Original scientific article
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Pragmatic properties of idiom modifications in the language of advertising

Mirza Džanić
E-mail: mdzanic@yahoo.com
Filozofski fakultet Sveučilišta u Tuzli

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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.
Keywords:
advertising, pragmatic principles, phraseology, idiom modifications, presupposition, implicature,
Article data in other languages: Croatian