Նորակազմությունները արդի հայերենի գովազդային խոսույթում

Abstract

The article deals with the peculiarities of the use of neologisms in the advertising discourse of the modern Armenian language. Particular attention is paid to occasional words and speaking names. The shortcomings, the advantages of using these words are highlighted; such extra-linguistic factors of the organization of the advertising discourse that affect the addressee and contribute to the perception and memorization of the advertising text are considered. In the context of the use of these words, the opposite sides of the linguistic norm and advertising discourse are presented, as well as the functions of unusual neologisms are explained. Considering extra-linguistic factors, it becomes clear that basically it is the shortcomings, the unusual structures of new words that become the basis for precise and targeted advertising.