Sodobne modifikacije pregovorov, frazemov in drugih folklornih obrazcev
Temporary Modifications of Proverbs, Sayings and other small Folklore Forms

Summary/Abstract: Small folklore forms are because of their form (the short form includes figurative message, rhythm, rhyme, they are generally well known) convenient for different modifications. In an everyday life we can find modifications of traditional proverbs or sayings in the function of joke (anti-proverbs); modifications are usually made on a component level: a changed word with a similar rhythm and rhyme or even a new part of a transformed proverb is added. The other modification of small folklore forms is in the function of the commercial. Copy-writers usually get the slogans with proverbs/sayings with a brainstorm-method, which is another evidence of existing of proverbs/sayings in the language memory as a unit and of their presence in an everyday life. They try to use all the benefits of rhythm, rhyme, melody, figurative or literal meaning and especially their presence in a language memory. As was told in the interview the Slovene commercial-creators try to avoid using folklore small forms, although we can find many commercials with a small folklore form in the Slovenian area. In Slovene advertising predominates the opinion that transformed or untransformed proverbs/sayings/riddles in the commercial are obsolete (and rare in the western advertising). Still, it seems that with using small folklore forms copy-writers get the most effect with least effort …

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