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 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.
- 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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| 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 |
| Page Number: | 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: | 4 Sprache / 49 Andere Sprachen / 490 Andere Sprachen |
| Sammlungen: | Linguistik |
| Licence (German): |  Deutsches Urheberrecht |
