The ever increasing number of advertisers and the expansion of advertising space has already exceeded receptive capabilities of addressees; this is the reason why arousing addressees' attention is becoming a more and more demanding task. The article presents a special type of nonce words in printed advertisements, called graphoderivatives, which use graphic and orthographic elements to achieve effectiveness. Their typology will be presented in detail based on collected materials, according to the usage and combinations of various written signs (ABCČDZS, priseb(n)i, M!ZA, Remisliti, TISati, nezNOSen, ?mega, 3OR24 2N4N?4, Bank@Net ipd.), and their role, which is mostly aesthetic, emotional or intellectual, will be defined. Graphoderivatives often reflect the advertiser or the advertised product itself, but sometimes they are just a pun aimed at attracting attention. However, it is possible to identify the tendency towards their increasing visualisation in advertising communication.
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