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.
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