Mechanisms of idiomatic transformations creating in contemporary english advertising discourse

Authors

  • Olga Makedonova Zaporizhzhya National University Zhukovskogo str., 66, Zaporizhzhya, Ukraine, 69600, Ukraine

DOI:

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

Keywords:

advertising discourse, phraseological transformations, semantic transformations, structural-semantic transformations

Abstract

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

Author Biography

Olga Makedonova, Zaporizhzhya National University Zhukovskogo str., 66, Zaporizhzhya, Ukraine, 69600

Chair of theory and practice of translation from English

References

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Published

2016-06-30

Issue

Section

Philology