Advertising discourse has a surprising linguistic dynamics manifested by means of derivation, pseudo-prefixation, conversion, new word creation, slang and jargon terms. It adjusts to the desires of the public and depends on the cultural context and on the situation of communication.
Key words:
discourse, innovation, communication, advertising, text
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Journal “Diacronia” ISSN: 2393-1140 Frequency: 2 issues / year