u vidu stilskih figura te
denotativnih i konotativnih značenja slogana. Slogani su podijeljeni s obzirom na vrstu robe
koja se oglašava. Svaki slogan je zapisan uz pripadajući naslov te stilistički opisan, a zatim su
istražena njihova zajednička obilježja i način komunikacije s ciljanim primateljima.
Televizijske promidžbene poruke promatraju se kao jedan od oblika promidžbene kulture, koja
je dio tzv. globalne kulture. Kreativni izričaj promidžbenih poruka ima jedinstven stil koji
karakteriziraju figurativnost, hibridnost, originalnost i funkcionalnost. Jezični stil uvelike
oblikuje način na koji se prihvaćaju eksplicitne i implicitne tvrdnje promidžbenih poruka, a one
imaju ulogu pri oblikovanju identiteta primatelja, pojedinaca, skupina te društva u cjelini što
naposljetku ostvaruje smjer kulturnoga razvoja.

Abstract (english)

In this paper we will see into a style of language in television advertising slogans and headlines
that we took from selected television programme wich was broadcast in the same time during
period of one week. We will describe stylistics as a descriptive scientific discipline that shows
how to explore affects, thoughts and messages of one's utterance. We will also show a conection
of style and culture so as the role of advertising in it. The way that we are going to make stylistic
analysis is through finding stylistic figures and denotative and connotative meanings of slogans.
We will organize and interpret slogans based on the type of advertising goods. Each slogan will
be conected to a headline of its advertisment and put through stylistc description. Then we will
describe their similarities and the type of communication with target recipients. We will think
of television advertising as one point of advertising culture that is part of so called global
culture. Creative expression of advertising has unique style that is figurative, diverse, original
and functional. Style of language plays significant role in excepting explicit and implicit claims
of advertisings. Those claims can shape identity of recipients, communities and society and
direct the way of culture growth.

• Keywords: stilistika; jezik medija; promidžbene poruke; kultura
• Keywords (english): stylistics; language of media; advertising; culture
• Language: croatian
• URN:NBN: urn:nbn:hr:111:787767
• Study programme: Title: Department of Croatology; specializations in: scientific, teaching; Course: scientific; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra kroatologije (magistar/magistra kroatologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2021-10-14 07:24:39