фразеологические единицы

This article presents an analysis of phraseological units within the framework of advertising discourse. It examines the transformation of phraseological units in terms of both external and internal form. In addition to the substitution of the original components, their syntactic structure may also undergo changes, as well as their internal semantics, which directly touches upon the issue of meaning interpretation.

The article touches upon the topic of variability in the meaning of the precedent Biblical text about Adam and Eve in the discourse of the speakers of American English. Basic features of precedent phenomena are highlighted in comparison with idiomatic units and the conclusion is drawn on the absence of a fixed usual meaning of precedent phenomena.

The article studies how the gender component manifests itself in the structure, semantics and reference of the idioms represented by Lak phraseological units with agential nouns.