Tvorba riječi i reklamni diskurs

Word Formation and the Discourse of Advertising

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 rekla
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.
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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 proce
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.
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Metadaten
Author:Kristian Lewis, Barbara Štebih Golub
URN:urn:nbn:de:hebis:30:3-388154
URL:http://hrcak.srce.hr/128131
ISSN:1331-6745
ISSN:1849-0379
Parent Title (Croatian):Rasprave : časopis Instituta za Hrvatski Jezik i Jezikoslovlje
Publisher:Inst.
Place of publication:Zagreb
Document Type:Article
Language:Croatian
Date of Publication (online):2016/10/17
Year of first Publication:2014
Publishing Institution:Universitätsbibliothek Johann Christian Senckenberg
Release Date:2016/10/17
Tag:blends; graphoderivatives; occasionalisms in advertisements; the discourse of advertising; word formation
grafoderivati; reklamni diskurs; reklamni okazionalizmi; stopljenice; tvorba riječi
Volume:40
Issue:1
Pagenumber:16
First Page:133
Last Page:147
Note:
Rights: Papers published in this journal can be used for personal or educational purposes while respecting the rights of authors and publishers.
HeBIS PPN:401897737
Dewey Decimal Classification:490 Andere Sprachen
Sammlungen:Linguistik
Licence (German):License Logo Veröffentlichungsvertrag für Publikationen

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