Word-formation neologisms as an element of an advertising message on the Internet (on the example of the Lidl Polska fan page)

The aim of the article is to look at the creative word formation used in advertising messages posted on Facebook. The focus is on neologisms which, thanks to their innovative structure, are a part of a game with an internet user trying to decipher a new lexical unit. In addition to trying to recreate the structure of such structures, it is also important to trace their semantic-pragmatic properties. The material basis are posts published on the fanpage of Lidl stores from 1st July 2020 to 28th February 2021. The presented word-formation innovations rarely serve nomination purposes. Their function is reduced to ludic character, that is, to amuse the viewer with an unconventional form. The analyzed constructions are ephemeral, their main tasks are to evoke short-term emotions, make the purchase more pleasant for consumers and arouse sympathy for the brand. Positive structures constitute a significant part of the analyzed material. The most frequently used word formation procedure is portmanteau; decompositions, adhesions and cuts appear much less frequently. The words from the English language are used relatively often in the above-mentioned language games. The advertising message of Lidl stores on Facebook should be treated comprehensively: not only the main slogans play an important role, but also images and supplementary texts of several sentences.