Occasionalisms in advertising texts: to the question of cognitive coding (on the material of russian and polish languages)
DOI:
https://doi.org/10.18778/1731-8025.15.06Keywords:
advertising texts, occasionalism, Russian and Polish expressive advertising neologismsAbstract
The article gives an overview of the existing trends in creation of occasional words in advertising texts. Occasionalisms are very expressive because of unaccustomed perception and because of special concentration of content. The author reveals groups of Russian and Polish expressive advertising occasionalisms in regard to their content and structural features. The research of categories of advertising occasionalisms is of much importance in theoretical as well as in applied plans, that is in comparative and pragmatic ones.
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