OCCASIONALISMS IN RUSSIAN AND CROATIAN ADVERTISEMENTS

. The article analyses occasionalisms used in advertising texts in the Russian and Croatian languages. Occasionalisms are expressive, stylistically coloured new formations, which, as a rule, are created for single usage in a specific context. The author studies the peculiarities of structure and semantics of occasional new formations which in both languages may be derived using existing ways (with more or fewer deviations from the standard norm of word forming) or by unusual formative models. The most productive ways by which these occasional words are formed in this two related Slavic languages are determined. The analysis of linguistic material shows that the most productive standard way of forming occasionalisms is suffixation, and among the unusual formative models, it is necessary to mention contamination and grapho-derivation.