DOI: https://doi.org/10.15587/2313-8416.2016.72031

Mechanisms of idiomatic transformations creating in contemporary english advertising discourse

Olga Makedonova

Аннотация


This article deals with phraseological transformations in English advertising discourse. It was determined that all phraseological transformations can be divided into two types: semantic and structural-semantic. Semantic transformations are formed by mechanisms of dephraseologisation and dual actualization. Structural-semantic transformations are made up by components expanding of original set expressions which realized due to enlargement and wedging, reduction of compositional component by “truncation” and substitution of components


Ключевые слова


advertising discourse; phraseological transformations; semantic transformations; structural-semantic transformations

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Литература


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Derev'yanko, V. I. (2012). Substy`tuciya komponentiv yak ody`n iz vy`div transformaciyi frazeologizmiv (na materiali ches`koyi ta ukrayins`koyi mov) [Componential substitution as the basic model of phraseological transformations]. Komparaty`vni doslidzhennya slov'yans`ky`x mov i literature, 18, 43–50.

Kulikova, E. V. (2009). Reklamnyiy tekst: Lingvisticheskie priemyi vyirazitelnosti [Advertising text: Linguistic expressive devices ]. Vestnik Nijegorodskogo universiteta im. N. I. Lobachevskogo, 6 (2), 276–282.

Martinez, F. M. (2006). Occasional Phraseological Synonymy. International Journal of English Studies (IJES), 6 (1).

Ifill, T. Seeking the Nature of Idioms: A Study in Idiomatic Structure. Available at: https://www.swarthmore.edu/sites/default/files/assets/documents/linguistics/2003_ifill_tim.pdf

Abdulina, A. R., Ayupova, R. A., Zholobova, A. O., Zalyaleeva, A. R., Karimova, S. G., Safina, R. A. et. al; Arsenteva, E. F. (Ed.) (2009). Kontekstualnoe ispolzovanie frazeologicheskih edinits: kollektivnaya monografiya [Contextual use of phraseological units: multi-authored monograph]. Kazan, Tataric print house «Heter», 168.

Xoroz, N. S. (2008). Transformaciyi frazeologizmiv u tekstax suchasny`x xorvats`ky`x gazet [Phraseological transformations in the contemporary Croatian newspapers]. Kyiv, 245.

Kunin, A. V. (2005). Kurs frazeologii sovremennogo angliyskogo yazyika [The course of phraseology of contemporary English]. Dybna: Feniks+, 488.

Free Merriam-Webster Online Dictionary: An Encyclopedia Britannica Company. Available at: http://www.merriam-webster.com/

Cook, G. (2006). The Discourse of Advertising. London and New York: Routledge, 256.


Пристатейная библиография ГОСТ


1. Kuznyeczova, G. V. Strukturno-semanty`chna variaty`vnist` frazeologichny`x ody`ny`cz` v anglomovnomu xudozhn`omu dy`skursi: kognity`vny`j i pragmaty`chny`j aspekty` (na materiali tvoriv bry`tans`ky`x ta amery`kans`ky`j avtoriv XX – XXI stolit`) [Text]: avtoref. dy`s… kand.. filol. nauk / G. V. Kuznyeczova. – Donecz`k, 2008. – 25 p.

2. Derev'yanko, V. I. Substy`tuciya komponentiv yak ody`n iz vy`div transformaciyi frazeologizmiv (na materiali ches`koyi ta ukrayins`koyi mov) [Text] / V. I. Derev'yanko // Komparaty`vni doslidzhennya slov'yans`ky`x mov i literature. – 2012. – Vol. 18. – P. 43–50.

3. Kulikova, E. V. Reklamnyiy tekst: Lingvisticheskie priemyi vyirazitelnosti [Text] / E. V. Kulikova // Vestnik Nijegorodskogo universiteta im. N. I. Lobachevskogo. – 2009. – Vol. 6, Issue 2. – P. 276–282.

4. Martinez, F. M. Occasional Phraseological Synonymy [Text] / F. M. Martinez // International Journal of English Studies (IJES). – 2006. – Vol. 6, Issue 1.

5. Ifill, T. Seeking the Nature of Idioms: A Study in Idiomatic Structure [Electronic resource] / T. Ifill // Available at: https://www.swarthmore.edu/sites/default/files/assets/documents/linguistics/2003_ifill_tim.pdf

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7. Xoroz, N. S. Transformaciyi frazeologizmiv u tekstax suchasny`x xorvats`ky`x gazet [Test]: dy`s... kand. filol. nauk / N. S. Xoroz. – Kyiv, 2008. – 245 p.

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9. Free Merriam-Webster Online Dictionary: An Encyclopedia Britannica Company [Electronic resource]. – Available at: http://www.merriam-webster.com/

10. Cook, G. The Discourse of Advertising [Text] / G. Cook. – London and New York: Routledge, 2006. – 256 p.







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ISSN 2313-8416 (Online), ISSN 2313-6286 (Print)