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On the portmanteau words based on commercial names in current Romanian advertising

Publication: Diversité et identité culturelle en Europe, XII (2), p. 215
Publisher:Editura Muzeul Literaturii Române
Abstract:This paper samples the dynamic phenomenon of the portmanteau words frequently occurring in the current Romanian advertising speech: more exactly, those portmanteau words that are based on commercial names (i.e. brand, and product names respectively, which should be distinguished one from the other). Thus, we noticed that in advertisements not only commercial names themselves could often be formed by the same lexical and/or phonetic processes as the portmanteaus, but also most of them have, in turn, a brand name as one of the forming constituents, whilst the other category, based on product names, are less frequent.
Key words:commercial names, portmanteau words, blending, advertising language, lexical creations
Language: English

Citations to this publication: 0

References in this publication: 6

1Raluca Alina PopescuSome aspects regarding the portmanteau words in current Romanian language of advertisingJRLS, 7, 383-3992015pdf
5Daniela RăuțuDespre cuvintele telescopate din presa actuală. Teorii, procedee şi valoriControverse, II, 2872010pdf
41Rodica Zafiu101 cuvinte argoticeHumanitas2010
10Emil SuciuCondensarea lexico-semanticăInstitutul European2009html
87Adriana Stoichițoiu-IchimCreativitate lexicală în româna actualăEditura Universității din București2006
45Maria Cvasnîi CătănescuRetorică publicistică
De la paratext la text
Editura Universității din București2006

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