STYLISTIC USE OF LEXICAL-SEMANTIC INNOVATIONS IN THE MODERN ENGLISH ADVERTISING DISCOURSE
Journal Title: Науковий вісник Херсонського державного університету. Серія «Перекладознавство та міжкультурна комунікація» - Year 2018, Vol 4, Issue 4
Abstract
The article is devoted to the analysis of creational mechanisms of lexical-semantic innovations and features of their stylistic functioning. To achieve a concrete aim of our research we determine the mechanisms for creating lexical-semantic innovations, highlight the features of their stylistic functioning, reveal the manipulative and suggestive influence of lexi- cal-semantic innovations on the recipient. It was determined that lexical-semantic innovations in the English advertising texts (neologisms and occasionalisms) formed mainly by word-formative and semantic derivation. Mechanisms of word-formative derivation generally are compounding, affixation and telescoping (portmanteau words). Word-forming mechanisms for occasionalisms traditionally are telescoping and compounding. The result proved the special pragmatic focus of lexical-semantic innovations in the English advertising discourse in order to maximize informative and expressive content of the advertising text. Despite the main function - attractive - lex- ical-semantic innovations help to achieve maximum informational and expressive effect of the advertising text, provide originality, modernity and economize advertising space. Regardless the constraction, lexical-semantic innovations also contribute to the implementation of the communicative and functional target of the addresant.
Authors and Affiliations
О. Д. Макєдонова
Keywords
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