Publication details
Productividad neológica de los elementos prefijales cultos en los textos publicitarios espaňoles
| Title in English | Neological productivity of Greco-Latin prefix morphemes in Spanish print advertisements |
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| Authors | |
| Year of publication | 2009 |
| Type | Chapter of a book |
| MU Faculty or unit | |
| Citation | |
| Description | The paper deals with the neological productivity of Greco-Latin prefix morphemes in Spanish print advertisements. These problematics include: a) the frequent use of technical terms in advertising texts for positive connotations of the product with the prestige of western science and technology; b) the creation of pseudo-technical terms, especially in cosmetics advertising, for the same reason of positive connotation as indicated before; c) the word formation using superlative prefixes (e.g. ultra-, extra-, super-) in relation with the hyperbolic character of the advertising language. |