Leksičke slivenice u nazivima brendova jela i pića na engleskom jeziku

Abstract

The paper qualitatively and quantitatively investigates morphotactic transparency, as well as semantics of 99 lexical blends in food and drink brand names in English. Following E. Ron- neberger-Sibold’s conclusion (2006) that lexical blends in German brand names exhibit very low or no transparency, the present research is based on the hypothesis that most of the blends in the corpus will behave similarly to those in German. That is, the transparency of the vast majority of them will be functionally tuned to match the requirement for a brand name to be primarily expressive. The research results have confirmed the initial hypothesis, since 85,85% of the analyzed blends are created by the two least transparent blending techniques in E. Ronneberger-Sibold’s typology (2006: 168–169), namely semi-complete and fragment blending. On the other hand, a semantic analysis of the blends in the corpus has shown that most of them belong to the so-called determinative type, with the semantic relations between their constituents being extremely diverse.