Mechanisms of idiomatic transformations creating in contemporary english advertising discourse

Авторы

  • Olga Makedonova Запорожского национального университета ул. Жуковского, 66, г. Запорожье, Украина, 69600, Ukraine

DOI:

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

Ключевые слова:

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

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

Биография автора

Olga Makedonova, Запорожского национального университета ул. Жуковского, 66, г. Запорожье, Украина, 69600

Кафедры теории и практики перевода с английского языка

Библиографические ссылки

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Опубликован

2016-06-30

Выпуск

Раздел

Филологические науки