Neologisms in Polycode Text of Image Advertising: Some Peculiarities of the USE in the Context of Media Sphere

The article considers the problem of neologisms functioning in mass media on the material of image advertising texts. The relevance is determined by the importance of advertising communication as an integral part of modern society, as well as the need to study the peculiarities of compositional structure of polycode texts of image advertising, in particular, correlation of verbal and nonverbal parts of an advertising text involved in the process of influencing an individual to manipulate both the collective behavior and consciousness.Development of globalization processes, availability of Internet and mass media could not but affect the advertising language having transformed it by introducing neologisms which are used in everyday language but not quite familiar to the majority. Newly coined words can be both Russian derivatives and borrowings. The purpose of the research is to study some peculiarities of neologisms usage in polycode texts of image advertising as well as to define a system forming factor in the structure of verbal/nonverbal that influences formation of an advertising objects image in an individual lexicon. The objectives of the study are to consider the notion of image, image advertising and its structural and compositional features along with the analysis of cognitive-psychological influence of images formed by neologisms combined with iconic signs on an individual.The need in reasoned influence on the individual when advertising has led to hybridization of the advertising text which became a complex and integrated textual entity with the integration of verbal and non-verbal elements.The analysis of image advertising language material showed that neologisms when correlating with other verbal and visual/graphic elements develop and/or adapt associative connections and internal images behind the image in an individual lexicon