The article deals with the role of neologisms in the construction of an advertising text, as well as various principles and structures of introducing a neologism into the text. In particular, the author considers the principles of detachment and modalization, resorting to which the speaker (writer) creates discursive tension necessary to introduce a new linguistic unit into speech.
How to cite:
Volostnykh A.V. Linguoric and linguistic role of neologisms in the advertising text (on the material of the French language) // Journal of Mining Institute. 2004. Vol. 160 № 1. p. 12-14.
