Sažetak: The paper represents an attempt to reveal the internal choreography of idiom modification. It is argued that modified idiomatic expressions can be explained using the postulates of the Conceptual Inte...

Sažetak: 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, advertise...