Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 2

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  LEXICAL MOTIVATION
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1

MOTIVÁCIA V JAZYKU REKLAMY

100%
Lalík I.
Motus in verbo: časopis mladej vedeckej generácie
|
2013
|
vol. 2
|
issue 1
75 – 82
EN
The goal of the presented paper is to present general overview of lexical motivation in the language of advertising. It provides short description of the advertising in general and description of its language. The advertising basically contains verbal or visual representation of the advertised product, or the combination of verbal and visual signs that should be in balance and should cooperate to successfully accomplish the aims of advertising – to engage attention of percipients, to arouse their interest in the advertised product, to be memorable and, finally, to sell the product. Besides the visual representation of the advertised product the language of advertisement is very important. The lexical representation of advertising can be motivated in several ways. The paper deals with the selected specific lexical motivations in advertising – semantic/figurative, phraseological, inter-lingual, expressive, sociolectical, territorial and individual motivations. The paper provides general description of the respective motivation and its application to the language of advertisement with a set of specific examples.
2

O FRAZEOLOGICKEJ MOTIVÁCII LEXIKÁLNYCH JEDNOTIEK

75%
Ološtiak M.
Slovenská reč (Slovak Language)
|
2011
|
vol. 76
|
issue 1-2
6 – 27
EN
Phraseological motivation (PM) is understood as a special type of lexical motivation. This concept was first sketched by J. Furdík in his Teória motivácie v lexikálnej zásobe (Theory of motivation in a lexicon, 2008). PM, in his view, represents one of the seventeen types of lexical motivation. PM is connected with idioms (phraseological units). In the first part of the paper PM is compared with word-formation motivation (as a central type of lexical motivation). The second part analyses fundamental notions connected with PM which is defined – as well as word-formation motivation – as a principle. It functions as a process, it is a relation between the underlying syntactic structures (motivating phraseological elements) and motivated phraseological units (idioms), moreover it is a feature of phraseological units. The key to understanding PM lies in the concept of the motivating phraseological element which can be characterized as a complex entity consisting of intralingual dimension (i. e. components of phraseological unit, its „inner form“) and of extralingual dimension (i. e. connotations, implications, emotions, evaluation etc. of an object, person, situation etc.).
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.