Imperativnost u reklamnom diskursu hrvatskog, mađarskog i slovenskog jezika

master's thesis

• Author: Vanja Brkić
• Mentor: Virna Karlić (mentor)
• Mentor: Kristina Katalinić (komentor)
• Committee member: Ana Vasung (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Ugro-Finnish Studies
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philology; Slavic Studies

Abstract

Rad je posvećen analizi kategorije imperativnosti u reklamnom diskursu na hrvatskom, mađarskom i slovenskom jeziku, a organiziran je u osam tematskih cjelina. U prvoj cjelini utvrđuju se razlike između imperativnosti kao pragmatičke kategorije te imperativa kao gramatičke kategorije određene formalnim kriterijima. Nadalje, utvrđuje se njihova povezanost s direktivnošću i govornim činovima. U drugoj cjelini rada predstavljena su temeljna obilježja reklamnog diskursa te njegov položaj u sklopu tradicionalne podjele standardnoga jezika na funkcionalne stilove. Pritom je posebna pažnja posvećena načinima i sredstvima pomoću kojih se u reklamnom diskursu iskazuje poticaj na djelovanje, tj. direktivnost (gramatička kategorija imperativa i alternativna sredstva izražavanja imperativnosti). Nakon kontrastivne analize načina i sredstava izražavanja imperativnosti u hrvatskom, mađarskom i slovenskom jeziku na formalnoj razini, u završnoj cjelini rada slijedi prikaz rezultata analize imperativnosti u reklamnom diskursu hrvatskog, mađarskog i slovenskog jezika provedene na korpusu četiriju kategorija reklamnih poruka: reklamne poruke za auto-moto proizvode, banke, teleoperatere, alkoholna i bezalkoholna pića te prehrambene proizvode.

Abstract (english)

The paper deals with the analysis of the category of imperativeness in advertising discourse in Croatian, Hungarian and Slovenian, and is divided into eight thematic units. In the first chapter, the differences between imperativeness as a pragmatic category and imperative as a grammatical category is defined by formal criteria. Also, their connection with directivity and speech acts are established. In the second part of the paper, the main features of the advertising discourse and its place within the traditional division of the standard language into functional styles are presented. Particular attention is paid to the ways and means in which stimulus-based action is expressed in advertising discourse, i.e. directivity (grammatical category of imperatives and alternative expressions of imperativeness). After the contrastive analysis of the ways and means of expressing imperativeness in Croatian, Hungarian and Slovenian language on a formal level, the last part of the paper presents the results of the analysis of imperativeness in the advertising discourse of three languages, which was conducted by the corpus of four categories of advertising messages: advertising messages promoting cars, advertising messages of banks, teleoperators, and alcoholic and non-alcoholic beverages and food.

• Keywords: imperativ; imperativnost; govorni činovi; direktivnost; reklamni diskurs
• Keywords (english): imperative; imperativeness; speech acts; directives; advertising discourse
• Language: croatian
• URN:NBN: urn:nbn:hr:131:333979
• Study programme: Title: Hungarian Language and Literature (double major); Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra mađarskog jezika i književnosti (magistar/magistra mađarskog jezika i književnosti)
• Study programme: Title: South Slavic Languages and Literatures (double major); specializations in: Teaching, Linguistics and Translation, Literary-intercultural; Course: Linguistics and Translation; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra južnoslavenskih jezika i književnosti (magistar/magistra južnoslavenskih jezika i književnosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-10-07 08:24:48