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  • Analiza terminotvornih teženj v razvoju hrvaške in slovenske trženjske terminologije od leta 1970 do danes = Analiza tendencija u oblikovanju hrvatskog i slovenskog marketinškog nazivlja od 1970-ih godina do danas : doktorska disertacija
    Rajh, Ivanka
    Slovenian marketing terminology from 1970 until today. The research combined synchronic and diachronic approach in order to determine differences in the formation of single- and multi-word terms with ... regards to their origin and structure. The secondary research was based on the relevant literature in the fields of Croatian and Slovenian language studies, terminology and marketing. The works of the Croatian and Slovenian linguists enabled us to identify linguistic policies and activities that might have directly or indirectly affected term formation processes in a particular language. On the basis of the foreign and domestic terminological literature, we drew up a summary of general, as well as language-specific, term formation principles and processes. An overview of the recent Croatian and Slovenian terminological research provided us with an insight into the current term formation tendencies in certain professions or a language. A selection of marketing literature was used to define what marketing is, as well as to present the development of the marketing theory in Croatia and Slovenia. A special attention was given to the terminological dictionaries and articles written by marketing theorists and professionals. The primary research was based on the computer analysis of a specialized corpus, consisting of five Croatian and four Slovenian comparable subcorpora, that is, marketing textbooks used at Croatian and Slovenian universities from the 1970s until today. The total number of tokens in the corpus amounted to 1,974,963. All subcorpora were grammatically tagged and analyzed with the help of the Sketch Engine tool (Kilgarrif et al. 2004). The corpus analysis was conducted in several steps enabled by different functionalities offered by the Sketch Engine. The initial hypothesis about the differences in the Croatian and Slovenian marketing terminology being caused by different term formation tendencies was divided into five subhypotheses based on the literature review, which were then tested on the specialized corpus. The first subhypothesis on the large amount of foreign words in Croatian and Slovenian texts from the 1970s, due to the general process of the internationalization of the lexis at the time, was confirmed. The percentage of one-word terms of foreign origin in the Croatian subcorpora decreased with time starting with 33% in 1974 and falling to 28% in 2001 and 25% in 2007. The percentage of one-word terms of foreign origin in the Slovenian subcorpora fell from 23% in 1971 to 18% in 1986. These figures confirm the second subhypothesis about the Slovenian texts from the 1970s containing more domestic terms than the Croatian texts due to the initial higher awareness of the Slovenian economic scientists about the importance of the domestic terminology, as well as the third subhypothesis about the increase in the number of domestic terms in the Slovenian texts from the 1980s as a consequence of the action Slovenian language in public use conducted in the late 1970s. The fourth subhypothesis about the Croatian texts from the 1990s being marked by the purism aimed against serbisms and internationalisms was also confirmed. Compared to the subcorpus from 1974, the Croatian subcorpus from 1991 does not contain internationalisms referring to the political system (socijalizam, socijalistički, komunist, kongres, rezolucija) nor serbisms (sistem, pakovanje, preduzeće, uslov, saopćenje, Evropa, evropski). As mentioned before, the process of deinternationalization of the Croatian marketing terminology continues in the 21st century. The fifth hypothesis on the increase in the amount of anglicisms in the Croatian and Slovenian marketing texts in the first decade of the 21st century due to the globalization of science and business was not confirmed. When it comes to the formation of multi-word terms, the most frequent structures were found to be the same in both languages. Further research might be based on two indications from this dissertation. First, it seems that Croatian and Slovenian languages differ in the process of adaptation of foreign terms or words, because we found a larger number of graphically unadapted terms of foreign origin in the Slovenian subcorpora. Second possible research might deal with the differences in the translation strategies of specialists and non-specialists because the Slovenian translators of the translated subcorpus, who were all marketing specialists, tended to create longer solutions or paraphrases for the original English multi-word terms, while the Croatian translators, who were not marketing specialists, opted for shorter solutions, copying the concise Englishlanguage structures.
    Vrsta gradiva - disertacija ; neleposlovje za odrasle
    Založništvo in izdelava - Ljubljana : [I. Rajh], 2014
    Jezik - hrvaški
    COBISS.SI-ID - 54303074

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