Usage of Neologisms Formed by Derivation in Online Advertising



The article provides a brief overview of the principles of formation and usage of neologisms formed by derivation in English advertising materials. A description of existing methods and characteristics of derivative word formation in English is given, and examples of modern neologisms in advertising are analyzed. The research is focused on the lexical role of neologisms in the context of modern online advertising, their nominative and stylistic functions in the English advertising text.

General Information

Keywords: advertising text, online advertising, affixation, word formation, derivative word formation, derivation, neologisms

Journal rubric: General and Comparative Historical Linguistics

Article type: scientific article


Received: 01.09.2023


For citation: Litvinov A.V., Starovoytov A.S. Usage of Neologisms Formed by Derivation in Online Advertising [Elektronnyi resurs]. Âzyk i tekst = Language and Text, 2023. Vol. 10, no. 3, pp. 5–11. DOI: 10.17759/langt.2023100301. (In Russ., аbstr. in Engl.)


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Information About the Authors

Alexander V. Litvinov, PhD in Education, professor of the chair of foreign and Russian philology, Moscow State University of Psychology and Education, associate professor at Foreign Languages Department at the Facultyof Economics (RUDN University), Moscow, Russia, ORCID:, e-mail:

Alexander S. Starovoytov, Assistant Lecturer, Department of Foreign Languages, Faculty of Economics, Russian Language, Peoples’ Friendship University of Russia named after Patrice Lumumba, Moscow, Russia, ORCID:, e-mail:



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