The bachelor's thesis discusses word formation processes in various types of written advertising discourse. The paper includes both predictable and unpredictable word formation processes, which are thoroughly defined in the theoretical part of the thesis. In today's advertising texts, the most common predictable word formation process is ordinary derivation by prefixation, while among unpredictable word formation processes, blending and compounding stand out. It was also observed that many advertising designers use graphoderivatives (the most common is naive etymologisation), which make the text more attractive and consequently faster to remember.
|
