STYLISTIC USE OF LEXICAL-SEMANTIC INNOVATIONS IN THE MODERN ENGLISH ADVERTISING DISCOURSE

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 lexical-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 - lexical-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.