Comparative Analyses Of Neologisms In Advertisements In Russian And English Magazines

Language is a complex system of signs that is constantly changing and developing.This development is happening at different levels of the language: the morphological composition of the word changes;the phonological system undergoes various changes;and the words and phrases undergo semantic changes.But the most significant changes take place in the vocabulary of the language.This work reflects the influence of advertising neologisms on the development and formation of the lexical composition of the modern English and Russian languages.The relevance of the research topic is supported by the fact that every day the language is replenished with new words introduced into official dictionaries and expanding the vocabulary of the language.The creation of new words is happening,first of all,as a reflection in the language of the needs of society in the expression of new concepts that constantly arise as a result of the world development.The development of a language depends on the development of its word-formational system: the formation of new word-formational models of words,changes in existing ones,and increasing or decreasing in their productivity.In this research the most and the least productive word formational models in neologisms from advertisements of English and Russian magazines are discovered and compared.And the main semantic and structural similarities and differences in neologisms of Russian and English are analyzed.Comparison of the replenishment of the vocabulary of the English and Russian languages is very interesting and important,because this is what can help in the future while learning a foreign language.This research includes the similarities and differences of neologisms in the advertisements of English magazines in Russian and English.Magazines like USA Today;JACK AND JILL;Penthouse;AMERICAN GIRL;Cosmopolitan;Cover Girl and others are explored.Also the great attention is paid to the occurrences of neologisms and the language effect of neologisms on readers.In this research the different definitions of the neologisms in English and Russian languages were found out and the basic characteristics of the advertising text were discovered.The comparative analyses that were made in this research helped to find out what is the frequency of the wordformational models of neologisms based on the chosen empirical material in Russian and English languages.After the comparative analyses of the differences and similarities in the total occurrences of neologisms in Russian and English were found out,the structural and semantic differences and reasons for these differences of neologisms in these two languages were analyzed.The main reasons for differences of Russian and English neologisms in advertisements were analyzed from linguis tics,sociolinguistic and semiotic perspectives.This research can help to single out the main tendencies of the use of neologisms in advertisements of modern English and Russian.Characterizing the degree of scientific elaboration of this problem,it should be mentioned that this topic has already been analyzed by various authors in various publications.Nevertheless,with regard to the neologisms of the last decades,research is needed on the changes that are taking place in the world in the era of globalization.And one of the less studied aspects is the analysis of the ways of formation and the peculiarities of the functioning of neologisms in the advertising text.