Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns

Vladislava Efremova; Anna Smirnova

doi:10.21603/2782-4799-2024-3-1-77-83

VAK Russia

5.9.8

COSMETIC PRODUCTS IN GERMAN-LANGUAGE ONLINE ADVERTISING: NAMING METHODS AND PATTERNS Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns

АА Аа

Published in Virtual Communication and Social Networks · Pages 77–83 · Rubric: Language in Virtual Reality: Functions and Development

DOI: https://doi.org/10.21603/2782-4799-2024-3-1-77-83

Received: 15.01.2024 Accepted: 19.02.2024 Published: 05.04.2024

Authors

Vladislava Efremova

Anna Smirnova

Vladislava Efremova

Kemerovo State University Russian Federation · Kemerovo

Anna Smirnova

Kemerovo State University Associate professor · Department of Romano Germanic Philology at the Institute of Philology, Foreign Languages and Media Communications

ABSTRACT

Advertising is constantly developing as it attempts to keep pace with the ever-changing reality. German producers of cosmetics advertise their brands in German-language online magazines, and these ads often reflect the current changes at the language level. The authors identified and described the current naming methods and patterns in online advertising of German cosmetic brands. The naming strategies followed the rapid global changes and adapted to the constantly emerging new cosmetic products. The most recent nominations proved to be structurally and semantically diverse. Along with the typical German word-formation, they demonstrated some novel methods, which indicated the most recent transformations in the language. The modern German cosmetic advertising is subject to the process of neologization. While each neoplasm adds to the linguistic expressiveness of the language in general, it increases the reader’s involvement in each particular ad. The neologisms were coined in line with German as well as English patterns while some were combinations of them both.

KEYWORDS

advertising texts, German language, naming methods, neologisms, borrowings, world building

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This work is licensed under Creative Commons Attribution 4.0 International Creative Commons

GOST

Efremova V. A., Smirnova A. G. Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns // . 2024. pp. 77-83. DOI: https://doi.org/10.21603/2782-4799-2024-3-1-77-83. (Date of access 19.08.2026).

MLA

Vladislava Efremova, Smirnova A. G.. "Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns." (2024): 77-83. DOI: https://doi.org/10.21603/2782-4799-2024-3-1-77-83.

APA

Efremova V. A., Smirnova A. G. (2024). Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns. , 77-83. https://doi.org/10.21603/2782-4799-2024-3-1-77-83

Chicago

Vladislava Efremova, Smirnova A. G.. "Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns." , no. (2024): 77-83. https://doi.org/10.21603/2782-4799-2024-3-1-77-83.

WIKI

{{cite journal | author = Efremova V. A., Smirnova A. G. | title = Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns | journal = | year = 2024 | pages = 77-83 | doi = 10.21603/2782-4799-2024-3-1-77-83 }}

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COSMETIC PRODUCTS IN GERMAN-LANGUAGE ONLINE ADVERTISING: NAMING METHODS AND PATTERNS Cosmetic Products in German-Language Online Advertising: Naming Methods and Patterns

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