Browsing by Author "Tencheva, Boryana"

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LANGUAGE GAMES ON THE FUNCTIONAL LAYER (FROM RUSSIAN, GERMAN AND BULGARIAN DATA)

Tencheva, Boryana (УИ "Паисий Хилендарски", 2012)

This article describes the main theoretical problems of definition and pragmatic aspects of wordplay as a linguistic and cognitive-communicative phenomenon in the advertising discourse. We shall hereby discuss only the ...
POLYSEMY AND FUNCTIONALITY OF THE IDIOM'S INNER FORM IN GERMAN, BULGARIAN AND RUSSIAN ADVERTISING

Tencheva, Boryana (УИ "Паисий Хилендарски", 2018)

With reference to concrete examples we made an effort to study the semantic binarity and semantic variations of idioms in TV advertising. The accurate selection of the extralinguistic context and the precise word choice ...