engleski

The Pragmatic Aspects of Creative Language Use in Advertising

The fact that phraseological units (PUs) are often inserted by copywriters in texts of commercials and ads is well known (Balsliemke 1999). It is therefore strange that despite the importance of phraseology in the language of advertising, there are relatively few accounts of the phenomenon (Hemmi 1994, Balsliemke 1999, Bürli-Storz 1980). The language of advertising is among the most dense of all registers when it comes to the use of both well-established and modified PUs for pragmatically motivated purposes. Our examples will include a number of both fixed PUs and others that are particularly ’ lexically adventurous’ , each group serving a different pragmatic purpose.

phraseological units; modifications; pragmatics; advertising

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