Original scientific paper

Pragmatic properties of idiom modifications in the language of advertising

Mirza Džanić ; Faculty of Philosophy, University of Tuzla

Abstract

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.

Keywords

advertising; pragmatic principles; phraseology; idiom modifications; presupposition; implicature

Hrčak ID:

30752

URI

https://hrcak.srce.hr/30752

Publication date:

15.12.2007.

Article data in other languages: croatian

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