Advertising as a Neologism-oriented discourse: a Study of Advertising English and German Languages

Cultural World. 2015. No. 6. P. 30–36.

Жилина Л. В.

The article is devoted to the study of neologisms in advertising English and German discourse. The primary aim of the research was to single out the main tendencies of the use of neologisms in modern authentic English and German advertisements; to find out common features and distinctions between them. The typical features of the advertising discourse on different levels were studied using the examples taken from English and German advertising. With the help of the classification suggested by John Algeo the most productive patterns of coining new words were singled out. In advertising English those are compounding, affixation, abbreviations and clippings; while German copywriters rely on affixation and borrowings. For that purpose more than twenty English and ten German printed magazines of different types were analyzed, including women-oriented magazines. It goes without saying that the results of the research contribute to the formation of cultural awareness of not only students but also linguists and may be used in teaching English and German in the classroom of intermediate and advanced learners of the language.

Ключевые слова: английский язык, лингвистика, немецкий язык, mass media, дискурс, СМИ, linguistics, abbreviation, аббревиатура, neologism, словосложение, discourse, global, рекламный дискурс, advertising discourse, неологизм, language and culture, язык и культура, the English language, коммерческая реклама, advertisement, современный мир, глобальный, affixation, аффиксация, Clipping, реклама, рекламировать, неология, техническая революция, сокращение слов, продуктивные структуры, сферы, подверженные влиянию неологии, культурные артефакты, языковые уровни( синтаксический, стилистический, лексический, грамматический, фонетический), advertise, neology, the German language, modern world, commercial, technological revolution, compounding, productive patterns, neology-prone spheres, cultural artifacts, language levels (syntactic, stylistic, lexical, grammatical and phonetic)