Occasional words in the language of advertising

Abstract

The article attempts to investigate the peculiarities of using of occasionalisms in the language of advertising. A thorough analysis of selected occasionalisms was performed on the level of phonetics, semantics and syntax. It has been proven that alliteration is the most often used means to increase the intonational expressiveness of an advertising slogan, as illustrated by numerous examples from newspaper articles. The analysis of belonging of occasional words to a certain part of the language has shown that they mostly belong to the class of nouns, adjectives and verbs with a positive connotation, thus contributing to the expressiveness of an advertising slogan. It has been confirmed that every occasionalism has been created for a certain advertising slogan by violating the language norms of word formation. Most occasional words have been formed by derivation, mainly affixation, base formation and abbreviation. From a syntactic point of view, the language of advertising is represented by affirmative, interrogative and exclamatory types of sentences. The main function of the selected occasional words is the nomination of certain products and services. Performing the function of an expressive means, occasionalisms are mostly used to provide a vivid description of the advertising product or service in order to attract the attention of consumers. It has been proved the expediency of using intentionally incorrect spelling of words, the so-called sensational or divergent spelling in the texts of the advertising slogan is considered to be one of the effective ways to attract the attention of modern consumers to the advertising product or service. As an example of an innovative tool in the battle for perspective consumers, the use of numerals and other graphic symbols has been singled out for the potential consumers’ attention, which will help to increase the effectiveness of the advertising slogan and remembering of its new expressive shades.