Features of the neologization process of the beauty industry discourse in modern English as one of the components of the advertising discourse

Abstract

Problem statement. The study aims to analyze the features of the neologization process of the beauty industry discourse in modern English as one of the aspects of the advertising discourse. The object of the study was a collection of 250 thematically relevant neologisms gained as a result of continuous sampling on the Internet. The methods of analysis were descriptive and comparative ones, as well as the methods of continuous sampling and linguo-statistical calculations. Results. The findings of the research indicate the factors determining the intensity of the neologization process of the beauty industry discourse in modern English, single out the thematic clusters of neologisms and the areas of their use, identify the correlation between parts of speech of the new words, their structural-semantic and lexico-grammatical features, as well as the most productive word formation processes. Conclusion. The dynamic development of the beauty industry as a reflection of the political, economic and socio-cultural changes taking place in the world determines the intensity of the neologization process of the discourse under study. The replenishment of the language lexical layer with neologisms is carried out through the word formation processes, such as mainly compounding, affixation, blending, layering of the word meaning. The most part of the neologisms are nouns that denominate the rapidly emerging new phenomena and trends in cosmetology and aesthetic medicine.