Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page)
The aim of the article is to look at the creative word formation used in advertising messages posted on Facebook. The focus is on neologisms which, thanks to their innovative structure, are a part of a game with an internet user trying to decipher a new lexical unit. In addition to trying to recreat...
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| Hōputu: | Online |
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Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Urunga tuihono: | ONIX_20250307_9788382207118_1322 |
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Kāore He Tūtohu, Me noho koe te mea tuatahi ki te tūtohu i tēnei pūkete!
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| _version_ | 1869525646476050432 |
|---|---|
| author | Burska, Katarzyna |
| author_browse | Burska, Katarzyna |
| author_facet | Burska, Katarzyna |
| author_sort | Burska, Katarzyna |
| collection | Directory of Open Access Books |
| description | The aim of the article is to look at the creative word formation used in advertising messages posted on Facebook. The focus is on neologisms which, thanks to their innovative structure, are a part of a game with an internet user trying to decipher a new lexical unit. In addition to trying to recreate the structure of such structures, it is also important to trace their semantic-pragmatic properties. The material basis are posts published on the fanpage of Lidl stores from 1st July 2020 to 28th February 2021. The presented word-formation innovations rarely serve nomination purposes. Their function is reduced to ludic character, that is, to amuse the viewer with an unconventional form. The analyzed constructions are ephemeral, their main tasks are to evoke short-term emotions, make the purchase more pleasant for consumers and arouse sympathy for the brand. Positive structures constitute a significant part of the analyzed material. The most frequently used word formation procedure is portmanteau; decompositions, adhesions and cuts appear much less frequently. The words from the English language are used relatively often in the above-mentioned language games. The advertising message of Lidl stores on Facebook should be treated comprehensively: not only the main slogans play an important role, but also images and supplementary texts of several sentences. |
| format | Online |
| id | doab-20.500.12854ir-155672 |
| institution | Directory of Open Access Books |
| language | pol |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1556722025-03-07T14:29:38Z Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) Burska, Katarzyna real-time marketing storytelling marketing advertising news service creativity media studies The aim of the article is to look at the creative word formation used in advertising messages posted on Facebook. The focus is on neologisms which, thanks to their innovative structure, are a part of a game with an internet user trying to decipher a new lexical unit. In addition to trying to recreate the structure of such structures, it is also important to trace their semantic-pragmatic properties. The material basis are posts published on the fanpage of Lidl stores from 1st July 2020 to 28th February 2021. The presented word-formation innovations rarely serve nomination purposes. Their function is reduced to ludic character, that is, to amuse the viewer with an unconventional form. The analyzed constructions are ephemeral, their main tasks are to evoke short-term emotions, make the purchase more pleasant for consumers and arouse sympathy for the brand. Positive structures constitute a significant part of the analyzed material. The most frequently used word formation procedure is portmanteau; decompositions, adhesions and cuts appear much less frequently. The words from the English language are used relatively often in the above-mentioned language games. The advertising message of Lidl stores on Facebook should be treated comprehensively: not only the main slogans play an important role, but also images and supplementary texts of several sentences. 2025-03-07T14:29:37Z 2025-03-07T14:29:37Z 2022 chapter ONIX_20250307_9788382207118_1322 9788382207118 9788382207101 https://directory.doabooks.org/handle/20.500.12854/155672 pol image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/1051 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-710-1.04 The aim of the article is to look at the creative word formation used in advertising messages posted on Facebook. The focus is on neologisms which, thanks to their innovative structure, are a part of a game with an internet user trying to decipher a new lexical unit. In addition to trying to recreate the structure of such structures, it is also important to trace their semantic-pragmatic properties. The material basis are posts published on the fanpage of Lidl stores from 1st July 2020 to 28th February 2021. The presented word-formation innovations rarely serve nomination purposes. Their function is reduced to ludic character, that is, to amuse the viewer with an unconventional form. The analyzed constructions are ephemeral, their main tasks are to evoke short-term emotions, make the purchase more pleasant for consumers and arouse sympathy for the brand. Positive structures constitute a significant part of the analyzed material. The most frequently used word formation procedure is portmanteau; decompositions, adhesions and cuts appear much less frequently. The words from the English language are used relatively often in the above-mentioned language games. The advertising message of Lidl stores on Facebook should be treated comprehensively: not only the main slogans play an important role, but also images and supplementary texts of several sentences. 10.18778/8220-710-1.04 83bfe9c9-323d-4283-b087-d859fd9af314 9788382207118 9788382207101 41-71 open access |
| spellingShingle | real-time marketing storytelling marketing advertising news service creativity media studies Burska, Katarzyna Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) |
| title | Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) |
| title_full | Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) |
| title_fullStr | Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) |
| title_full_unstemmed | Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) |
| title_short | Chapter Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page) |
| title_sort | chapter word formation neologisms as an element of an advertising message on the internet on the example of the lidl polska fan page |
| topic | real-time marketing storytelling marketing advertising news service creativity media studies |
| topic_facet | real-time marketing storytelling marketing advertising news service creativity media studies |
| url | ONIX_20250307_9788382207118_1322 |
| work_keys_str_mv | AT burskakatarzyna chapterwordformationneologismsasanelementofanadvertisingmessageontheinternetontheexampleofthelidlpolskafanpage |