Prekrivanke v slovenskem jeziku oglaševanja

Abstract

Prispevek 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.

Keywords

slovenščina;besedotvorje;oglaševalski jezik;prekrivanke;grafične prekrivanke;afiksoidne tvorjenke;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	1.16 - Independent Scientific Component Part or a Chapter in a Monograph
Organization:	UL FF - Faculty of Arts
UDC:	811.163.6'373.611:347.777
COBISS:	38103043
Views:	366
Downloads:	154
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary abstract:	This contribution focuses on blends in the language of advertising as used in Slovenia. Due to the influence of English as a global language, blending has become increasingly common in Slovene during the recent decades as a type of non-systemic word-formational process. Blends, which are formed by clipping two bases and joining the remaining parts into a new coinage, attract the attention of the reader or listener, which is of particular importance to the language of advertising. When the two bases are joined, the meanings of both bases are merged, and there is also possible overlapping in the morphophonological structure. Such coinages have become increasingly common in Slovene advertising texts, names of products, and company names. These blends are analysed and classified into four main types. A sub-class of blends known as graphic blends is also described.
Secondary keywords:	Slovene language;word formation;language of advertising;blends;graphic blends;affixoid coinages;
Pages:	Str. 59-65
DOI:	10.4312/Obdobja.39.59-65
ID:	12801975