Original scientific paper

MODIFICATIONS OF IDIOMS IN CROATIAN AND GERMAN LANGUAGE OF FASHION

Anita Pavić Pintarić orcid.org/0000-0002-5105-9999 ; University of Zadar

Abstract

This paper investigates modification techniques and the use of modified idioms in Croatian
and German language of fashion. Fashion journalists present fashion trends not only with
photos but also with effective idiomatic expressions. The language use in Croatian and German
magazines shows many similarities as well as a number of equivalent modified idioms.
Proverbs and catch phrases are mostly modified and used in titles in order to draw readers’ attention.
They are used quite often in the media so we can remember them faster and recognize
them easily. Two modification techniques are present in the corpus: formal with semantic
modification (achieved first and foremost with lexical substitution) and semantic without
formal modification (achieved with photos). A short survey among Croatian and German female
readers of magazines shows that they recognize modified proverbs and names of popular
films and songs. We can thus conclude that journalists successfully apply idiomatic modifications
in the language of fashion.

Keywords

modification of idioms; language of fashion; Croatian; German

Hrčak ID:

43496

URI

https://hrcak.srce.hr/43496

Publication date:

18.11.2009.

Article data in other languages: croatian

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