USE OF NEOLOGISMS IN ADVERTISING TEXTS

Abstract

Advertisements have become such an integral part of our daily lives that we encounter them at every step, whether we like it or not. The text, words, image, tone, colors used in them are carefully selected by copywriters in order to attract people's attention and "call" customers. One of its important requirements is that the words used in the advertising texts are understandable for the addressees. At the same time, the representation of the units used by the addressees in everyday life in advertising ensures the effectiveness of advertisements, that is, it brings the advertised product closer to the target audience. This article talks about new words entering our language - neologisms, their assimilation into the language, and at the same time, they are actively used in advertising texts. Neological units used in advertising texts are analyzed.