V današnjem svetu množicna proizvodnja zahteva množicno potrošnjo. Pogoj
zanjo je tudi oglaševanje. V neusmiljenem boju za potrošnike prihaja do
povecane kolicine oglaševalskih besedil, ki so vprašljiva glede vsebinske in
oblikovne ustreznosti. Ena od osnovnih nalog oglasa je vzbujanje pozornosti, pri
cemer so oglaševalci jezik in vizualne podobe razvili do skrajnosti. Jezikovni
vidik v oglaševalskih besedilih ni zanemarljiv, saj takšna besedila zaradi
opaznosti in množicnosti vplivajo na splošno rabo in tako sooblikujejo podobo
sodobne knjižne slovenšcine. Osrednja pozornost v diplomskem delu je
namenjena jeziku oglasov v dveh športnih katalogih in njuni pravopisni
jezikovni podobi. Na pregleden nacin je opozorjeno in s konkretnimi primeri
prikazano na lahko odpravljive jezikovne pomanjkljivosti. Jezikovna analiza je
pokazala, da je knjižnojezikovna norma marsikdaj namerno zrahljana, velikokrat
pa so odstopi od norme odraz nizke jezikovne kulture piscev oglaševalskih
besedil. Veliko napak je tudi takšnih, ki so sicer odkloni glede na kodificirano
jezikovno normo, za vecino govorcev pa je raba povsem nevtralna. V oglasih so
tudi pozitivni primeri. Jezik v oglasih se namrec iz dneva v dan bolj in bolj kaže
kot zapletena, prefinjena, zahtevna in zabavna stvaritev ter predstavlja vse vecji
izziv ustvarjalcem (piscem oglasov), uporabnikom (kupcem) ter raziskovalcem
jezika (jezikoslovcem).In today\u27s world, mass production requires mass consumptionthe latter also
depends on advertising. The ruthless fight for consumers has increased the
amount of advertisements, which are questionable from the point of view of
content and design. One of the basic functions of the advertisement is attracting
attention – considering the fact that the advertisers have developed the language
and visual images to the extreme. The linguistic aspect of advertising is not
negligible, since owing to its public presence and frequency of appearance it
influences general language use and helps shape the image of contemporary
standard Slovene. This diploma paper mainly focuses on language of
advertisements in two sports catalogues and their grammatical and linguistic
image. Language deficiencies are highlighted in a transparent manner and
illustrated with concrete examples. Linguistic analysis has shown that the
standard norm is often deliberately loose, and shifts from the norm are often the
result of low language ability of advertisement authors. Many errors technically
deviate from the codified norm, while they are accepted by the majority of
speakers as neutral. Advertisements also contain positive examples. The
language of advertisements, namely, turns gradually but constantly into a
complex, sophisticated, challenging and pleasant creation, and it represents an
ever growing challenge for its creators (writers of ads), users (customers) and
language researchers (linguists)
