OCCASIONALISMS IN ADVERTIZING COPIES (AS EXEMPLIFIED BY SLOVAK, BULGARIAN AND UKRAINIAN LANGUAGES)
OCCASIONALISMS IN ADVERTIZING COPIES (AS EXEMPLIFIED BY SLOVAK, BULGARIAN AND UKRAINIAN LANGUAGES)

Summary/Abstract: In the article, occasionalisms as individual authored new formations in Slovak, Bulgarian andUkrainian advertising texts were researched. The state of studying the selected scientific problems was analysed, as well as different views of scientists on the interpretation of the concept of ‘occasionalism’ and the use of various terms for its designation (occasional derivation, advertising new formations, potential words, etc.) were considered. Attention was drawn to the distinction between the terms of ‘neologism’ and ‘occcasionalism’. In the article, the reasons for lexical innovations appearance in advertising language were also studied, its functions were considered. According to the grammatical affiliation of occasionalisms in the advertising language, occasional verbs, nouns, adverbs, and adjectives were analysed, the peculiarities of its formation and use in advertising texts were found out, as well as a comparative analysis of some lexical units functioning in the texts of Slovak, Bulgarian and Ukrainian advertising was performed. A particular attention was given to occasional phrases, which acquire new shades in advertising due to an unexpected combination of words. According to word formation classification of occasionalisms, such ways of its creation were considered as prefix, suffix, prefix-suffix, word compounding, word stem compounding, and graphic derivation. Graphic occasionalisms occupy a significant place in the advertising texts, which arise from the type of highlighting certain letters, replacing individual letters with different symbols or borrowed letters, etc. Based on the material analysed, the influence of occasionalisms on the consumer during the perception of advertising texts was determined.

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