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Abstract: The article discusses the features of the use of Slovak phraseological units and paremias in modern advertising and newspaper texts of the Slovak press. In the theoretical part, the author’s interpretation of the concept of figurative intertextuality in the advertising text is given. Figurative intertextuality is understood as the similarity between the associative and semantic architectonics of two texts, which affects the deep perception of the meaning of the media text, taking into account the intellectual and emotive nuances that function at the subtext level. This aspect of the study of intertextuality is innovative. The practical part analyzes the facts of the representation of phraseological units and paremias in Slovak newspaper texts in two versions: reproduced literally (in the original form) and rethought, transformed. The analysis of the language material confirmed the trend towards active modification of phraseological units in Slovak advertising and newspaper texts, as well as the presence of a rich range of speech transformations of ready-made units of the language. In the analyzed Slovak exemplification material, examples with structural transformation occur twice as often as expressions with semantic and grammatical transformations. Phraseologisms and paremias, used in their original form, as well as deliberately transformed, are proof of the author’s high level of phraseological competence, their linguistic creativity and imagination. These facts become a characteristic feature of the individual author’s style. The results of the study can be used in the university practice of teaching courses in the theory of language and Slavic philology, as well as in Russian as a foreign language at the master’s and/or postgraduate level.

About the author(s) :

Jan Gallo
Constantine the Philospher University in Nitra (Nitra, Slovak Republic)
ORCID ID: https://orcid.org/0000-0001-7113-9235

Jana Sokolova
Constantine the Philospher University in Nitra (Nitra, Slovak Republic)
ORCID ID: https://orcid.org/0000-0003-2227-9447

Publication Timeline:

Date of receipt: 14.06.2022; date of publication: 31.10.2022.

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