Language and Style of Hoardings

Namen diplomskega dela je preučiti teoretične značilnosti veleplakata kot oglaševalskega besedila in besedilne vrste na preučevanem vzorcu šestdesetih veleplakatov. Diplomsko delo uvodoma predstavlja oglaševanje kot tržno-komunikacijsko dejavnost ter različne poglede na termina oglas in reklama. Na kratko predstavi zgodovino oglaševanja na Slovenskem, in sicer vse od prvega slovenskega oglasa iz leta 1794, zunanjih izveskov nad obrtniškimi delavnicami do pojavov prvih veleplakatov za časa osamosvojitve Slovenije. Sledi obravnava veleplakata kot besedilne vrste, pregled njegovih zunanjih in vsebinskih značilnosti in kritičnih pogledov nanj. Poleg strukturnega vidika oglasnih besedil je predstavljen tudi semiotični pogled nanje – verbalne in neverbalne prvine komunikacije, ki se pojavljajo na veleplakatih. Med neverbalnimi delo obravnava slikovno gradivo, kamor sodi tudi logotip, ločila in pisavo kot tako, analiza verbalnih elementov pa zajema jezikovno-stilno razčlenitev veleplakata, pri čemer se omejuje na besedišče (prevzete besede, termini, pogovorni izrazi, dialektizmi) in retorična sredstva, ki ustvarjajo na poseben način organiziran jezik in izviren stil oglasnih besedil. Empirični del teoretične predpostavke obravnava na analiziranem vzorcu veleplakatov. Diplomsko delo poskuša ugotoviti, kakšna je vizualna podoba veleplakatov in v kakšnem odnosu so verbalni in neverbalni elementi, kakšna leksika je uporabljena na veleplakatih, katera so pogosta ločila in kje je največ odstopanj od pravopisne norme ter katerih retoričnih sredstev se poslužujejo oglaševalci, da bi oglaševani izdelek ali storitev približali mimoidočemu naslovniku.The aim of my dissertation is to analyse the theoretical features of hoardings as advertising text as well as the analysis of the text types based on a sampling frame of sixty hoardings. In the beginning, advertising is presented as an activity that is market-oriented and serves the purpose of communication. Various perceptions of the terms oglas and reklama are discussed and the Slovenian advertising in its historical perspective is briefly outlined – from the first Slovenian advertisement in the year 1794, to the guild signs and the emergence of the first hoardings after Slovenia\u27s independence. This is followed by an analysis of hoardings as text types, an overview of the external properties as well as of the texts\u27 content and their critical evaluation. Beside the structured aspect of advertisement as text types, the semiotic aspect indicating the elements of verbal and non-verbal communication visible on the hoardings is presented as well. Among the elements of non-verbal communication, visuals, such as logos, punctuation and the writing styles are discussed. The analysis of the elements of verbal communication focuses on the linguistic and stylistic properties of hoardings and is restricted to the vocabulary (borrowed words, technical terms, slang, dialectisms) and to the rhetorical devices. The latter lend a special effect to the language and create an original style of advertising texts. The emphirical part applies the theoretical assumptions to a practical analysis of sample hoardings. The dissertation aims at providing an insight into the visual design of the hoardings and examining the relations between the elements of verbal and non-verbal communication. It also aims at examining the lexica used on the hoardings, the common punctuation, the deviation from the orthographic norm and the most popular rhetorical devices, with which the advertisers are trying to appeal to the passing-by addressees