The SEMANTIC DISTORTION OF THE NEOLOGISM AND OF THE CULTIVATED PROVERB IN THE CURRENT PUBLIC DISCOURSE

Abstract

Based on the distinction common lexicon/specialized lexicon and on the Coserian concept of "functional language", the present research proposes study grids by means of which we can follow, at the level of the linguistics of "speech", the motivation and the dynamics of semantic changes taking place in the public
discourse, especially in the publishing and advertising text. The process of semantic "distortion" involves analysing the way a language, especially the Romanian one, operates at different levels where the transfer takes place according to the idiomatic and even expressive competence of the speakers who assimilate terms and phrases mimetically. Semantic redesign and phonetic remodelling occur when the
specialized lexicon from the legal and administrative or scientific domains penetrate the private discourse, or when terms and expressions from the usual erudite conversation are present in functional languages such as the language of advertising aimed at persuading a broad target audience.