Mechanisms of idiomatic transformations creating in contemporary english advertising discourse
DOI :
https://doi.org/10.15587/2313-8416.2016.72031Mots-clés :
advertising discourse, phraseological transformations, semantic transformations, structural-semantic transformationsRésumé
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
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