Semantic Variation in the Romanian Language of Marketing
Semantic Variation in the Romanian Language of Marketing

Summary/Abstract: This paper explores instances of semantic variation in the Romanian language of marketing by analysing a number of terms that marketing shares with other specialised languages and/or with the general language. The data we base our analysis on are collected from a Romanian marketing corpus and from specialised and general language dictionaries. The study has shown that a great part of the terminological innovation in marketing consists in recycling already existing words/terms and adding new semantic features so that they cover the new marketing-related conceptual information. The new marketing readings fall into three main categories, following Cruse’s classification (2011): full senses, spectral subsenses and ways-of-seeing.

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