On compound naming units in the contemporary Russian language (on the basis of advertising material)

Activation of word building processes is characteristic of the end of the 20th century - the beginning of the 21st century, and building of compound naming units is one of them. The compound naming units exhibiting properties of compression and more precise definition meet the requirements of the contemporary socium in nomination of new realities very well, and our material is a confirmation of this. This article represents some observations relating compound naming units in advertisements published in the Russian newspapers of Lithuania of the last decade. In a number of compound naming units, nouns with neutral meaning are considered under the structural semantic and functional pragmatic aspect. Compound naming units are defined by a special pragmatic appeal of advertisements of which, an optimum-scale information transfer is one of the most critical functionsVytauto Didžiojo universitetasŠvietimo akademij