engleski

The English element in the Croatian language of advertising in women’s magazines

This research focused on the English element in the Croatian women’s magazines. The aim of the work was to prove the following three hypotheses: a) The majority of advertisements will contain English elements. ; b) No advertisements will be written exclusively in English. ; c) Filipović’s division between direct and indirect borrowing will prove to be outdated, i.e. we will find changes not only on the lexical level, but on other linguistic levels as well. The research was conducted on a corpus consisting of 472 advertisements from ten weekly and monthly magazines whose target readership are women of all ages, during the period between January 26, 2011 and February 25, 2011. Advertisements were first categorized according to the language(s) they are written in, then scanned for several lexical borrowings ; loanwords, foreign loans, foreign words, semantic borrowings, pseudoanglicisms (as classified by Filipović 1986, 20-193) and all other possible new structures. New elements were then analyzed and categorized according to their type and linguistic level based on the criteria provided by Filipović in his books Teorija jezika u kontaktu (1986) and Anglicizmi u hrvatskom ili srpskom jeziku: porijeklo, razvoj, značenje (1990). The results of our analysis have supported two of our hypotheses ; that the majority of advertisements will contain English elements and that Filipović’s division between direct and indirect borrowing will prove to be outdated, i.e. that we will find changes not only on the lexical level, but on other linguistic levels as well, and have rejected our hypothesis that no advertisements will be written exclusively in English. The most productive types of English elements proved to be direct loans from the English language which do not undergo any type of adaptation to Croatian, and semi-compounds.

lexical borrowing; advertising; English; Croatian

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