Original scientific article
Page 45 - 59

Pragmatic properties of idiom modifications in the language of advertising

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

Jezikoslovlje_1_.08.1.045.Dzanic_5B.pdf [ 0.12 MB - English]
Download article
Downloaded 4855 times
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