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Pragmatic properties of idiom modifications in the language of advertising
E-mail: mdzanic@yahoo.com
Filozofski fakultet Sveučilišta u Tuzli
Jezikoslovlje_1_.08.1.045.Dzanic_5B.pdf [ 0.12 MB - English]
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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.
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