Review article
THE USE OF IDIOMS AND PARAPHRASE AS AN ELEMENT OF LINGUISTIC STRATEGY IN THE CONCEPT OF ADVERTISEMENTS IN CROATIAN BANKS
Liljana Pavlović
; Rijeka, Croatia
Luka Pavlović
; Rijeka, Croatia
Abstract
This paper analyzes the use of idioms and idiom modifications, together with the paraphrase as an element of linguistic strategy in the concept of advertisements in Croatian banks as a way to eliminate the boundaries in postmodern discourse of advertising. The advertising rhetoric liberalizes the use of language, abolishes elitism, leaves traditional forms of communications and breaks linguistic or spelling rules. The use idioms and their modifications are being investigated and interpreted together with the paraphrase in incorporating a language code in an advertisement for the formation of new semantic meanings of the message. Advertising discourse radicalizes the route of advertising message to the recipient using a semantic framework in which the text is approached in a broader sense, not limiting it only to the language, but also to the visual element. The intention of the analysis of advertising discourse is to perceive semantic changes that are the result of banks’ advertising rhetoric and are being interpreted by the postmodernist tendencies. Semantics of the advertisement is realized by implying different linguistic and stylistic procedures, and interpolation of the language code in the advertising discourse shows how advertising discourse sets up the ground for countless language possibilities and creations of new semantic meanings in order to attract the attention of the recipient by advertisement and to make him react.
Keywords
idioms; paraphrase; banking; advertising rhetoric; advertising message; advertising discourse; linguistic strategies
Hrčak ID:
149023
URI
Publication date:
15.10.2015.
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