Abstract:
The aim of the research is to investigate digital and letter substitutes in advertisements and internet chat rooms from discourse and functional perspectives. Based on the aim of the research such objectives are pursued: • to search the origin of advertising and chat room messages in the Internet as a new form of communication; • to characterize linguistic properties of digital and letter substitutes used in the Internet discourse as a linguistic phenomenon; • to describe semantic, structural and word-forming means of digital and letter substitutes; • to make up a classification of digital and letter substitutes in advertisements and internet chat rooms; • to provide examples of digital and letter substitutes according to the given classification.
