20.500.12556/RUL-126418 Prekrivanke v slovenskem jeziku oglaševanja Prispevek obravnava pojav prekrivank v slovenskem oglaševalskem jeziku. Kot vrsta nesistemskega besedotvornega procesa se prekrivanje (angl. blending) v zadnjih desetletjih v slovenskem jeziku pojavlja zaradi vpliva angleščine kot globalnega jezika. Prekrivanke, ki nastanejo s krnitvijo dveh podstav in sklapljanjem v novo tvorjenko, pritegnejo pozornost bralca oz. poslušalca, kar je v oglaševalskem jeziku še posebej zaželeno. Pri tem združevanju podstav prihaja tudi do prekrivanja pomenov obeh podstav, lahko pa tudi do prekrivanja v morfofonološki zgradbi. Takšni neologizmi se v slovenščini vedno pogosteje pojavljajo v reklamnih besedilih, poimenovanjih izdelkov in imenih podjetij. Prispevek analizira te neologizme in jih razvrsti v štiri glavne tipe. Poseben podrazred pa predstavljajo t. i. grafične prekrivanke. 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. slovenščina besedotvorje oglaševalski jezik prekrivanke grafične prekrivanke afiksoidne tvorjenke Slovene language word formation language of advertising blends graphic blends affixoid coinages true false false Slovenski jezik Angleški jezik Neznano 2021-04-21 15:50:46 2021-04-21 15:50:50 2022-09-05 03:55:10 0000-00-00 00:00:00 2020 0 0 Str. 59-65 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.163.6\'373.611:347.777 10.4312/Obdobja.39.59-65 38103043 33858563 RAZ_Sicherl_Eva_2020.pdf RAZ_Sicherl_Eva_2020.pdf 1 2F8040102B336C6CAE6689042209AF71 a3dbe0a4a20a9fef7d00aa9dcebd339db07489e8174537f8a7995fecbf552111 9542ba87-a2a8-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=142375 https://centerslo.si/simpozij-obdobja/zborniki/obdobja-39/ 0 d9efc9aa-a2a8-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=142376 Filozofska fakulteta 0 0 0