Zjawisko kontaminacji jako jeden z aspektów badawczych języka reklamy (na przykładzie języka rosyjskiego)

Abstract

The author considers phenomenon of blending in modern Russian, especially in commercial language. In this paper the term blending is explained and the author describes reasons for using blends in commercial language on the basis of Russian linguistic material. The starting point is definition of the blend as a word formed from parts of two or more other words. The author presents kinds of blends in commercial slogans, e.g.: the beginning of one word is added to the end of the other (Бисплатно: Билайн + бесплатно) or the end of one word is overlapped at the beginning of the other (музыкайф: музыка + кайф). The illustrative material was taken from Russian press and Internet.