Jezikoslovlje, Vol. 8 No. 1, 2007.
Izvorni znanstveni članak
Pragmatic properties of idiom modifications in the language of advertising
Mirza Džanić
; Filozofski fakultet Sveučilišta u Tuzli
Sažetak
The language of print advertising abounds with pragmatically-motivated phraseological
units (PUs) such as: idioms, metaphors, slogans, proverbs, etc. In order to
draw the reader’s attention, advertisers exploit the pragmatic potential of PUs.
The paper explores the various interpretations of meaning as well as the use of idiom
modifications (as a group of PUs) in the advertising discourse, primarily via
pragmatic devices such as presuppositions and implicatures.
Ključne riječi
advertising; pragmatic principles; phraseology; idiom modifications; presupposition; implicature
Hrčak ID:
30752
URI
Datum izdavanja:
15.12.2007.
Posjeta: 6.279 *