With the transition of our country to market relations, first of all, the economic vocabulary is actively replenished by borrowing. In our opinion, within this thematic group, it makes sense to talk about a special subgroup of language tools that serve the field of advertising.
The fact that the formation of the advertising vocabulary system is a living, unfinished process is beyond doubt. Until recently, advertising itself in our country was an alien phenomenon. The lack of experience in this area explains our Russian dependence on Western countries that have taken a long step forward, which is manifested primarily in the focus mainly on English (American) advertising terminology.
What kind of services you can't read about in advertisements today: tracking ads, making light posters and pillars, producing advertising spots, and even selling business organizers made of genuine leather. The authors of such ads do not mind that the addressees of advertising may have a wrong idea about the services offered: in the latter case, it is quite natural to associate the proposed product with an animated face, since unlike many other "overseas" words, the lexeme organizer is perfectly familiar to us and means "someone who organizes something" (S. I. Burns. Dictionary of the Russian language). Perhaps this is one of the few examples when, in our opinion, in order to eliminate semantic ambiguity, it is worth preferring the not yet well-established foreign word organizer to the Russian version.
Lexical and semantic gaps are sometimes eliminated very ingeniously. On the page of the newspaper we find: "... all work with a specific customer is carried out by one specialist. He is called an account executive or contactor,
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a brand manager." The absence of a word in Russian that denotes a position that has appeared in the business world mobilizes various nominative methods: using a compound name (responsible project performer), using a terminological combination in the source language (account executive), semantic transfer (contactor), word composition (brand manager).
It is customary to talk about different stages of adaptation of foreign words:
1) using the word as a foreign language interspersion; 2) partial assimilation of grammatical properties by the lexeme and acquisition of a stable lexical meaning; 3) full entry into the lexical system of the language.
The vast majority of the analyzed lexemes are at the first and second stages of mastering the Russian language. Drawing a clear line between the two stages of word adaptation is sometimes difficult: the original spelling of foreign advertising terms is accompanied by attempts to fix mainly the transcriptional method. Moreover, these attempts lack uniformity, which creates spelling problems: public relations - public relations, public relations, public relations, public relations; sales - sales, sales; ready-made-ready-made, readymade.
As the analysis of advertising texts shows, the process of penetration of foreign advertising vocabulary into the Russian language system is carried out in various ways:
1) interpretation of the entered word according to the type of dictionary entry: "The concept of public interest is known in Russia under the name "social advertising";
2) "immersion" of the original writing in the Russian context:
"A competition is being held for the position of mediabuyer in outdoor advertising";
3) using a system of parentheses and quotation marks: "The concept of" good pitch " is becoming increasingly important; marketing communications are organized, which include advertising in the media, organizing public opinion (public relations), distributing information about measures that promote sales (sales promotion), and direct sales (direct marketing)".
A higher degree of penetration into the lexical and semantic system of the Russian language is manifested in cases where the borrowed lexeme exhibits grammatical properties of the Russian language:
- formation of the plural form: price lists, billboards, light posters, light boxes',
- ability to form related words: bayer-buying, buying activity; consulting - consulting firm;
image - image advertising;
- case change: making original layouts. Analysis of the functioning of advertising vocabulary allows us to state that the absolute majority of lexemes of this type have the following characteristics:
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terminological essence: they function mainly in advertising texts and in the speech of advertising specialists. Time will tell to what extent certain advertising terms will be in demand in the Russian language.
Apparently, only a few of them are destined to be assimilated by a wide range of native speakers, without which it is impossible to penetrate the language system, because "in order for the word to really exist in the language, the use of the word must be public. The true existence of the word is in the sounding speech" (Smirnitsky A. I. The meaning of the word // Questions of linguistics. 1955. N 2).
Volgograd
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