Language play in outdoor advertising in Kyiv
Iрина Прожогiна
Киïвський нацiональний унiверситет iменi Тараса Шевченка. Iнститут фiлологiï. Кафедра украïнськоï та росiйськоï мов як iноземнихAbstract
The main objective of the study is to analyze language play specificities in outdoor advertising in Kyiv. The research approach is based on classifying the tricks of language play according to the levels of the language system, as the most appropriate approach for the analysis of this material. It has been discovered that various tricks of language play relate to derivational level (such as contamination, abbreviation, occasion word formation), lexical-semantic level (different kinds of puns), phonetic level and others. There are also some cross-level language tricks that combine lexical and derivation levels and so on. The article also deals with cross-language play, mainly the combination of Ukrainian and English words. It is underlined that language play is also a very interesting subject for cognitive sciences, and linguodidactic and linguocultural studies.Keywords:
language levels, language system, language play, outdoor advertising, Ukrainian languageReferences
Bergson H., Śmiech. Studyum o komizmie, Lwów–Warszawa 1902, [online], https://pl.wikisource.org/wiki/Śmiech.Studyum o komizmie, [dostęp: 29.07.2020].
Chruścińska K, O formach potencjalnych i okazjonalizmach, „Prace Językoznawcze” 1978, 91, s. 69–79.
Encyklopedia języka polskiego, S. Urbańczyk (red.), Wrocław–Warszawa–Kraków 1991.
Fąka P., Śmieszność – pytania i perspektywy badawcze, [w:] Zrozumieć humor, S. Dżereń-Głowacka, A. Kwiatkowska (red.), vol. 2/1, Piotrków Trybunalski 2009, s. 33–39.
Kaproń-Charzyńska I., Kreatywność językowa i jej wybrane mechanizmy w kontekście wtórnej oralności, „Prace Filologiczne” 2017, 71, s. 177–186.
Uniwersalny słownik języka polskiego PWN, S. Dubisz (red.), t. 1–4, Warszawa 2006.
Skovorodnikov A., Damm T., O lingvostilističeskom statuse kalambura (na materiale russkoâzyčnyh gazetnyh tekstov), „Stylistyka” 2001, X, s. 183–193
