Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo

master's thesis

• Title (english): The Rhetorical and Stylistic Analysis of Modern Beer Advertising in Croatia
• Author: Iva Puškar
• Mentor: Nikola Košćak (mentor)
• Mentor: Gabrijela Kišiček (komentor)
• Committee member: Krešimir Bagić (predsjednik povjerenstva)
• Committee member: Gabrijela Kišiček (član povjerenstva)
• Committee member: Nikola Košćak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Croatian language and literature); Zagreb
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Phonetics); Zagreb
• Defense date and country: 2019-09-09, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Phonetics
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Croatian Studies

Abstract

Ovaj rad proučava retorička i stilistička sredstva uvjeravanja koja se javljaju u hrvatskim suvremenim reklamama za pivo. Najprije se teorijski govori o retorici i stilistici, o njihovoj važnosti u društvu te o sredstvima uvjeravanja kojima se koriste. Reklame najpoznatijih brendova kao što su Ožujsko pivo, Karlovačko pivo te Laško Zlatorog s retoričke strane bivaju analizirane metodama uvjeravanja poznatima još od antike (od Aristotela), a to su etos, patos i logos, kojima suvremeni retoričari pridružuju i kairos. Iz stilističke perspektive reklame navedenih brendova promatrane su s obzirom na stilske figure i funkcionalne stilove koji se u njima pojavljuju. Cilj rada je utvrditi koje retoričke taktike koriste navedeni brendovi u svojim reklamama, odnosno kojim se stilskim figurama i stilovima služe. Rezultati analize pokazuju da reklame za Ožujsko pivo uglavnom ciljaju na patos, koji se javlja u kombinaciji s kairosom, reklame za Karlovačko pivo pretežno uvjeravaju etosom, kojemu se mogu priključiti patos i kairos, a u reklamama za Laško Zlatorog prevlast u uvjeravanju ima etos, gdjekad u kombinaciji s kairosom. Iz stilističke perspektive situacija nije tako predvidljiva, javljaju se različite stilske figure poput metafore, gradacije, simbola, ponavljanja i sl. kako bi se čim više obogatio reklamni diskurs, a od funkcionalnih stilova dominira razgovorni stil.

Abstract (english)

This paper scrutinizes rhetorical and stylistic modes of persuasion which appear in modern beer advertising in Croatia. First of all, there are some paragraphs about theory of rhetoric and stylistics, about their importance in the society and about modes of persuasion they use. Advertisements of the most famous brands like Ožujsko, Karlovačko and Laško Zlatorog were analyzed from the rhetorical aspect by modes of persuasion known since ancient times (since Aristotel), and they are ethos, pathos and logos, but contemporary rhetoricians add to them also kairos. From stylistic aspect advertisements of mentioned brands were observed considering stylistic figures and functional styles that appear in them. Purpose of this paper is to establish which rhetorical tactics were used in advertisements of mentioned brands and also which stylistic figures and functional styles were used in them. Results of analysis show that advertisements of Ožujsko use pathos in persuasion, which is often combined with kairos, advertisements of Karlovačko in general convince with ethos, but there can also be pathos and kairos, while advertisements of Laško Zlatorog predominantly convince with ethos, which is sometimes combined with kairos. From stylistic aspect situation is not so predictable, there are plenty of different stylistic figures like metaphor, gradation, symbol or repetition which are used to enrich the discourse of advertising and about functional styles, in advertisements prevails colloquial style.

• Keywords: retorika; stilistika; metode uvjeravanja; reklame za pivo
• Keywords (english): rhetoric; stylistics; modes of persuasion; beer advertisements
• Language: croatian
• URN:NBN: urn:nbn:hr:131:548547
• Study programme: Title: Croatian Language and Literature; specializations in: Teaching; Course: Teaching; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra edukacije hrvatskog jezika i književnosti (magistar/magistra edukacije hrvatskog jezika i književnosti)
• Study programme: Title: Phonetics (double major); specializations in: Clinical Phonetics, Rhetoric, General Phonetics; Course: Rhetoric; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra edukacije govorništva (magistar/magistra edukacije govorništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-06-10 11:44:11