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master's thesis
LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA
Split: University of Split, Faculty of Humanities and Social Sciences, University of Split, 2021. urn:nbn:hr:172:467987
Šunjić, Dora
University of Split
Faculty of Humanities and Social Sciences

Institutional repository: Repository of Faculty of humanities and social sciences

Cite this document

Šunjić, D. (2021). LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA (Master's thesis). Split: University of Split, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:172:467987

Šunjić, Dora. "LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA." Master's thesis, University of Split, Faculty of Humanities and Social Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:172:467987

Šunjić, Dora. "LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA." Master's thesis, University of Split, Faculty of Humanities and Social Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:172:467987

Šunjić, D. (2021). 'LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA', Master's thesis, University of Split, Faculty of Humanities and Social Sciences, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:172:467987

Šunjić D. LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA [Master's thesis]. Split: University of Split, Faculty of Humanities and Social Sciences; 2021 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:172:467987

D. Šunjić, "LINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA", Master's thesis, University of Split, Faculty of Humanities and Social Sciences, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:172:467987

Metadata
TitleLINGVISTIČKA I RETORIČKA SREDSTVA UVJERAVANJA U REKLAMNOM DISKURSU ŽENSKIH ČASOPISA
AuthorDora Šunjić
MentorAnita Runjić-Stoilova (mentor)
Committee memberAnita Runjić-Stoilova (predsjednik povjerenstva)
Committee memberKatarina Lozić Knezović (član povjerenstva)
Committee memberEni Buljubašić (član povjerenstva)
GranterUniversity of Split
Faculty of Humanities and Social Sciences
Split
Defense date and country2021-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Abstract
Ovaj se rad bavi načinima uvjeravanja u reklamnom diskursu ženskih časopisa. Za istraživanje je odabrano pet primjeraka časopisa Cosmopolitan te pet primjeraka časopisa Elle. Cilj je bio utvrditi lingvistička i retorička sredstva kojima se uvjerava u ženskim časopisima te ustanoviti na kojoj se jezičnoj razini javlja najviše sredstava. Tražila su se sredstva na leksičkoj, semantičkoj, morfološkoj i sintaktičkoj jezičnoj razini te retorička sredstva kao zasebna kategorija. Osnovna je pretpostavke bila da će se u svrhu oblikovanja što kvalitetnije i potpunije reklame javljati sredstva na svim jezičnim razinama, ali da će ih najviše biti na leksičkoj jezičnoj razini s obzirom na učestalost javljanja imenica, glagola, pridjeva i anglizama u reklamama koji pridonose prikazivanju proizvoda u što boljem svjetlu. To je nakon istraživanja i potvrđeno. Slijede sredstva na semantičkoj razini, retorička sredstva, sredstva na morfološkoj te naposljetku i sintaktičkoj razini. Također, istaknuta je važnost vizualne retorike kao dopune jezičnom kodu. Prikazane su karakteristike načina obraćanja ženama u ženskim časopisima od kojih se ističu kontradiktornost te manipulacija.
Abstract (english)
This paper deals with ways of persuasion in the advertising discourse of women's magazines. Five copies of Cosmopolitan magazine and five copies of Elle magazine were chosen for the research. The main purpose was to determine the linguistic and rhetorical features of persuasion in women's magazines and to determine on which linguistic level most features appear. The linguistic features were searched for on lexical, semantic, morphological and syntactic level and rhetorical features were searched for as a seperate category. The initial assumption was that, in order to make the best possible advertisement, features on all linguistic levels will be used, but the second assumption was that most of them will appear on lexical level, considering the amount of nouns, verbs, adjectives and anglisms in advertisements which contribute to showing the products in the best light. These assumptions were confirmed after the research. After features on lexical level, most features appeared on semantic level, rhetorical features, features on morphological level and lastly on syntactic level. Also, the importance of visual rhetoric was highlighted, which adds to the language code. Lastly, characteristics of the way of addressing women in women's magazines were shown, from which contradiction and manipulation stand out.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:172:467987
Study programmeTitle: Croatian language and literature; specializations in: Teacher Training, Croatian Cultural Studies
Course: Teacher Training
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra hrvatskog jezika i književnosti (magistar/magistra hrvatskog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-09-20 12:00:23