Word Formation in Contemporary Advertising of Kyiv

Заєць, Валентина Григорівна and Леонтюк, Олена Богданівна (2025) Word Formation in Contemporary Advertising of Kyiv Науковий вісник Міжнародного гуманітарного університету серія "Філологія" (76). pp. 49-52. ISSN 2409-1154

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Abstract

The article attempts to analyze the language of advertising in the capital city, which serves as a source for the enrichment and development of the urban vocabulary. The examples provided demonstrate that the language of city advertising ensures an intellectual space, the stability and dynamism of linguistic evaluations, as well as the coexistence and interaction of the literary language with collective speech practice (usus). It is shown through examples that both usual and non-usual word formation are recorded in the language of advertising. The interaction between usual and non-usual word formation, which borders on the linguistic norm, is revealed. The study focuses on normative word formation based on reproducible productive models. Lexical units constructed “contrary to word-formation patterns” are analyzed separately. The expediency of adhering to word-formation norms in the production of usual lexical units is substantiated. The empirical material of the analyzed period provides grounds to assert an increase in advertising lexemes formed under the influence of the tendency toward univerbation. The article analyzes lexical units formed through compounding (i.e., composites). Attention is drawn to the growing interest in linguistic economy and the dynamism of the aforementioned formations. Special focus is placed on the word-formation structure of lexical units in contemporary advertising of the capital. It is demonstrated through examples that the language of capital advertising disseminates and popularizes lexical units formed with native morphemes. The study identifies formations in advertising texts created through affix deletion. A tendency toward the use of derivatives with zero-suffix formations is established, which fully corresponds to the principle of word-formation economy. Based on the analysis of the advertising text corpus of the capital, the frequency of lexemes generated through telescopy is demonstrated. It is assumed that telescopisms may become codified and form derivatives, thus acquiring wordformative potential. It is confirmed that occasionalisms in advertising language influence the vocabulary of the speech community, unite speakers, and stimulate linguistic discussion. It is proven that occasional units require thoughtful analysis and should not be subjected to editorial correction. Further study of word formation in advertising texts of the capital is seen as promising, as it will contribute to a deeper understanding of word-formation mechanisms.

Item Type:	Article
Additional Information:	obleontiuk.fufkm23@kubg.edu.ua
Uncontrolled Keywords:	ukrainian language; word-formation norm; word-formation method; usual word formation; unusual word formation; editing; telescopy
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Збірники наукових праць 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:	31 Mar 2026 11:40
Last Modified:	31 Mar 2026 11:40
URI:	https://elibrary.kubg.edu.ua/id/eprint/56859

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