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Prekrivanke v slovenskem jeziku oglaševanjaSicherl, EvaPrispevek obravnava pojav prekrivank v slovenskem oglaševalskem jeziku. Kot vrsta nesistemskega besedotvornega procesa se prekrivanje (angl. blending) v zadnjih desetletjih v slovenskem jeziku ... pojavlja zaradi vpliva angleščine kot globalnega jezika. Prekrivanke, ki nastanejo s krnitvijo dveh podstav in sklapljanjem v novo tvorjenko, pritegnejo pozornost bralca oz. poslušalca, kar je v oglaševalskem jeziku še posebej zaželeno. Pri tem združevanju podstav prihaja tudi do prekrivanja pomenov obeh podstav, lahko pa tudi do prekrivanja v morfofonološki zgradbi. Takšni neologizmi se v slovenščini vedno pogosteje pojavljajo v reklamnih besedilih, poimenovanjih izdelkov in imenih podjetij. Prispevek analizira te neologizme in jih razvrsti v štiri glavne tipe. Poseben podrazred pa predstavljajo t. i. grafične prekrivanke.Source: Slovenščina - diskurzi, zvrsti in jeziki med identiteto in funkcijo (Str. 59-65)Type of material - article, component part ; adult, seriousPublish date - 2020Language - slovenianCOBISS.SI-ID - 38103043
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Sicherl, Eva | 17838 |
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