Dimensions of word formation in advertising texts of the city of Kyiv

Заєць, Валентина Григорівна (2025) Dimensions of word formation in advertising texts of the city of Kyiv Міжнародний гуманітарний університет (72). pp. 43-47. ISSN 2409-1154

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Abstract

The article attempts to analyze the advertising language of the city of Kyiv as a powerful resource for replenishing and developing the Ukrainian lexicon. Examples confirm that the language of advertising in the capital fills the utterances of the city residents, ensures intellectual life, stability and dynamics of language assessments, coexistence and interconnection of literary language with collective speech practice (uzus).The examples confirm that regular and irregular word formation methods are recorded in the language of advertising. The interaction of usual and unusual word formation has been revealed. The focus is on normative word formation according to reproducible productive models. Lexical units that are constructed «contrary to wordforming patterns» have been separately analyzed. It has been emphasized that the authors of advertising do not distinguish between the semantics of the prefixes roz-and vid-. Among the latter, the expediency of editing to comply with the wordformation norm has been indicated, which adds stability to the usual linguistic space. The expediency of complying with word-formation norms in the production of usual lexical units has been justified. The empirical material of the studied period gives grounds to assert the growth of lexemes in the language of advertising that appeared under the influence of the trend towards internationalization. The article analyzes lexical units formed by gluing. Attention has been focused on the dynamism of the above-mentioned formations. The focus is on the word-forming structure of lexical units in modern advertising in the capital. The competition of borrowed affixes super-, mega- and autochthonous prefixes bez-, nad-, nay- has been proven. The analyzed lexical units allow us to emphasize the tendencies towards autochthonization. The article emphasizes that the advertising language of the capital disseminates and popularizes lexical units formed by specific morphemes. Based on the analysis of the text resource of the capital’s advertising, the frequency of use of lexemes generated by telescoping has been proven. It is predicted that telescopings will be able to acquire codification, will also form derivatives, and will have the ability to form words. It has been confirmed that occasionalisms in the language of advertising influence the vocabulary of the language community, unite and encourage linguistic discussions. It has been proven that occasional units require thoughtful analysis and are exempt from editorial corrections. Attention has been focused on the rejection of the need to edit occasional lexical units as a result of the linguistic thinking of the modern generation in the period of globalization changes. It is predicted that the trend towards the revival of autochthonous morphemes in advertising texts will continue to increase. Such activation will focus the attention of native speakers on the more frequent use of specific linguistic units in usage, and will remove the need for borrowed affixes. We see further study of word formation in advertising texts in the capital as promising, which will provide an opportunity to master the methods of word formation.

Item Type:	Article
Uncontrolled Keywords:	Ukrainian language; language norm; usage; editing; codified lexical unit; occasionalism
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет української філології, культури і мистецтва > Кафедра української мови
Depositing User:	викладач Валентина Григорівна Заєць
Date Deposited:	15 Jul 2025 08:04
Last Modified:	15 Jul 2025 08:04
URI:	https://elibrary.kubg.edu.ua/id/eprint/52600

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