FUNCTIONAL ASPECT OF COMPOUND NEOLOGISMS (BASED ON MARKETING LEXIS MATERIALS OF THE MODERN GERMAN LANGUAGE)

Abstract

The article is devoted to the study of the functional aspect of the complex nouns of the vocabulary of modern German language marketing, namely the peculiarities of the functioning of the analyzed lexical units. The active functioning of complex nouns-terms in non-specialist literature is connected with the general tendency of the entry of professional languages ​​into the sphere of the literary language existence, which contributes to their convergence and mutual influence. The author defines the concept of the use of the concept of «function», analyzes the actual typologies of classifications of linguistic units in modern linguistics, highlights communicative-informative, text-creating and word-building-nominative functions. Functioning of the analyzed lexical units as a manifestation of their essence is to ensure a communication process between specialists in the field of marketing and information materials of socio-political and economic content. Complex nouns serve as a means of transferring (communicating) special knowledge, namely, specialist knowledge of marketing as an industry of economic science, and are characterized by semantic capacity, conciseness, informativity, the ability to accurately and thoroughly reflect a phenomenon or process. It is the complex marketing nouns that provide the maximum amount of information to be transmitted to a minimum. By performing the text-forming function, complex nouns of the marketing vocabulary provide connectivity (cohesion) and integrity (coherence) of professional texts. The indicator of semantic unity of the text is the recurrence, which enhances the thematic connectivity of the text. Composites can act as a structural means of communication, which helps to strengthen the semantic connectivity of the text. The word-nominative function of neologisms plays a significant role in creating the connectivity of the professional text, providing its deployment, as word-building structures are characterized by the repetition of lexical foundations, the correlation with syntactic constructions, the presence of the internal context.