The research work on the topic has good future prospects. The description of nontrivial ways and methods of word formation, functional and pragmatic potential of word-building means could in the long run facilitate predicting the future development of codified word formation. The significance of the study is determined by its contribution into the development of the dynamic description of Russian word formation. By causing bewilderment and, later, В– the interest in the recipient, occasional formations are able to effectively attract and most importantly В– to keep the attention of the audience, thereby enhancing the economic effectiveness of advertisement. They are a text-based stimulant and a catalyst for creating an advertising image in consumersВ’ minds. It is established that these word-forming occasionalisms have a special significance in terms of achieving brightness, extravagance, attractiveness, memorability of the advertisement. The greatest degree of creativity and expressiveness is possessed by words created by substitutional derivation, contamination, graphical derivation, suffixation with a change in the type of derivational stem, semantic derivation based on metaphoric word relations, affixoid word formation. The research has shown that newly coined words created by usual and non-usual ways are found in Russian advertising discourse. In this paper, we also relied on the ideas and methods of word-formation analysis developed in the Kazan Linguistic School by V.M. Baudouin de Courtenay ('language in potentia, and speech in praesentia'), which involves a sequential study of two dialectically related objects В– the language system and speaking. The study was based on the approach of I.A. The material of the research is the advertising discourse, in which the creative potential of Russian word formation is most clearly realized, due to the relationship 'language system' В– 'language capability'. The object of this study is word-building occasionalisms as a reflection of creative word-making activity in the communicative space of advertising. The aim of the research is to determine the functional and pragmatic significance of the word-forming resources of the Russian language by studying word-building neonominations as expressive signs, which are vivid expressive means in advertising texts.

We thank you for your support and look forward to serving you.CREATIVE POTENTIAL OF RUSSIAN WORD-FORMATION SYSTEMДЄbstract: The article is devoted to the study of the creative potential of the Russian word-formation system. We realize there are plenty of competitors, but our staff will quickly win you over with our professionalism and knowledge. Our mission is clear, to provide a level of service that sets a standard. We are committed to serving you with speed and quality by email, phone or in person. We work with high quality products from 3M, Avery, Arlon and Oracal along with industry leading equipment. Whether you are looking for a decal or a grand mural, we will work with you to find the right image. As a family owned and operated business, we seek to give you that personal attention you come to expect from a smaller local vendor however we have the capacity and strength to deliver goods and services as well as any large graphics company could. at Expressive Signs 4 You (Also known as ESigns4You) we seek to assist you with your message.

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