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The study analyzes television advertising discourse in Slovakia from the perspective of pragmalinguistics. The theoretical framework draws on and further advances previous research on advertising discourse. The advertisements are subjected to content analysis and narrative discourse analysis. The aim of these analyses is to reveal the occurrence and frequency of indirect nominations, which are strategically employed within advertising discourse. The advertising language plan includes functional collocations, which...

Understanding the text is a process of linguistic nature. The understanding of the text involves understanding the semantic value of words and syntactic structures. The sentence is part of thematic plan of the text and at the same time it is a projection of its speech realization. In this way it becomes part of “lang” and “parol”. Understanding the text has an ontological dimension. Understanding the text takes place in the mental space with the participation of the structural processor. Parser converts the syntac...

Cognitive linguistics dealing with cognitive reflection on language considers the categorization and conceptualization as crucial for understanding the words and phrases in the figurative sense. People often use words not at the level of their meanings, but at the level of concepts and conceptual symptoms. The anthropocentric nature of expressing the time or other physical variables is obvious from the expression of the smallest unit of time: “okamih” – word which originated from two words: “mihnutie okom” what me...