Partir du bon pneu”: l’expression idiomatique ä travers l’expression publicitaire

Abstract

An important linguistic function of expressions and idiomatic phrases i3 their intentionality, therefore the function which precedes the act of expression. Inten-tionality of idioms is used by sales, political publicity, which in order to increase the emotional value of idioms modifies them, transforms and deforms them. The watchword of publicity presents two difficulties for the learners of foreign language.