Occasional words in the language of advertising

M V Kotenko,A Z Shtanhret

doi:10.12958/2227-2844-2021-3(341)-27-36

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.

Highlights

One of the primary tasks of advertising, alongside with providing information, is to influence recipients
Nonce or occasional words are defined as lexical units which do not correspond to conventional rules of use, which are characterized by certain specific individual meaning determined by peculiar contextual conditions
The language of advertising slogans may contain words with a metaphorical meaning that contribute to the expressiveness of the message and emphasize the main idea, describing one object in terms of another, for example: They are the Tim-Nice-But-Dim of the pet world [6]

Summary

Introduction

One of the primary tasks of advertising, alongside with providing information, is to influence recipients. Nonce or occasional words are defined as lexical units which do not correspond to conventional rules of use, which are characterized by certain specific individual meaning determined by peculiar contextual conditions. They are regarded as the phenomena of speech which do not correspond to language norms and standards, function only within a definite context and serve to express the speaker’s personal ideas (Rebriy, 1997). An advertising slogan is short, eye-catching, easy to remember and keep in mind Such slogans are considered to be independent linguistic units, succinct, accurate and remarkable which are able to express the competitive privilege of a product or service (Haidanka, 2015). From the syntactic point of view, the language of advertisement can be classified according to four sentence types used in it: declarative, interrogative, imperative and exclamatory

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Conclusion