DEVELOPING LINGUISTIC CREATIVITY: IDEATION TECHNIQUES
The article is devoted to the problem of linguistic creativity development. One of the most difficult tasks that require a creative approach is the formation of creative texts, including naming, which involves the creation of a unique title, or heading based on the use ofwordplay. The ability to apply Ideation techniques can contribute to the solution of creative tasks. We considered over one hundred existing techniques selected by using the continuous sampling method, with different purposes and degrees of complexity. We identified and described the set of eight techniques appropriate for individual usage, that can be adapted and applied for the problems of composing a creative text. The identified techniques were tested on the naming-task aimed at the creation of a title in Russian and English containing a wordplay for a book devoted to the study of the wordplay as a linguistic phenomenon and the problems of its translation. It was revealed that the complex use of techniques helps to improve the quantity and quality of ideas, helps to avoid impasses and save time. 35 variants of names were formed (18 Russian, 15 English, as well as 2 names combining the language units of two languages). The most productive techniques were Morphological Matrix, SCAMPER, and Metaphors which have a higher level of structural complexity and require more resources and time to apply. It was revealed that the use of techniques contributes to a significant increase in linguistic creativity. The materials of the article are ofpractical value both for teachers of philological subjects to develop linguistic creativity among students at the stage of higher education, as well as for practicing writers, journalists, copywriters, and translators to solve the professional problems.