Structural and semantic features of occasional words in store and marketplace advertising

The article examines the word-formation and semantic features of the occasional words functioning in television advertising of stores and marketplaces. Despite a large number of studies of the advertising language, to date there are no works presenting the analysis results of this segment of advertising. The material for this study was the texts of television advertising of such marketplaces as Ozon, Wildberries, Avito, etc., as well as large chain stores for 2020-2024. The methods used are word-formation and contextual analysis, sampling, classification and generalization, questionnaires. The word-formation analysis of “advertising” occasional words showed that they are formed by both usual and non-usual ways of word production. Among the usual methods, the most productive were suffixation (hvatamba, pokupaka) and addition (stoptsena, skidkodni). Of the non-usual methods, only contamination (rasprodabr’, pokupakula) participates in the formation of occasional words. At the same time, some of the contaminants combine the lexical meanings of both derivative bases, and some occasional words include semantically incompatible components. The semantic analysis of “advertising” occasional words showed that most of them contain the seme “purchase”. Such new formations are motivated by the words prodazha, pokupaka, khvatat’, etc. Only an insignificant part of occasional words is not related to buying / selling. The pragmatic function of occasionalisms is that these words help advertising stand out from the crowd and be remembered by the buyer. This is indicated by the results of a survey conducted by the author, which show that respondents most often associate occasional words with the advertised store or marketplace.