BLENDED WORDS, AN EXPRESSION OF THE LEXICAL CREATIVITY IN ADVERTISING

CUVINTELE-VALIZĂ, EXPRESIE A CREATIVITĂȚII LEXICALE ÎN DISCURSUL PUBLICITAR

Résumé

The need of brevity and expressiveness in advertising texts often forces
copywriters to apply to blended words in order to express more in less and to
capture readers’attention. This paper is trying to demonstrate how lexical
creativity works in Romanian advertising, by the use of original lexical creations,
which function as a very efficient instrument for persuading the consumer.
Blended words are playfull, original and help brands grow. Studies show that
those innovative word combinations remain in the collective mind as a sign of the
freshness of the language and they are used and recognised by the public in
various contexts.