THE MECHANISM OF ASSOCIATIVE MOTIVATION OF STRUCTURAL WORD INNOVATION

Abstract

The article is devoted to the mechanism of associative motivation of word innovations in Ukrainian language world. The author descripted the main features of associative motivation, established as a result of cognitive analysis of innovative onomasiological words. Analyzed the views of Ukrainian and foreign linguists who researched associative motivation. The author emphasized the importance of associative motivation mechanism as a starting word creative innovation. Highlight donor and recipient zone formed during rethinking innovation. It is separated types rethinking structural word formation in associative speaker level where motivation mechanism of association is closely intertwined with metaphor and metonymy.

Keywords

• асоціативна мотивація
• структурно-метафорична мотивація
• дифузно-метафорична мотивація
• гештальтна мотивація
• новотвір
• когнітивний підхід