Linguistic Modalities of Underlining the Name of the Commercial AD Object

The name of the commercial ad object is not emphasized only by visual means, but also through a series of linguistic means, which will be detailed in this article. When the name is a word already existing in the language (rumor, orchid, thought, arena, start, etc.) this word is, usually, used in the commercial ad’s text; neologisms are also integrated in the texts of commercials, sometimes even doubled by their translation into the Romanian language. Starting from some names, derivate words are created (depeºar, vamaiot), composed words (cârco-cash, Tina-Promotions, etc.), or box-words (Bricoanniversy, Knorriginal, etc.). Another modality of underlining the name is to use it, as replacement in consecrated lexical structures (ex.: Kinder dulce mult aduce! – Kinder sweet brings a lot).