TY - JOUR A1 - Lewis, Kristian A1 - Štebih Golub, Barbara T1 - Tvorba riječi i reklamni diskurs T1 - Word Formation and the Discourse of Advertising T2 - Rasprave : časopis Instituta za Hrvatski Jezik i Jezikoslovlje N2 - U radu se donose rezultati istraživanja provedenoga na korpusu reklamnih tekstova te radijskih i televizijskih spotova prikupljenom od 2009. do 2013. godine. U središtu zanimanja su rječotvorbeni postupci kojima se reklamne poruke oblikuju. Analizom je utvrđeno da se radi stvaranja efekta začudnosti u primatelja poruke primjenjuju netipični tvorbeni postupci kao što su grafoderivacija i stapanje. S obzirom na njihovo mjesto u leksičkome sustavu, takve su tvorenice poseban tip prigodnica, tzv. reklamni okazionalizmi. N2 - This paper presents the results of research conducted using a corpus of radio and television commercials and advertising texts gathered from 2009 to 2013. The main points of interest of the paper are word-formation processes used to create the messages of the advertisements. Analysis of the corpus showed that graphoderivation and blending were used in order to create a sense of wonder in the recipients of the message of the advertisements. According to their place in the lexicon, words created for this purpose are called advertising occasionalism. KW - tvorba riječi KW - reklamni diskurs KW - grafoderivati KW - stopljenice KW - reklamni okazionalizmi KW - word formation KW - the discourse of advertising KW - graphoderivatives KW - blends KW - occasionalisms in advertisements Y1 - 2016 UR - http://publikationen.ub.uni-frankfurt.de/frontdoor/index/index/docId/38815 UR - https://nbn-resolving.org/urn:nbn:de:hebis:30:3-388154 UR - http://hrcak.srce.hr/128131 SN - 1331-6745 SN - 1849-0379 N1 - Rights: Papers published in this journal can be used for personal or educational purposes while respecting the rights of authors and publishers. VL - 40 IS - 1 SP - 133 EP - 147 PB - Inst. CY - Zagreb ER -