1.01 Izvirni znanstveni članek
UDK 811.163.6ʹ38:659.1

Drago Unuk: Stilizacija oglasnih sloganov v medijskem oglaševanju. Časopis za zgodovino
in narodopisje, Maribor 90=55(2019), 1, str. 88–108

Oglasni slogani predstavljajo oglaševalski žanr publicističnega funkcijskega stila
sporočanja. Jezikovno-stilna oblikovanost je usmerjena na senzorno-emocionalno
kognitivno odzivanje naslovnikov. Imajo kratko in jedrno obliko, jedrnato in jasno
misel, privlačno stilizirano zvočno podobo, pripadajo kolektivnemu spominu. Osnovna
zasnovanost je v ponavljanju in variiranju. Namen je, da si naslovniki oglasni slogan
zapomnijo v zvezi slogan – blagovna znamka. Oglasni slogani odražajo banalnost
vsakdanjosti potrošniške družbe in jo obenem soustvarjajo.

1.01 Original Scientific Article
UDC 811.163.6ʹ38:659.1

Drago Unuk: Stylisation of Advertisement Slogans in Media Advertising. Review for
History and Ethnography, Maribor 90=55(2019), 1, pp. 88–108

Advertisement slogans represent the advertising genre of journalistic functional style
communication. The linguistic-stylistic form concentrates on the addressees’ sensory
and emotional response. The slogans have a short and concise form, concise and clear
idea, attractively stylised sensory image and they are part of collective memory. The
basic design is repetition and variation. Their goal is that the addressees remember the advertisement slogan in the relation between the slogan and the trademark. Advertisement
slogans reflect the banality of the everyday consumer society and are at the same
time also co-creating it.