TY - JOUR N2 - The article contains an analysis of the word formation of proper names which are used in the texts of advertisements. The analyzed examples are drawn from the texts of advertisements found on television, radio, press, the Internet etc. which were produced at the end of 20th century and the beginning of 21st century. The article analyses two categories of these proper names: word formations which are used in contemporary Polish language (f.e. Robuś, Marysia, Stefcia, Kasia, Jasio, Krzyś, Rozalka, Basia, Bartuś, Sabinka, Julka, Karinka, Tomek, Adaś, Goździkowa) and neologisms f.e. Zapobiegalska, Zarażalski, Kichalska, Krzywonogi, Przyklapiusz, Musztarderowie, TurboDymoMan, SuperEs, Zozolka, Łazienkowo). The analysis conducted in the article proves that both types of proper names, which are word formation derivatives, appear relatively often in the texts of advertisements. This is the case since they are easy to form (advertisements take the majority of them from usage) and can perform many functions, which advertisements willingly use for their own needs. Proper names that are word formation derivatives and just proper names serve mainly as an assessment as they connote the values appreciated both culturally and socially and the values attributed to proper names are carried on the advertised products. Proper names which are derivatives create a desired picture of advertised products more expressively than other proper names, thanks to their clear word formation structure. Moreover, they expose their commercial assets so they fully use and at the same time cocreate the system of values of consumption culture. L1 - http://czasopisma.pan.pl/Content/111866/PDF-MASTER/12%20Rogowska.pdf L2 - http://czasopisma.pan.pl/Content/111866 PY - 2018 EP - 258 KW - proper names KW - word formations KW - advertisement A1 - Rogowska-Cybulska, Ewa PB - Komitet Językoznawstwa PAN PB - Instytut Języka Polskiego PAN VL - No 62 DA - 2019.03.19 T1 - Goździkowa przypomina… Concerning the Word Formation of Proper Names in the Texts of Advertisements SP - 243 UR - http://czasopisma.pan.pl/dlibra/publication/edition/111866 T2 - Onomastica ER -