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Derivation of Advertising Onyms: Productive Methods

The study is aimed at analysing of the constants of advertising texts – advertising onyms – in terms of derivation processes and identifying the most productive methods of derivation in advertising naming. The paper provides a brief description of the advertising language and, in particular, of the advertising onym, introduces examples of modern advertising names created by derivational means of the Russian language. The author differentiates and systematises various functions of affixes in advertising names. The described methodology involves theoretical analysis and generalisation, derivational analysis of advertising onyms, classification and forecasting methods. The author considers pure affixal and combined methods as the most productive methods of derivation of advertising onyms. Onym-acronyms go beyond an informational content. Contaminated structures often include elements of graphoderivation and are considered to be the most multifunctional in terms of pragmatic goals of the advertisement. The advertising language is developing towards creativity, ingenuity and utilitarity, thus, mixing formants, contaminated structures and elements of various code systems within one onym appear to be the most relevant and competitive means of creating constants of advertising texts.