Res Humanitariae

The paper focuses on the concept ‘new’ and the reasons of its great influence on modern advertising discourse. This concept is of special significance for the production of modern advertising texts. Most of the goods, which are advertised in the magazine ‘Cosmopolitan’, are positioned as new, recently launched, non-existent before.A good may be advertised in two ways: as reliable, durable and as new. The first method is rarely used, while the second is becoming more dominant – the word ‘new’ does not only appear on new goods, but it is also observable on the goods that have been already existing in the market for a long period of time.A considerable frequency of words meaning ‘new’ indicates that the concept ‘new’ is very important for modern society. Despite the ‘newness words’ (новый, новинка, новшество, инновация), there is a group of lexemes, united by the newness semantics, in advertising texts: these are words that acquire such meaning only in the context.