The main methods of entering neologisms in modern advertising discourse

At the present stage of development of the science of language, a decisive turn is observed from the study of language as a closed system to the study of language in its many connections and functions: language and culture, language and politics, language and ideology, language and religion, language and society, language and thinking. This is evidenced by the formation of complex disciplines (linguistic cultural studies, socio-, psycho-, pragmalinguistics, anthropocentric linguistics, etc.) and the rapidly developing linguistics of speech. Language learning is associated with many areas of people's social activities, including such a popular area today as advertising. From the linguistic point of view, advertising is a special sphere of practical activity, the product of which are verbal works advertising texts. These texts in their totality are characterized by: 1) signs of the content and appearance, allowing to distinguish them from others non-advertising texts; 2) own functional features; 3) a special place that they occupy in the total body of texts. Virtual reality is based on the subjectivity of the irrational consumer and is created on the basis of a specific aesthetic way of holistic understanding and the formation of mass communication. Thus, in relation to the consumer, virtuality acts as a system of irrational ideas about the world, based on an artistic and scientific approach. Keywords–neologisms, advertising discourse, irrational consumer, mass communication