The use of phraseological units in English, German, and Slovene advertisementsZgaga, Zala (Avtor) Polajnar Lenarčič, Janja (Mentor) Vrbinc, Marjeta (Mentor) advertisingadvertising languagephraseological unitsmodifications of phraseological unitsEnglishGermanSloveneIn advertising, the strategic use of language is crucial for attracting attention of the target audience and conveying persuasive, memorable messages. Phraseological units prove to be a powerful tool in achieving this. This thesis investigates the use of phraseological units in English, German, and Slovene advertisements across different thematic fields. It first introduces the basic theoretical concepts in the fields of advertising, multimodality, and phraseology, using the theoretical framework in the analysis of advertisements. The analysis is based on a corpus of 187 advertisements published from 2019 onwards, containing a total of 205 phraseological units. It comprises static visual advertisements presented through various media formats, covering fields like the automotive industry, food and grocery stores, personal care and cleaning products, medications and supplements, tourism, and financial services and insurance. The thesis presents the patterns of use of phraseological units across different fields in three languages, explores the frequency of occurrence of different phraseological unit types, their modifications, their placement in advertisements, and serves as a solid basis for further research.20242024-09-30 08:19:27Magistrsko delo/naloga162972VisID: 557101COBISS_ID: 209833219sl