Greeting

1. Greeting

My name is Olga Derevyanko. I am a
pupil of the 10th form, school № 108. I
would like to present you my
investigation about one of the ways of
word-building like blending. I am going
to pay your attention to this process in
sphere of modern advertising. So the
topic of my work is “ Popularity of
blending as a way of word-formation in

2.

• Insufficient degree of studying the popularity and general
role of blending in advertising cause the necessity to
investigate this process of word-building in language of
advertising and ascertain its functions.
• The aim of the study is to define and formulate the
functions of blends; to analyse and determine the degree
of using blending in modern advertising. The tasks of our
work were:
1) to study the theory of word-formation process (like
blending) to identify the
• essence of this process as independent way of wordbuilding;
2) to ascertain the place of blending in modern
advertising;
3) to analyse and determine functions of blends in
advertisement;
4) to reveal the frequency of its use in modern
advertising.

3. Блендинг и его примеры

• Let’s have a look at the 1st our task: to
study the theory of word-formation
process like blending.
Studying the material we have found
that blending is a special type of
compounding by means of merging parts of
words into one new word, where one has
been shortened. The shortening can be by
simple omission of a part of a word or it
can be a result of overlapping sounds or
letters.

4. Виды блендов

• We also can say that there are different types of blends such
as:
1). Blends with overlapping (two words share a common
middle)
Cartune “musical cartoon”= cartoon+tune;
filmania = film+mania ;
2). Blends with clipping :
• whole word plus part of second fanzine = fan+magazine;
• part of 1st word plus whole of second Amway = American+way;
• first bit of first word, last bit of second brunch =
breakfast+lunch;
• both first bits Fedex = Federal+Express;
• others podcast = ipod+broadcast.
3). Blends with clipping at boundaries Oxbridge =
Oxford+Cambridge;
4). Blends with clipping and overlapping lipfinity =
lipstick+infinity.
To sum up, we can say that blending has its own features
that makes it an independent way of word-building.

5. Примеры наружной рекламы

• Our the second task was to ascertain the place of blending
in modern advertising domain.
In our days advertising takes a huge part of our everyday life. We can see it everywhere, anytime and even don’t
pay an attention to what the unusual words or slogans
mean.
Have you ever thought about the meaning of such
words like Adidas, Lenovo, MicroSoft, webinar,
Maxfactor? All of them are examples of blending. We can
find them anywhere: in magazines, catalogues, on television
or in internet, going shopping or even in our bathrooms like
brands of different goods, etc.
We have noticed that this way of word-formation is
rather pupolar in modern advertisement. So, the other
questions we asked ourselves were: why are blends so
useful for the advertisement? And what functions do they
have?

6. Диалог, схема воздействия

• Recently I have started to watch detective series
“Elementary” about Sherlock Holms and Dr.
Watson. And in one of the episodes I have heard
the dialogue between main characters. Sherlock
said: Language is evolving Watson becoming a more
effective version of itself. I love text shorthand.
It's a way you to convey content and tone without
losing velocity. That is it! The same we can say
about blending: in our time of business activity and
chronic lack of time it’s important to attract an
attention, to arouse an interest, to cause a desire
and prompt the action. And do it in a very short
period of time. That’s why blending can be used in
modern advertising.

7. Функции блендинга в рекламе

According to this we can determine the functions of blends in
advertisement – the next our task:
1). the function of compression – laconicism of the statement
acrobat = acrobatics+robot (toy);
2). the function of stimulation or motivation – unusual
advertisement attracts the potential client`s attention at the
particular product cashmiracle = cashmere+miracle;
3). the function of game – there is a certain tone, word-game or
“lexical teases” and emotional color: humor, irony, even sometimes it
can be sarcasm in some cases) fabricadabra – brend of underwear;
hairobics – goods for hair care;
4). intellectual function – it involves a process of decryption. Reader
tries to determine the parts of the new words yougushake =
youghurt+milkshake (coctail), camcorder = camera+recorder;
5). and finally psychological function – agree that everyone will
remember unusual slogan or brand longer than ordinary Count
Chocula = chocolate+Dracula (brand of flakes), chambull =
champagne+Red Bull (drink).

8. График 1

• The next step of our investigation was to
reveal the degree of its use in modern
advertising. We took different examples
of advertisement from different
resources: publishing, internet-recourses,
television material, etc. and analyzed them.
• We came to the conclusion that among the
other stylistic devices such as epithets,
metaphors and others, blending take the
same place as lexical repetitions. You can
see the results in this figure.

9.

10. График 2

• The next figure shows the popularity of
stylistic devices and expressive means
of language in advertising. Emotionally
colored vocabulary takes the highest
position of the popularity (43%), 35 %
are the terms and the names of
organizations and the last 22% are
comparisons and stylistic devices.

11. График 3

• We were studying blending as one of
the ways in word-building so it’s
definitely need to definite the degree
of its popularity among the other ways
of word-forming in advertising.
So, we can say that blending takes
the third position. The most popular is
composition and the method of
compounding.as

12. Полученные результаты

• We can say that English language in general
and the language of advertising in particular is
constantly changing. New words are created in
many different ways. Blending, as one of them,
is rather popular and is used in modern
advertisements. The major part of blends has
such model as: blend = word-donor+component
of the other word. The popularity of blending is
growing in every-day English as well as in
modern advertising. In our work we at first
determine the functions of blending in
advertising and the degree of its popularity. It
must be interesting to do further investigation
of comparison of blending with other way of
word-building in definite domain.

13.

• Thank you for your
attention! Now I’m
ready to answer your
questions.