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master's thesis
Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo
Zagreb: University of Zagreb, University of Zagreb, Faculty of Humanities and Social Sciences, 2019. urn:nbn:hr:131:548547
Puškar, Iva
University of Zagreb
Faculty of Humanities and Social Sciences
Department of Croatian language and literature
University of Zagreb
Faculty of Humanities and Social Sciences
Department of Phonetics

Institutional repository: ODRAZ

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Puškar, I. (2019). Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:548547

Puškar, Iva. "Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences; University of Zagreb, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:131:548547

Puškar, Iva. "Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences; University of Zagreb, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:131:548547

Puškar, I. (2019). 'Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences; University of Zagreb, Faculty of Humanities and Social Sciences, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:131:548547

Puškar I. Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2019 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:131:548547

I. Puškar, "Retorička i stilistička analiza hrvatskih suvremenih reklama za pivo", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb; University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:131:548547

Metadata
TitleRetorička i stilistička analiza hrvatskih suvremenih reklama za pivo
Title (english)The Rhetorical and Stylistic Analysis of Modern Beer Advertising in Croatia
AuthorIva Puškar
MentorNikola Košćak (mentor)
MentorGabrijela Kišiček (komentor)
Committee memberKrešimir Bagić (predsjednik povjerenstva)
Committee memberGabrijela Kišiček (član povjerenstva)
Committee memberNikola Košćak (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of Croatian language and literature)
Zagreb
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of Phonetics)
Zagreb
Defense date and country2019-09-09, 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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:548547
Study programmeTitle: 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 programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-06-10 11:44:11