| Abstract | Reklame su svuda oko nas, dio su naše svakodnevice. Glavni im je cilj privući potrošača i navesti ih na kupnju proizvoda. Kako bi ostvarile taj cilj, istraživanjem reklama bave se mnoge discipline, a jezik reklama ponajviše istražuju marketinški stručnjaci i lingvisti. Reklame su multimedijalne, što znači da imaju vizualni, zvukovni i jezični aspekt. Upravo ovom kombinacijom pokušava se ostvariti glavni cilj. Ovaj rad bavi se jezičnim aspektom reklama i reklamnih tekstova te daje pregled njihovih jezičnih obilježja koja izdvajaju brojni hrvatski i turski jezikoslovci s primjerima. Cilj ovog rada je na prikupljenoj građi istražiti kojim se jezičnim osobitostima odlikuju reklamni tekstovi i slogani u odabranim turskim i hrvatskim reklamama iz različitih područja. Analizirana je 51 reklama (31 turska i 20 hrvatskih) u kojoj su uočena razna jezična obilježja. Analiza pokazuje da se u reklamama, i turskim i hrvatskim, koriste ista jezična sredstva (gramatička i stilska). Od gramatičkih to su: upotreba atributa, ponavljanje, upotreba osobnih zamjenica drugog lica jednine i množine, prezenta i imperativa, a od stilskih: hiperbola, metafora i personifikacija, modifikacije i frazemski izrazi, internacionalizmi, i dr. |
| Abstract (english) | Advertisements and commercials are all around us, they are a part of our everyday life. Their main goal is to attract the consumers and make them buy the product. In order to achieve this goal, there are many disciplines that deal with advertising research, and the language used in advertising is mostly researched by marketing experts and linguists. Commercials are multimedial, which means they have a visual, an audio and a linguistic aspect. Their main goal is achieved by using this combination. This thesis deals with the linguistic aspect of commercials and advertising texts and provides an overview of their linguistic features, singled out by numerous Croatian and Turkish linguists, using examples. The aim of this paper is to, within the collected material, investigate the linguistic peculiarities of advertising texts and slogans in the selected Turkish and Croatian advertisements and commercials, from different areas. A total of 51 commercials and advertisements were analysed (31 Turkish and 20 Croatian), in which various linguistic features were observed. The analysis shows that, in both Turkish and Croatian commercials, the same linguistic means (grammatical and stylistic) are used. The grammatical ones are: use of attributes, repetition, use of personal pronouns for 2nd person singular and plural, present tense and imperative; and the stylistic ones: hyperbole, metaphor and personification, modifications and phrasal expressions, internationalisms, etc. |
