EN
The aim of the present article is to demonstrate, using specific examples, the reality of linguistic communication in the context of one of the problems of contemporary German word formation, namely linguistic hybrids, in a small German town of Greifswald in Mecklenburg-Vorpommern. The conclusions made on the basis of empirical research concern a specific kind of communication, namely communication between an entrepreneur or offerer and a potential client who receives the communicated content. The empirical material which was obtained via the empirical research method called “Linguistic Landscape” attests to the popularity of word forming hybrids in the German language, i.e. constructions consisting of both native and foreign components. Many word forming hybrids are short-term phenomena in a linguistic system and tend to be dropped quickly. Nevertheless, the number and variety of native-foreign combinations indicate a general trend in the contemporary German language, which not only readily borrows foreign lexemes or word forming morphemes – predominantly from the English language – but also tends to combine them with native words. Hence, word forming hybrids constitute a problem which merits attention and thorough linguistic analysis.