This paper deals with articles published in the Croatian linguistics journal Jezik ('Language'); more specifically, with those articles covering the lexical level of the Croatian language, published between 1952 and 1990. The corpus analyzed in this paper consists of theoretical papers, predominantly those that are prescriptivist in nature. This vast subject of lexical norms is divided into several subdivisions based on the frequency of occurrence of a given topic discussed in the journal, these subdivisions being neology, synonymy, lexical borrowing, terminology and onomastics. Furthermore, all of these topics seem to be equally marked by quite distinct linguistic purism, due to the high influx of loanwords from other languages (primarily Russian and English) on the one hand, and the unique political situation in Yugoslavia at the time on the other. This paper also provides a glossary of lexemes that are all deemed to be problematic by the authors in Jezik, including a list of their proposed lexical alternatives, as well as a relevant list of synonyms the authors themselves provided.