Retorika reklama Erste banke u hrvatskim medijima

master's thesis

• Title (english): The Rhetoric of the Erste Bank Advertismants in the Croatian media
• Author: Kristina Borovac
• Mentor: Boris Beck (mentor)
• Committee member: Boris Beck (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-07-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj je rad usmjeren na analizu retorike i analizu korištenih jezičnih i nejezičnih elemenata koji zajedno oblikuju reklamni diskurs jedne od najpopularnijih banaka u Republici Hrvatskoj, Erste banke. Erste reklamne kampanje prožete su jezičnim i nejezičnim elementima kao što su imposibilija, akumulacija, gradacija, simbolizam, ironija, rima, žargon itd. Reklame Erste banke su prožete ludizmom, one su razigrane i inovativne i kao takve okupiraju pažnju gledatelja i izazivaju reakcije. Ovaj se rad sastoji od definiranja pojmova retorike, diskursa i reklame, nakon čega su navedeni elementi analize reklamnog sadržaja te pojašnjeni nejezični i jezični elementi uočeni u analiziranim reklamnim kampanjama Erste banke. U interpretacijskom djelu rada slijedi pregled analiziranih reklamnih kampanja Erste banke, glavnih značajka reklamnog diskursa te jezičnih obrazaca kojima se tvore reklamne poruke Erste banke. Rad je dakle usmjeren na definiranje i tumačenje figura i jezičnih značajki uočenih u analiziranim reklamnim kampanjama, izvršena je analiza teksta i konteksta obrađenih reklama i na taj je način pružen dublji uvid u diskurs analiziranog reklamnog sadržaja Erste banke.

Abstract (english)

This paper is aimed at analyzing the rhetoric of the used linguistic and non – linguistic elements that together create the advertising discourse of one of the most popular banks in the Republic of Croatia, Erste Bank. Erste advertising campaigns contain linguistic and non – linguistic elements such as impossible, accumulations, gradations, symbolism, irony, rhyme, jargon, etc. Also, Erste Banks commercials are labeled as playful, innovative and they seek the attention of the viewers and cause reactions. The paper consists of defined concepts of rhetoric, discourse, and advertising. Further, the elements in the commercials of Erste bank were analyzed through content and the appearance of non – linguistic and linguistic elements. The interpretive part of this work is followed by an overview of the analyzed advertising campaigns of Erste Bank. There is a great importance of analyzing the discourse of advertising and language used in the advertising messages of Erste Bank so this paper focuses on defining and interpreting figures and language features observed in analyzed advertising campaigns of Erste bank.

• Keywords: Erste banka; retorika; analiza; diskurs; reklama; stilske figure
• Keywords (english): Erste Bank; rhetoric; analysis; discourse; advertising; figures
• Language: croatian
• URN:NBN: urn:nbn:hr:114:113294
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-11-16 13:43:46