REASONS FOR THE APPEARANCE OF NEOLOGISMS IN MODERN RUSSIAN ADVERTISEMENTS

Dong Xin

Modern social development, international trade, human exchanges, technological progress, Internet proliferation, and the globalization process continue to increase the impact on languages. This evolution and influence have resulted in a constant updating of the language, as well as the creation of neologisms. This article investigates the reasons for the creation of neologisms in modern Russian advertising by categorizing the neologisms being produced in many parts of the world today. This research will allow us to expand our knowledge of neologisms, understanding how neologisms are used in modern Russian advertising, as well as to study their role both in advertising itself and the main areas in which they are used. In addition, it will contribute to a better understanding of modern linguistic trends based on advertising neologisms, as well as the identification of new ideas and phenomena in the developing modern society.

Keywords:language, advertising, neologism, borrowings, reasons for the appearance of neologisms