Advertising and anglicisms: wоrd-formation aspect (based on the material of the modern German language)

The article shows that advertising uses foreign words, especially English, to effectively influence the target audience. Products and services advertised by means of Anglicisms evoke positive emotions in recipients and form values such as prestige, individuality, success, etc. English words are able to combine with German native elements, creating original hybrid names. Anglicisms in the advertising language have a high word-formation activity and stylistic potential.