Razlike u biokemijskim reaktantima akutne faze i kvaliteti spavanja obzirom na tip krvožilnog pristupa u bolesnika liječenih hemodijalizom

In patients on hemodialysis (HD ), there is a high prevalence of disturbed sleep quality caused by unknown causes. The study aimed to compare differences in the levels of biochemical reactants in the acute phase, creatinine, sociodemographic factors, alexithymia, and sleep quality in a group of HD patients considering the vascular approach, as well as to determine differences between HD patients with normal and low sleep quality and to determine predictive factors for sleep quality. The research included 79 HD patients of both sexes, aged from 33 to 87, treated at UHC Osijek, General hospital Vinkovci, and Outpatient clinic Županja. Laboratory tests have been made on the HD , and clinical and sociodemographic information was collected. The authors used the Croatian version of the Pittsburgh sleep quality questionnaire for Toronto alexithymia scale 26 and the Epworth scale for daily sleepiness. HD patients who are dialysed through central venous catheter have significantly lower levels of albumins (p=0.02 Mann-Whitney U test), creatinine (p=0.007 Mann-Whitney U test), and they remain on dialysis for a shorter period of time compared to the patients with arteriovenous fistule (p=0.002 Mann-Whitney U test). Patients who are longer on HD have a 1.395 times higher chance for lower sleep quality (OR = 1.395 95% CI 1.02 do 1.74). The only predictive factor for lower sleep quality in HD patients is the duration of HD treatment.U bolesnika liječenih hemodijalizom (HD ) postoji visoka prevalencija poremećaja kvalitete spavanja s nedovoljno utvrđenim uzrocima. Cilj istraživanja je usporediti razlike u razinama pojedinih biokemijskih, sociodemografskih čimbenika, aleksitimije i kvalitete spavanja u skupinama HD bolesnika s obzirom na tip vaskularnog pristupa, odrediti i razlike između HD bolesnika sa urednom i sniženom kvalitetom spavanja i utvrditi prediktivne faktore snižene kvalitete sna. U istraživanju je sudjelovalo 79 ispitanika oba spola liječenih hemodijalizom, dobnog raspona između 33 do 87 godina iz KBC Osijek, OŽB Vinkovci i DZ Županja. HD bolesnicima su uzeti uzorci krvi za laboratorijsku analizu te su zabilježeni klinički i sociodemografski podaci. Bolesnici su anketirani pomoću hrvatske inačice Pitsburškog upitnika za mjerenje kvalitete spavanja, Toronto aleksitimija skale 26 i Epworthove ljestvice dnevne pospanosti. HD bolesnici koji se dijaliziraju preko centralnog venskog katetera imaju značajno niže vrijednosti albumina (p=0,02 Mann-Whitney U test), kreatinina (p=0,007 Mann-Whitney U test) i kraće se dijaliziraju u odnosu na bolesnike sa arteriovenskom fistulom (p=0,002 Mann-Whitney U test). Ispitanici koji su dulje vrijeme na HD imaju 1,395 puta veću šansu za sniženu kvalitetu spavanja (OR = 1,395 95%CI 1,02 do 1,74). Jedini prediktivni faktor snižene kvalitete spavanja u HD bolesnika je trajanje liječenja hemodijalizom

The clinical and predictive value of C-reactive protein/albumin ratio in critically ill and mechanically ventilated adult patients

Introduction: CPR/albumin ratio represents a new biomarker that integrates two laboratory-tested acute phase reactants: a positive one (C-reactive protein) and a negative one (albumin), and which can be used as an indicator of the severity, progression and outcome of various illnesses, including critical illnesses. In this retrospective study, we investigated the impact of the CRP/albumin ratio on the clinical characteristics and outcome of the treatment of critically ill and mechanically ventilated adult patients. Patients and methods: This retrospective study included 100 critically ill patients (65 % males and 35 % females; median age of 67) treated at the medical intensive care unit (ICU) which required the use of invasive mechanical ventilation. The primary diagnoses upon admission to the intensive care unit were: sepsis and septic shock (39 %), acute heart failure or worsening chronic heart failure (20 %), exacerbation of chronic obstructive pulmonary disease (16 %), pneumonia (11 %), acute kidney injury or the exacerbation of chronic kidney disease (7 %) and other conditions (7 %). Results: Correlation analysis showed a significant moderate positive correlation between CRP/albumin ratio and the duration of mechanical ventilation measured in hours (r = 0.48, p = 0.001) and the time spent in the intensive care unit, measured in days (r = 0.44, p = 0.001). The median of the CRP/albumin ratio was 58.77 and the patients in the above-the-median group had a higher SOFA score. In terms of the outcomes, it has been determined that the surviving patients (56 %) had a significantly lower CRP/albumin ratio compared to those that had not survived (44 %), which correlates with their SOFA scores as well. In the group of survivors, the correlation between the ratio of CRP/albumin and the SOFA score is positive and statistically significant (r = 0.29, p = 0.03), in the group non-survivoris (r= 0.45, p = 0.003.) Conclusion: Based on the results of our study, the CRP/albumin ratio has proved to be a good predictor of clinical characteristics and outcomes of critically ill and mechanically ventilated patients

Influence of the School Library on the Quality of Education and on the Intelectual Development of Students

Ovaj rad obrađuje temu Utjecaja školskih knjižnica na kvalitetu obrazovanja i na intelektualni razvoj učenika, kroz proučavanje samog razvoja mozga i načina funkcioniranja prilikom čitanja kod djece školske dobi. Fokus je na učenju čitanja, strategijama čitanja i na samim knjižnicama i knjižničarima i njihovom načinu djelovanja na proces razvoja intelekta kod djece. Također, obrađeni su i načini pristupa i razvoj čitateljskih navika. Čitanje je srž ovo rada i naglasak je stavljen na kognitivnu neuroznanost čitanja. Ova saznanja potkrijepljena su podacima iz istraživanja koje je provedeno u knjižnicama Istočne Hrvatske. Istraživanje se temelji na uzorku od sedamnaest knjižnica. Priloženo je i istraživanje profesorice Ivane Delač Horvatinčić i mr. sc. Marijane Kozarić Ciković, prof. Sudionici istraživanja bili su učenici Osnovne škole Josipa Zorića iz Dugog Sela. Cilj istraživanja je otkriti na koji način i kako čitanje utječe na učenikov intelektualni rast i razvoj.This article discusses the topic Impact of school libraries in quality education and intellectual development of students, through the study of brain development and functioning when reading in schoolchildren. The focus is on learning to read, reading strategies and on the libraries and librarians and their mode of action in the process of developing the intellect of children. Also, the methods of access and development of readers' habits have been elaborated. Reading is the core of this work and emphasis is placed on the cognitive neuroscience of reading. This knowledge is supported by data from research conducted in libraries of Eastern Croatia. The research is based on a sample of seventeen libraries. Also here is a research of Ivana Delač Horvatinčić and mr. Sc. Marijane Kozarić Ciković, prof. The participants of the research were pupils of the Elementary School of Josip Zoric from Dugo Selo. The aim of the research is to find out how reading is influenced by the student's intellectual growth and development

JEZIK HRVATSKIH REKLAMA

Reklame se smatraju sastavnim dijelom svakodnevice suvremenoga čovjeka. Osnovna im je svrha privući što veći broj kupaca s krajnjim ciljem ostvarivanja što veće dobiti. Načini kojima sastavljači reklama to postižu prije svega su raznovrsni a to se među ostalim postiže različitim jezičnim igrama, strategijama i tehnikama. U ovome su radu kratko objašnjene spomenute jezične strategije i tehnike te su navedena osnovna obilježja reklama. Jedna od važnih karakteristika jezika reklama svakako je sloboda. Reklame pripadaju zasebnomu, multimedijskomu diskursu u kojemu se isprepliću različiti elementi zvuk, slika, boja i tekst. S obzirom na to, one se ne mogu svrstati ni u jedan od pet funkcionalnih stilova standardnoga jezika, ali u pojedinim se reklamnim porukama jasno mogu uočiti obilježja svakoga od njih. Iako reklame pripadaju zasebnom i slobodnom stilu u kojem je sve dopušteno, sastavljači reklamnih poruka trebali bi poznavati i poštivati hrvatsku standardnojezičnu normu. Svjesno odstupanje od jezične norme vidljivo je i prihvatljivo, no nesvjesno je pokazatelj nepoznavanja hrvatskoga standardnoga jezika. U ovom se radu provjerava koliko se u reklamnim porukama na području Splitsko-dalmatinske županije i u pojedinim mrežnim reklamama odstupa od standardnojezičnih norma te od koje se norme pritom najčešće odstupa.Commercials are considered an integral part of everyday life of a modern man. Their main purpose is to attract a large base of consumers and secure a large profit. Advertisers resort to various methods to achieve this goal. This is achieved using inventive linguistic structures, strategies and techniques. This thesis is an overview of the afore-mentioned linguistic strategies and techniques and of the basic principles of advertising. One of the important characteristics of the language of advertising is its autonomy. Advertisements belong to a separate, multimedia discourse which combines different elements such as sound, image, colour and text. That being said, the language of advertising cannot be placed into any of the five functional styles of the standard language, but the characteristics of each of those are definitely present in the language of commercials. Even though the advertising language belongs to a separate, free style sphere in which everything is allowed, ad creators should be familiar with and respectful of the standard language norm. Conscious deviation from the language norm is visible and acceptable, but unconscious deviation is an indicator of poor knowledge of Croatian standard language. This thesis also looks into kinds and frequency of deviation from the norm in the advertising language in Split-Dalmatia County and in individual online advertisement

The role of nitric oxide in the micro- and macrovascular response to 7-day load of table salt in healthy individuals"

Cilj istraživanja: odrediti učinak 7-dnevne dijete s velikim udjelom kuhinjske soli (HS) na specifičnu ulogu dušikovog oksida (NO) u mikro- i makrovaskularnom odgovoru na 7-dnevno opterećenje kuhinjskom soli u zdravih pojedinaca. Dodatni cilj je ispitati koncept neosmotskog skladištenja natrija u koži tijekom 7-dnevne HS dijete u zdravih pojedinaca. Nacrt studije: studija je koncipirana kao nerandomizirani kontrolirani pokus u kojemu su svi ispitanici podvrgnuti istom eksperimentalnom protokolu s više ponovljenih mjerenja. Ispitanici i metode: u istraživanju je sudjelovalo 46 mladih zdravih osoba oba spola. Prvih 7 dana su bili na dijeti sa malim unosom soli (LS) (3,5 g soli/dan), potom na dijeti s velikim unosom soli (HS) (~14,7 g soli/dan). NO-om posredovana o endotelu ovisna vazodilatacija mikrocirkulacije procijenjena je mjerenjem lokalne toplinske hiperemije kože (LTH), a u makrocirkulaciji mjerenjem protokom posredovane dilatacije (FMD) brahijalne arterije Prije i poslije HS dijete svim ispitanicima je izmjeren status tjelesnih tekućina, sistemska hemodinamika, arterijski krvni tlak, te serumske koncentracije NO, tri izoforme enzima NOS (eNOS, nNOS i iNOS) te vaskularnog endotelnog čimbenika rasta C (VEGF-C). Rezultati: rezultati 24-satnog izlučivanja natrija urinom potvrdili su kako su se svi sudionici pridržavali protokola prehrane. 7-dnevna HS dijeta značajno je smanjila mikrovaskularnu LTH i FMD brahijalne arterije u usporedbi sa LS dijetom. Koncentracija eNOS-a u serumu je značajno porasla, nNOS-a se značajno smanjila, dok su iNOS i NO ostali nepromijenjeni nakon HS u usporedbi s LS dijetom. Koncentracija VEGF-C u serumu, volumen intersticijske tekućine kao i indeks sistemskog vaskularnog otpora (SVRI) ostali su nepromijenjeni nakon HS dijete u usporedbi s LS dijetom. Zaključak: 7-dnevna prehrana sa velikim unosom soli izaziva oštećenje o NO-u ovisne endotelne vazodilatacije u mikrocirkulaciji i makrocirkulaciji zdravih pojedinaca neovisno o promjenama arterijskog tlaka. Disocijacija u odgovoru eNOS-a (povećanje serumske razine) i nNOS-a (smanjenje serumske razine) na prehranu s velikim unosom kuhinjske soli ukazuje na složenu prilagodbu glavnih izoformi enzima koji stvaraju NO na unos HS kod zdravih pojedinaca. Rezultati o razini VEGF-C u serumu, volumenu intersticijske tekućine i SVRI kao odgovor na 7-dnevnu HS dijetu nisu uspjeli podržati koncept neosmotskog skladištenja natrija u koži, barem u smislu takve kratkoročne prehrambene modulacije soli kod zdravih osoba.Objectives: to investigate the effect of a 7 - day high-salt (HS) diet on the specific role of nitric oxide (NO) in the micro- and macrovascular response to a 7 - day salt load in healthy individuals. An additional goal is to examine the concept of non-osmotic sodium storage in the skin during 7 - day HS loadin in healthy individuals. Study design: the study was designed as a non-randomized controlled trial in which all subjects were subjected to the same experimental protocol with multiple repeated measurements. Participants and methods: 46 young healthy people of both sexes participated in the research. For the first 7 days, they were on a low-salt diet (LS) (3.5 g salt/day), then on a high-salt diet (HS) (~14.7 g salt/day). Endothelial nitric oxide-mediated vasodilatation in the microcirculation was assessed by measuring local thermal skin hyperemia (LTH) using laser Doppler flowmetry (LDF), and in the macrocirculation by measuring the flow-mediated dilation (FMD) of the brachial artery using ultrasound before HS and after the HS diet. Body fluid status was assessed using a 4 - terminal noninvasive impedance analyzer, while systemic hemodynamics and arterial blood pressure were measured using impedance cardiography (ICG). Concentrations of NO, three NOS enzyme isoforms (eNOS, iNOS and nNOS) and VEGF-C were measured before and after the HS diet. Results: the results of 24 - hour urinary sodium excretion confirmed that all participants adhered to the dietary protocol. The 7 - day HS diet significantly reduced cutaneous microvascular LTH and brachial artery FMD compared to the LS diet, independent of arterial blood pressure or changes in body fluid status. Serum eNOS concentration increased significantly, nNOS significantly decreased, while iNOS and NO remained unchanged after HS compared to LS diet. Serum VEGF-C concentration, interstitial fluid volume as well as SVRI remained unchanged after the HS diet compared to the LS diet. Conclusion: a 7 - day diet with increased salt intake causes an impairment of nitric oxide-dependent endothelial vasodilation in the microcirculation and macrocirculation of healthy individuals, independent of changes in arterial pressure. The dissociation in the response of eNOS (increase in serum level) and nNOS (decrease in serum level) to a diet with increased table salt intake indicates a complex adaptation of the main isoforms of NO-generating enzymes to HS intake in healthy individuals. Results on serum VEGF-C level, interstitial fluid volume, and SVRI in response to a 7 - day HS diet failed to support the concept of non-osmotic sodium storage in the skin, at least in terms of such short-term dietary salt modulation in healthy subjects

The role of nitric oxide in the micro- and macrovascular response to 7-day load of table salt in healthy individuals"

Cilj istraživanja: odrediti učinak 7-dnevne dijete s velikim udjelom kuhinjske soli (HS) na specifičnu ulogu dušikovog oksida (NO) u mikro- i makrovaskularnom odgovoru na 7-dnevno opterećenje kuhinjskom soli u zdravih pojedinaca. Dodatni cilj je ispitati koncept neosmotskog skladištenja natrija u koži tijekom 7-dnevne HS dijete u zdravih pojedinaca. Nacrt studije: studija je koncipirana kao nerandomizirani kontrolirani pokus u kojemu su svi ispitanici podvrgnuti istom eksperimentalnom protokolu s više ponovljenih mjerenja. Ispitanici i metode: u istraživanju je sudjelovalo 46 mladih zdravih osoba oba spola. Prvih 7 dana su bili na dijeti sa malim unosom soli (LS) (3,5 g soli/dan), potom na dijeti s velikim unosom soli (HS) (~14,7 g soli/dan). NO-om posredovana o endotelu ovisna vazodilatacija mikrocirkulacije procijenjena je mjerenjem lokalne toplinske hiperemije kože (LTH), a u makrocirkulaciji mjerenjem protokom posredovane dilatacije (FMD) brahijalne arterije Prije i poslije HS dijete svim ispitanicima je izmjeren status tjelesnih tekućina, sistemska hemodinamika, arterijski krvni tlak, te serumske koncentracije NO, tri izoforme enzima NOS (eNOS, nNOS i iNOS) te vaskularnog endotelnog čimbenika rasta C (VEGF-C). Rezultati: rezultati 24-satnog izlučivanja natrija urinom potvrdili su kako su se svi sudionici pridržavali protokola prehrane. 7-dnevna HS dijeta značajno je smanjila mikrovaskularnu LTH i FMD brahijalne arterije u usporedbi sa LS dijetom. Koncentracija eNOS-a u serumu je značajno porasla, nNOS-a se značajno smanjila, dok su iNOS i NO ostali nepromijenjeni nakon HS u usporedbi s LS dijetom. Koncentracija VEGF-C u serumu, volumen intersticijske tekućine kao i indeks sistemskog vaskularnog otpora (SVRI) ostali su nepromijenjeni nakon HS dijete u usporedbi s LS dijetom. Zaključak: 7-dnevna prehrana sa velikim unosom soli izaziva oštećenje o NO-u ovisne endotelne vazodilatacije u mikrocirkulaciji i makrocirkulaciji zdravih pojedinaca neovisno o promjenama arterijskog tlaka. Disocijacija u odgovoru eNOS-a (povećanje serumske razine) i nNOS-a (smanjenje serumske razine) na prehranu s velikim unosom kuhinjske soli ukazuje na složenu prilagodbu glavnih izoformi enzima koji stvaraju NO na unos HS kod zdravih pojedinaca. Rezultati o razini VEGF-C u serumu, volumenu intersticijske tekućine i SVRI kao odgovor na 7-dnevnu HS dijetu nisu uspjeli podržati koncept neosmotskog skladištenja natrija u koži, barem u smislu takve kratkoročne prehrambene modulacije soli kod zdravih osoba.Objectives: to investigate the effect of a 7 - day high-salt (HS) diet on the specific role of nitric oxide (NO) in the micro- and macrovascular response to a 7 - day salt load in healthy individuals. An additional goal is to examine the concept of non-osmotic sodium storage in the skin during 7 - day HS loadin in healthy individuals. Study design: the study was designed as a non-randomized controlled trial in which all subjects were subjected to the same experimental protocol with multiple repeated measurements. Participants and methods: 46 young healthy people of both sexes participated in the research. For the first 7 days, they were on a low-salt diet (LS) (3.5 g salt/day), then on a high-salt diet (HS) (~14.7 g salt/day). Endothelial nitric oxide-mediated vasodilatation in the microcirculation was assessed by measuring local thermal skin hyperemia (LTH) using laser Doppler flowmetry (LDF), and in the macrocirculation by measuring the flow-mediated dilation (FMD) of the brachial artery using ultrasound before HS and after the HS diet. Body fluid status was assessed using a 4 - terminal noninvasive impedance analyzer, while systemic hemodynamics and arterial blood pressure were measured using impedance cardiography (ICG). Concentrations of NO, three NOS enzyme isoforms (eNOS, iNOS and nNOS) and VEGF-C were measured before and after the HS diet. Results: the results of 24 - hour urinary sodium excretion confirmed that all participants adhered to the dietary protocol. The 7 - day HS diet significantly reduced cutaneous microvascular LTH and brachial artery FMD compared to the LS diet, independent of arterial blood pressure or changes in body fluid status. Serum eNOS concentration increased significantly, nNOS significantly decreased, while iNOS and NO remained unchanged after HS compared to LS diet. Serum VEGF-C concentration, interstitial fluid volume as well as SVRI remained unchanged after the HS diet compared to the LS diet. Conclusion: a 7 - day diet with increased salt intake causes an impairment of nitric oxide-dependent endothelial vasodilation in the microcirculation and macrocirculation of healthy individuals, independent of changes in arterial pressure. The dissociation in the response of eNOS (increase in serum level) and nNOS (decrease in serum level) to a diet with increased table salt intake indicates a complex adaptation of the main isoforms of NO-generating enzymes to HS intake in healthy individuals. Results on serum VEGF-C level, interstitial fluid volume, and SVRI in response to a 7 - day HS diet failed to support the concept of non-osmotic sodium storage in the skin, at least in terms of such short-term dietary salt modulation in healthy subjects

Influence of the School Library on the Quality of Education and on the Intelectual Development of Students

Ovaj rad obrađuje temu Utjecaja školskih knjižnica na kvalitetu obrazovanja i na intelektualni razvoj učenika, kroz proučavanje samog razvoja mozga i načina funkcioniranja prilikom čitanja kod djece školske dobi. Fokus je na učenju čitanja, strategijama čitanja i na samim knjižnicama i knjižničarima i njihovom načinu djelovanja na proces razvoja intelekta kod djece. Također, obrađeni su i načini pristupa i razvoj čitateljskih navika. Čitanje je srž ovo rada i naglasak je stavljen na kognitivnu neuroznanost čitanja. Ova saznanja potkrijepljena su podacima iz istraživanja koje je provedeno u knjižnicama Istočne Hrvatske. Istraživanje se temelji na uzorku od sedamnaest knjižnica. Priloženo je i istraživanje profesorice Ivane Delač Horvatinčić i mr. sc. Marijane Kozarić Ciković, prof. Sudionici istraživanja bili su učenici Osnovne škole Josipa Zorića iz Dugog Sela. Cilj istraživanja je otkriti na koji način i kako čitanje utječe na učenikov intelektualni rast i razvoj.This article discusses the topic Impact of school libraries in quality education and intellectual development of students, through the study of brain development and functioning when reading in schoolchildren. The focus is on learning to read, reading strategies and on the libraries and librarians and their mode of action in the process of developing the intellect of children. Also, the methods of access and development of readers' habits have been elaborated. Reading is the core of this work and emphasis is placed on the cognitive neuroscience of reading. This knowledge is supported by data from research conducted in libraries of Eastern Croatia. The research is based on a sample of seventeen libraries. Also here is a research of Ivana Delač Horvatinčić and mr. Sc. Marijane Kozarić Ciković, prof. The participants of the research were pupils of the Elementary School of Josip Zoric from Dugo Selo. The aim of the research is to find out how reading is influenced by the student's intellectual growth and development

JEZIK HRVATSKIH REKLAMA

Reklame se smatraju sastavnim dijelom svakodnevice suvremenoga čovjeka. Osnovna im je svrha privući što veći broj kupaca s krajnjim ciljem ostvarivanja što veće dobiti. Načini kojima sastavljači reklama to postižu prije svega su raznovrsni a to se među ostalim postiže različitim jezičnim igrama, strategijama i tehnikama. U ovome su radu kratko objašnjene spomenute jezične strategije i tehnike te su navedena osnovna obilježja reklama. Jedna od važnih karakteristika jezika reklama svakako je sloboda. Reklame pripadaju zasebnomu, multimedijskomu diskursu u kojemu se isprepliću različiti elementi zvuk, slika, boja i tekst. S obzirom na to, one se ne mogu svrstati ni u jedan od pet funkcionalnih stilova standardnoga jezika, ali u pojedinim se reklamnim porukama jasno mogu uočiti obilježja svakoga od njih. Iako reklame pripadaju zasebnom i slobodnom stilu u kojem je sve dopušteno, sastavljači reklamnih poruka trebali bi poznavati i poštivati hrvatsku standardnojezičnu normu. Svjesno odstupanje od jezične norme vidljivo je i prihvatljivo, no nesvjesno je pokazatelj nepoznavanja hrvatskoga standardnoga jezika. U ovom se radu provjerava koliko se u reklamnim porukama na području Splitsko-dalmatinske županije i u pojedinim mrežnim reklamama odstupa od standardnojezičnih norma te od koje se norme pritom najčešće odstupa.Commercials are considered an integral part of everyday life of a modern man. Their main purpose is to attract a large base of consumers and secure a large profit. Advertisers resort to various methods to achieve this goal. This is achieved using inventive linguistic structures, strategies and techniques. This thesis is an overview of the afore-mentioned linguistic strategies and techniques and of the basic principles of advertising. One of the important characteristics of the language of advertising is its autonomy. Advertisements belong to a separate, multimedia discourse which combines different elements such as sound, image, colour and text. That being said, the language of advertising cannot be placed into any of the five functional styles of the standard language, but the characteristics of each of those are definitely present in the language of commercials. Even though the advertising language belongs to a separate, free style sphere in which everything is allowed, ad creators should be familiar with and respectful of the standard language norm. Conscious deviation from the language norm is visible and acceptable, but unconscious deviation is an indicator of poor knowledge of Croatian standard language. This thesis also looks into kinds and frequency of deviation from the norm in the advertising language in Split-Dalmatia County and in individual online advertisement

JEZIK HRVATSKIH REKLAMA

Reklame se smatraju sastavnim dijelom svakodnevice suvremenoga čovjeka. Osnovna im je svrha privući što veći broj kupaca s krajnjim ciljem ostvarivanja što veće dobiti. Načini kojima sastavljači reklama to postižu prije svega su raznovrsni a to se među ostalim postiže različitim jezičnim igrama, strategijama i tehnikama. U ovome su radu kratko objašnjene spomenute jezične strategije i tehnike te su navedena osnovna obilježja reklama. Jedna od važnih karakteristika jezika reklama svakako je sloboda. Reklame pripadaju zasebnomu, multimedijskomu diskursu u kojemu se isprepliću različiti elementi zvuk, slika, boja i tekst. S obzirom na to, one se ne mogu svrstati ni u jedan od pet funkcionalnih stilova standardnoga jezika, ali u pojedinim se reklamnim porukama jasno mogu uočiti obilježja svakoga od njih. Iako reklame pripadaju zasebnom i slobodnom stilu u kojem je sve dopušteno, sastavljači reklamnih poruka trebali bi poznavati i poštivati hrvatsku standardnojezičnu normu. Svjesno odstupanje od jezične norme vidljivo je i prihvatljivo, no nesvjesno je pokazatelj nepoznavanja hrvatskoga standardnoga jezika. U ovom se radu provjerava koliko se u reklamnim porukama na području Splitsko-dalmatinske županije i u pojedinim mrežnim reklamama odstupa od standardnojezičnih norma te od koje se norme pritom najčešće odstupa.Commercials are considered an integral part of everyday life of a modern man. Their main purpose is to attract a large base of consumers and secure a large profit. Advertisers resort to various methods to achieve this goal. This is achieved using inventive linguistic structures, strategies and techniques. This thesis is an overview of the afore-mentioned linguistic strategies and techniques and of the basic principles of advertising. One of the important characteristics of the language of advertising is its autonomy. Advertisements belong to a separate, multimedia discourse which combines different elements such as sound, image, colour and text. That being said, the language of advertising cannot be placed into any of the five functional styles of the standard language, but the characteristics of each of those are definitely present in the language of commercials. Even though the advertising language belongs to a separate, free style sphere in which everything is allowed, ad creators should be familiar with and respectful of the standard language norm. Conscious deviation from the language norm is visible and acceptable, but unconscious deviation is an indicator of poor knowledge of Croatian standard language. This thesis also looks into kinds and frequency of deviation from the norm in the advertising language in Split-Dalmatia County and in individual online advertisement