• Kevin Naufal Syach Universitas Negeri Surabaya
  • Agus Ridwan Universitas Negeri Surabaya


In an advertisement, an understanding of the text or sentences in the advertisement is needed with the aim that the message
to be conveyed by the author is understood by the reader. This advertising itself is in the form of the most persuasive sales
messages so that the advertising language itself must be easily observed and understood by those addressed to potential
buyers. Over time, the language in advertisements has been modified to suit the times, such as borrowing from foreign
languages or new words composed of several words. Neologism is a term of lexicology used in the mid-20th century
which in general, neologism is understood as a lexical unit or unit of meaning formed in the development of language in
speech communities and accepted by language users. The purpose of using neologisms in this advertisement is that new
words are lexical units of expressions used by people and neologisms get from other people to simplify and harmonize.
The purpose of this study is to describe the forms of neologism sentences in BMW advertisements by reviewing the study
of the concept of neologism sentences according to the study of lexical stylistics. The research method used is a qualitative
method with the theory of Drowdowski, Yule, Shchipitsina, Duden and Ridwan. The object under study is in the form of
6 sentences in BMW advertisements, which include neologisms found on the official BMW page account in Germany.
The results showed that the 6 data contained neologism sentences using 3 words combining techniques, 2 words borrowing
techniques in foreign languages, and using 1 word acronyms.