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Nivelul lexical în textele de reclama

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Author(s): Carmen Neamtu

Journal: Journal of Humanistic and Social Studies
ISSN 2067-6557

Volume: I;
Issue: 1;
Start page: 89;
Date: 2010;
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Keywords: advertising | advertisement | semantics.

ABSTRACT
The work focuses on the lexical level in texts used in advertising,reviewing the neologisms, the argot and the familiar language in themessage of the advertisement. The processes that appear at a semantic levelin advertisements are highlighted: the polysemy, the antinomy, wordcomposition, the transformation of the grammatical category of the words.Also taken into consideration is the inflow of foreign words into thelanguage used in advertising, but also the elevated elements from thelanguage of advertisements, or vague words and expletive expressions fromthe structure of advertisements. The theoretical aspects are accompanied byexamples.
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