Original scientific paper

Word Formation and the Discourse of Advertising

Kristian Lewis orcid.org/0000-0002-9202-9702 ; Institut za hrvatski jezik i jezikoslovlje
Barbara Štebih Golub orcid.org/0000-0003-2192-2947 ; Institut za hrvatski jezik i jezikoslovlje

Abstract

This paper presents the results of research conducted using a corpus of radio and television commercials and advertising texts gathered from 2009 to 2013. The main points of interest of the paper are word-formation processes used to create the messages of the advertisements. Analysis of the corpus showed that graphoderivation and blending were used in order to create a sense of wonder in the recipients of the message of the advertisements. According to their place in the lexicon, words created for this purpose are called advertising occasionalism.

Keywords

word formation; the discourse of advertising; graphoderivatives; blends; occasionalisms in advertisements

Hrčak ID:

128131

URI

https://hrcak.srce.hr/128131

Publication date:

28.10.2014.

Article data in other languages: croatian

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