ERGONYMS FORMATION ON THE BASIS OF CONTAMINATION, HENDIADYS AND LANGUAGE GAME WITH THE INTERNAL FORM OF THE WORD BY GRAPHIC MEANS
The article considers the features of modern ergonyms construction on the basis of contamination, hendiadys and application of language game with the internal form of the word by graphic means. The classification of the structural types of contamination and hendiadys with the examples of word formations is carried out. The author examines the techniques of language game by means of supragraphemics while creating the ergonyms of the city linguistic space and the examples characterizing the information content and laconism of advertising text. The results of the research can be used to deepen the cognition of the language system, to compile dictionaries of Russian ergonyms and to enhance advertising expressiveness.