NEOLOGISMS IN PRESS AND WEB ADVERTISEMENTS

Oglasi so postali del našega vsakdanjega življenja, saj nas kot potencialne potrošnike na najrazličnejše načine nagovarjajo na vsakem koraku. Težnja po kreativnosti, zanimivosti in vpadljivosti je opazna tudi v jeziku oglasov. V zadnjem času kot izraz izvirnosti in duhovitosti oglaševalcev pogosto zasledimo nove besede oz. novotvorjenke. Te so predmet našega raziskovanja. Na osnovi paberkovalno zbranih tiskanih in spletnih oglasov smo napravili besedotvorno analizo novotvorjenih besed. Zanimal nas je način tvorbe, ali novotvorjenke nastajajo po že ustaljenih besedotvornih postopkih, analogiji ali po kakšnih še neuveljavljenih tvorbenih vzorcih. V analizi smo opozorili na morebitno stilno in zvrstno zaznamovanost novih tvorjenk. Vsako izmed obravnavanih besed smo skušali tudi pomensko opredeliti, v besedilnih korpusih FidaPLUS in Nova beseda pa smo preverjali, ali je katera od novotvorjenk že zajeta. Oglasi so obravnavani kot celota z namenom, da se ugotovijo zgradbene prvine, v katerih so novotvorjenke največkrat prisotne, hkrati pa smo želeli izvedeti, v kolikšni meri so novotvorjenke vezane na ime oglaševalca ali oglaševanega predmeta.ABSTRACT Advertisements have become a part of our everyday life. They are addressing us, the potential consumers, everywhere we are, and in every possible way. In the language of advertisements, aspiration for being creative, interesting and noticeable can be seen. Lately we can frequently detect new words or neologisms as expression of originality and wittiness of advertisers. Neologisms are the object of our research. On the basis of randomly chosen printed and web advertisements we prepared word-formation analysis of neologisms. We were interested in manner of formation - are neologisms formed by set word formation patterns, analogy or by some yet not accepted formation patterns. In the analysis we warned about possible stylistic and genre denotation of new derivatives. Each word discussed we tried to define semantically, and in FidaPLUS and Nova beseda word corpuses we were checking if any of the neologisms are already covered. Advertisements are discussed as a whole with the intention to ascertain forming elements, in which neologisms are present most frequently, and at the same time we tried to find out to what extent neologisms are connected with specific advertiser or advertised object