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

Abstract

The author considers the phenomenon of contamination in modern Russian, especially in the commercial language. In this paper the author explains the term contamination and describes some selected reasons for using contaminations in commercial language on the basis of the Russian linguistic material. The starting point is the term of contamination defined as a word formed from parts of two or more other words. The author presents different types of contaminations in commercial slogans, e.g.: the beginning of one word attached to the ending of another (Бисплатно: Билайн + бесплатно) or the ending of one word attached to the beginning of another (музыкайф: музыка + кайф). The illustrative material has been taken from the Russian press and the Internet.