6533b838fe1ef96bd12a3f2e
RESEARCH PRODUCT
Imagebildung und Vertrauenserweckung durch lexikalische Besonderheiten in Werbeanzeigen von Banken und Finanzinstituten
subject
idiomatic expressionmodified idiomatic expressionpress advertisementdescription
The objective of this paper is an analysis of idiomatic expressions and their modifications in press advertisements of banks and financial institutions. In particular, the most important forms of traditional idiomatic expressions and their modifications have been analyzed here. The paper aims at presenting the similarities and differences in the use of idiomatic expressions in press advertisements of the banking sector services in the neighbouring languages of advertisements. The main part of the paper comprises 100 press advertisements (50 German and 50 Polish advertise-ments) in which 147 examples of idiomatic expressions used in German advertisements and 87 examples of idiomatic expressions used in Polish advertisements have been analyzed.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2018-01-01 |