The purpose of the article is to determine the causes for high productivity of one-word neologisms, such as lichka (= lichnoe soobshchenie ? personal message?), pobochka (= pobochnyj effect ?side effect?), bezlimitka (= bezlimitnaya karta proyezda ?unlimited travel card?) as well as the determination of the group of addressees on which one-word names are oriented. The article i based on observations of modern conversational speech and Internet texts. The study showes that the reasons for the productivity of one-word neologisms can be explained, on the one hand, by the communicants’ intention of speech economy, and on the other - by the orientation of message senders on the high awareness of their recipients.
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