TRENDS IN THE USAGE OF OCCASIONAL WORD FORMATION IN ADVERTISING

Abstract

The issues presented in this article refer to both the active processes of occasional word formation common to the modern Russian language in general, and the challenges that a copyrighter faces, when aiming to create effective advertising copies. Word-formative occasionalisms are analyzed as related to the basic methods of Russian word formation in terms of reasonability of their use within advertising message and naming. Thus, during the analysis the author comments on each of the given cases of occasional word-formation and notes the degree of its effective use in the given print advertising. In the article conclusions it is noted that not all attempts to seem original in advertising by such a verbal tool as occasional word formation can be successful, but only in those cases when it contributes to the memorability of the brand, product category and uniqueness of the selling proposition.