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The article is devoted to the study of the creative potential of the Russian word-formation system. The aim of the research is to determine the functional and pragmatic significance of the word-forming resources of the Russian language by studying word-building neonominations as expressive signs, which are vivid expressive means in advertising texts. The object of this study is word-building occasionalisms as a reflection of creative word-making activity in the communicative space of advertising. The material of t...