Semantics and pragmatics of anti-proverbs

A proverb is a short and simple saying which is widely known and which condenses common sense, experience, expectations and wisdom of mankind. An innovative alteration of a standard proverb, often used for humorous effect, is called an anti-proverb. For instance, by changing a single word, the well-known proverb Virtue is its own reward has transformed into anti-proverb Virtue is its own punishment. Such intentional transformations of traditional proverbs are gaining popularity in today’s world. Writers often use them for humorous or satirical purposes, in advertising, mass media and social networks. The aim of this research is to explore and identify the linguistic mechanisms which lead to creation of anti-proverbs. We will compare structural features of a number of anti-proverbs found in various sources with their traditional proverb counterparts. By means of such analysis we hope to identify underlying grammatical, semantic and contextual arrangements of anti-proverbs. This research will also include an analysis of reasons which cause linguistic innovation in the phenomenon of anti-proverbs, based on their utilization for advertising, journalistic or humorous purposes