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.
Russian culture in the German eyes. Mediators between Russia and Germany. Russian authors in German translation. Who are the mediators creating image of Russia in Germany. Lev Kopelev and his role as a dissident and speaker of the Russian civil society in spe. Grotesque in Russian literature as a main cultural vehicle of "explaining" Russia to the German public. University teachers and scholars and their role in the communication between the two countries.