|Abstract (English)|| |
Along with neologisms, formed by established and well-documented word formation patterns in the Croatian language, recent years have seen a rise in (electronic) media language of words formed by blending parts of existing words which do not necessarily count as morphemes, the latter being a basic criterion for distinguishing compounds from blends. Blending has thus become a handy way of forming neologisms, particularly in marketing, due to their innovative and exclusive nature, well suited to attract the viewers (aromagija, slastistika, sprinternet). Since the word formation patterns and elements in question are not inherent to Croatian, the paper aims to establish whether the number of blends in Croatian grows by direct transfer of foreign words, or if the particular pattern of word formation is reproduced and adapted to the linguistic system of Croatian. Furthermore, the paper shall establish the structure of blends based on the corpus compiled from Croatian printed and electronic media, list registers these most frequently appear in, and elaborate on the basic incentives for their creation.