Borrowed words in the regional press using the example of the city newspaper “Chapaevsky Rabochiy”.
The great Russian teacher K. D. Ushinsky: “Language is the most living, most abundant and lasting connection, connecting the obsolete, living and future generations of the people into one great, historical living whole...”
And first we need to define what borrowing is. “This is the transition” of elements of one language to another as a result of the interaction of languages or the elements themselves transferred from one language to another. Borrowing can be oral (reproduces the general phonetic appearance of a word) or written, bookish (when a word is transliterated). Why is this happening?
The system of any language gradually changes, despite the presence of norms supported by school, print, radio, television and other media, as well as traditions.
Changes in language occur constantly. But they are not always noticeable during the life of one generation.
The most stable is the syntactic structure of a language; the most changeable is its lexical composition. It is vocabulary that responds especially quickly to everything new that appears in social life, science, technology, art, and everyday life. This can occur even over a short period of time, sometimes within one or two decades. For example, relatively recently words such as cosmodrome, cosmonaut, nuclear-powered ship TV, VCR, coffee grinder, design, manager (specialist on issues of organizing management in production) instrument maker, hobby(favorite leisure activity) jeans, denim, jersey, sneakers, cracker(cracker), blunder(mistake; in colloquial speech).
The language of modern media is most likely a mixture of different lexical groups. On the one hand, it uses that vocabulary wealth (to a certain extent, of course, which has accumulated as a result of the development of the Russian language). On the other hand, professionalisms, jargons, and dialectisms are often used, i.e. extraliterary vocabulary.
Although it can be argued that the main part of the vocabulary consists of native Russian words (Common Slavic, East Slavic, Russian proper).
Such common Slavic words as mother, father, earth, water, man, head, sun, remained in the modern Russian language from the period of common life of the Slavs. They are widely used in newspaper language. Rare feature material, reports do without these words.
As an example, let’s look at a selection of letters under the traditional title for the city newspaper “Chapaevsky Rabochiy”: “They write to us, they answer us.” The materials in this collection are distinguished by the fact that the language of their presentation preserves folk speech. This is the language of letters from newspaper readers.
In the note “A lesson in selfless life” we are talking about a deceased teacher who left a good mark in the lives of many people; many original Russian words are used, for example, the following: sun, earth, evil, cruelty, envy, teacher, good, spring, man.
But various kinds of contacts developed between peoples: economic, diplomatic, scientific, cultural, there were military-political ties... And all this would have been simply impossible without the mutual penetration of words from one language into another. From this, one might say, the vocabulary was replenished with new words, new terminology, and therefore enriched.
Into the Russian language, which according to A.S. Pushkin, is “re-intimate and communal in its relations to foreign languages”, included words from a variety of languages: related Slavic, classical (Greek and Latin), Western European, Turkic, Scandinavian and others.
Sources of borrowing varied. Old Church Slavonic, for example, was enriched by the fact that this was the language into which church and religious books were translated from Greek in the 9th century. Old Church Slavonic words are characterized by incomplete vowel combinations, which are parallel to Russian full vowels: gate - gate, voice - voice, breg - shore, milk - milk.
In No. 51 dated April 2, 2002, in the material “Is there a way out of the deadlock,” I find borrowings of this kind: grad – city.
The suffixes of the current participles are Old Slavonic in origin - ushch, -yushch, -asch, -box. For example, in the materials “Is there a way out of the deadlock” we see:
acting yushch Yep,
managing yushch and I,
and in the note “A lesson on selfless life” the following participles are used:
decorating yushch and I,
heavier ysh Yep,
far away ysh her
or such nouns that have the suffix - tel:
teach tel ,
live tel ,
And of course, in the newspaper I see the use of such borrowings in materials that have become firmly established in our lives. They denote vitally necessary concepts and are no different in use from native Russian words. For example, in No. 75 of the newspaper dated May 15, among others, there are the following borrowed words: antenna, dismantling, installation… Words " dismantling», « installation“are professionalisms, but they are mastered phonetically and morphologically: the final voiced consonants [mantash], [dimantash] are deafened; consonants before the letter e are pronounced softly ( student), are declined according to the laws of the Russian language.
There are borrowings in the newspaper that occur quite often: coat, coffee, thermos, poet, jury. They are widely used in materials of any newspaper genre, but retain features alien to the Russian language:
« jury» does not decline, the peculiarities of writing are preserved.
By grammatical nature, nouns and adjectives are most often borrowed, very rarely numerals and verbs, interjections and conjunctions. In addition to whole real words, their individual elements are often borrowed - morphemes(elevator- er- morpheme French.). A special type of borrowing is lexical tracing papers, that is, words or figures of speech modeled after someone else’s words or expressions by accurately translating their parts into corresponding words or morphemes. A word, becoming a unit of vocabulary of the Russian language, begins to obey the rules and laws of this language. Thus, words that came into the Russian language begin to be inflected and conjugated...
A word made up of translations of parts of a foreign word is called word-formation ( actually lexical ) tracing paper ( peninsula - with it. be-stehen). The meaning of someone else's word can be copied, this is - semantic tracing paper ( picture - picture and film, the second meaning is copied from English. language). Finally, foreign language expressions and stable phrases can be translated word by word - phraseological tracing paper ( circulus vitiosus - vicious circle). The former foreignness of the word reveals itself as characteristic features common to all borrowings:
1. Initial. A - scarlet, applicant, nonsense .
2. The presence of the letter F in the word - waffles, feint, reef.
3. Combinations GE, KE, XE in the root ( genius, sneakers, mohair).
4. Gaping, that is, the proximity of two or more vowels at the root of a word ( out, peony, saxaul).
5. Combination of GZ, KG, KD, KZ; BYU, VYU, MJ, PU, KY ( zigzag, warehouse, exam, joke; bureau, engraving, ditch, communiqué, puree).
6. Double consonant in the root ( group, mass)
7. Inflexibility of words ( lotto, coat, mini).
All of the above-mentioned signs of borrowing can be traced by leafing through the file of “Chapaevsky Worker” and reading materials presented in different newspaper genres.
Of course, a significant part of the borrowed words correspond to the meanings of Russian words:
import - import,
incident - incident
guide - conductor and translator…
But for some reason, journalists and numerous newspaper authors (especially representatives of various professions) most often use foreign words. Moreover, the higher the educational level of readers, the more often foreign words are used in their vocabulary. Often foreign words represent terms of various branches of knowledge. In “Chapaevsky Worker” such a picture can be observed when reading the publications of the thematic medical page “On Guard of Health”.
Apparently, both journalists and specialists from various fields who write for the newspaper should more often turn to dictionaries of foreign words to find the corresponding Russian words. Instead of fix - notice, vary - look for ways, dominate - prevail. Probably, for readers of the newspaper, especially with an average and low educational level, much would become clearer and their dissatisfaction with the fact that foreign words are often used in the newspaper would cease.
Unfortunately, sometimes authors, when using foreign words, think little about their meaning and spelling. In “Chapaevsky Worker” I did not notice such an unjustified use of foreign words, for example, this: first debut(trial performance on stage) old veteran(old, experienced warrior). But the phrase “ memorable souvenirs"met. But “ souvenir" is a keepsake.
Both in the newspaper and especially in numerous advertisements, I have repeatedly come across the phrase “ price list" Meanwhile " price-list» - directory of prices for goods. That is, in the phrases I have named, words of identical meaning are actually repeated.
It should be said that foreign language borrowings, as well as the emergence of new words, occur because:
1) it is necessary to give a name to a new concept or a new subject - marketing ;
2) some concepts were previously in the life of society, but they were not spoken about out loud due to censorship considerations:
racket, mafia, refusenik;
Previously, censors simply deleted them from newspaper publications.
3) a borrowed word is simply more convenient to use:
image- the image of oneself that a journalist creates for a politician, actor, athlete, etc.
Foreign words have different effects on the vocabulary of the Russian language. Based on borrowed words and their parts, new ones or derivatives of borrowed ones are created.
Here, for example, is the French word " prestige" (prestige) - someone’s influence recognized by others, an advantage associated with the official, public, social position occupied by a given person.
From it the adjective was formed prestigious - having high authority.
Some parts of words begin to function with different Russian words. For example, different prefixes:
"geo... (Greek ge- Earth) - the first part of complex words denoting the sciences of the Earth - ( geodesy, geography, geology…).
1. cancellation, removal, elimination, termination of something or reverse action; For example, demobilize.
2. Downward movement, decrease; For example, degrade, devaluation.
Sur (late 20th century, - from French. surrealism- lit. superrealism, surrealism - see surrealism...) Something incredible, unreal, happening contrary to logic, absurd.
"Anti... (Greek anti - counter-) - the first part of complex words with the meaning of opposite, contradiction, hostility to what is expressed in the second part of the word - anti-bourgeois, unsanitary.
Words borrowed long ago prime minister, speaker, electorate, oligarch x, but they have become widespread in the media, especially in the city newspaper “Chapaevsky Rabochiy”, in recent years, although they have not become the official nomenclature names of Russian officials.
Words " federal», « regional" replaced such as " allied», « local».
The city newspaper “Chapaevsky Rabochiy” has a wide readership, the age of which ranges from youth to the elderly. Readers have different educational and cultural levels. Therefore, apparently, the newspaper presents different styles of speech: colloquial, vernacular, folk, literary. It is not surprising that the newspaper tends to use a significant number of foreign words, many of which have become so familiar over time that the people reading them do not even think about it.
Soviet Encyclopedic Dictionary M. “Soviet Encyclopedia” 1988
No. 51 dated April 2, 2002
No. 60 of April 17, 2002 “Guardian of Great Years”
No. 58 of April 12, 2002
No. 57 of April 10, 2002
UDC 81 "373.45
ENGLISH BORROWINGS IN MODERN RUSSIAN MEDIA TEXTS
Savina Tatyana Tikhonovna 1, Nasyrov Konstantin Vasilievich 2
1 Moscow State Technical University named after N.E. Bauman, Associate Professor, Faculty of Linguistics
2 Moscow State Technical University named after N.E. Bauman, student
annotation
The process of borrowing words from the English language by Russian media is investigated. The opinions of famous linguists are given. The role and composition of borrowed words in modern media texts is studied. The data analysis method is described. A new classification of borrowings is proposed. A conclusion about the study is given.
ENGLISH BORROWINGS IN THE MODERN RUSSIAN MEDIA
Savina Tatiana Tikhonovna 1, Nasyrov Konstantin Vasilievich 2
1 Bauman Moscow State Technical University, associate professor of the Linguistics Department
2 Bauman Moscow State Technical University, student
Abstract
The article deals with the process of borrowing words from the English language by Russian mass media and used on the Internet, in newspapers and magazines. The viewpoints of well-known linguists are given. New ideas for classifying loan words are proposed. In the conclusion the role and importance of translating some borrowed words into Russian is underlined.
Introduction
The influence of the media on the development of language is undeniably significant. The media, reflecting everyday reality, often use new word formations that remain in the language. Recently, not only the emergence of new borrowings has been increasing, but also the use of old ones. Opponents of foreign language vocabulary often accuse the media of the fact that thanks to newspapers, television, and Internet sources, people get used to using foreign words, forgetting about Russian-language equivalents. Moreover, the unreasonable use of borrowings can create difficulties in the perception of the material by recipients who have not studied foreign languages.
Objectives of the study– identify English borrowings in modern texts of Russian media and study their role, propose a new classification of Anglicisms.
Relevance This work is related to the fact that the Russian media space is open to outside influence and this affects not only the state of the language, but also the culture.
A large number of both domestic and foreign linguists are working on the problem of borrowing English vocabulary. In the modern world, English is an analogue of Latin and is the main instrument of international communication. The number of mass media texts written in English significantly exceeds the number of texts in other languages.
By borrowing we will understand the following: “Borrowing is an element of a foreign language (word, morpheme, syntactic construction, etc.), transferred from one language to another as a result of linguistic contacts. ”
T.G. Dobrosklonskaya notes that “it would be incorrect to say that all these English-language borrowings entered the Russian language precisely through mass media texts. However, one should not belittle the role of media texts in the formation and course of linguistic processes, because in the conditions of the information society, cultural and linguistic influence is most actively carried out precisely through the channels of mass communication.”
At the end of the twentieth century, British linguist Robert Phillipson formulated the concept of “Linguistic Imperialism”. The term “linguistic imperialism” describes the situation of the existence of a linguistic hierarchy, where English occupies a leading position. Unlike another British researcher David Crystal, Phillipson believes that the spread of the English language is purposeful in displacing other languages and expanding the sphere of influence of the United States and Great Britain. The researcher sees this not as strictly linguistic, but as socio-economic reasons.
The concept of “Linguistic Imperialism” describes only one of the components of the concept of cultural imperialism. The term cultural imperialism was first used in the 19th century. to describe the colonial policies of the British Empire. Currently, the concept has acquired a broader meaning and describes the mechanisms for the spread of cultural values of one country on the territory of another under the influence of political and economic factors. Nevertheless, this term most often refers to the expansion of American culture. Expansion means not only the spread of music, cinema, youth culture, computer and mobile applications, but also the impact on science and education. One of the famous researchers of this phenomenon is Herbert Schiller. In his works he criticizes the working methods of the American mass media.
The concept of media imperialism logically follows the concept of cultural imperialism - that is, cultural expansion is impossible without the use of mass media. Term media imperialism first introduced by British scientist Oliver Boyd-Barrett in the 1970s. The concept of media imperialism is used in English-language studies to describe the processes of loss of identity of small nations under the influence of the mass media of more economically powerful countries. Sometimes the term describes the situation of control of all media by one company within the state. The expansion of the sphere of influence of English-language mass culture in the global media space and the decreasing importance of national media also leads to the borrowing of a large number of English words.
However, not all linguists see the linguistic picture within our country so bleak. For example, L.P. Krysin believes that “our language does not suffer much from “futures”: grammar is its backbone, its flesh remains” and “foreign words sometimes very accurately express the essence of the subject.” In his opinion, the use of Anglicisms should be regulated not by administrative measures, but by promoting the culture of the language (Komsomolskaya Pravda. 02/19/1998).
Analysis methodology
More than 500 articles were analyzed in the newspapers “Moskovsky Komsomolets” (“mk.ru”), “Arguments and Facts” (“aif.ru”), etc., as well as on the Internet sites “Lenta.ru”, “rbc. ru" etc. and 85 English borrowings were identified. Data collection was carried out using random sampling.
Based on our research, we have proposed, in our opinion, a classification that is more suitable for our purposes:
1. Borrowing time– this classification point was introduced in order to clarify the period of the most intensive borrowing of words. Almost half of the borrowings occurred at the end of the 20th century, which can be explained by the collapse of the USSR and the fashion for Western culture.
Diagram 1. Borrowing time
2. Scope of use– this classification item was introduced to determine the area of use of borrowed words. It should be noted that a large number of words are associated with the Internet space. This is explained by the development of Internet technologies throughout the world and the spread of broadband access in our country.
Diagram 2. Scope of use
3. Reason for borrowing– the purpose of this classification paragraph is to clarify the reasons for borrowing. Almost half of the words identified during the study have a Russian equivalent. This can be explained not only by the desire to denote a concept not by a phrase, but by one word, but also by the influence of fashion. The unusual nature of new borrowings can give the text greater expressiveness, and will also diversify the synonymic range.
Diagram 3. Reason for borrowing
4. Nature of borrowing– this paragraph was introduced to simplify the classification of the nature of borrowed material. The small number of cripples can be explained by the fact that it is difficult to determine whether a word or phrase has been subject to foreign language influence or is the result of natural processes occurring in the native language.
Diagram 4. Character of borrowing
Below are examples of analysis of some borrowings:
“Selfie(English “selfie” from “self” - oneself, oneself) - creating a self-portrait using a camera.”
“In Italy there are amateurs selfie They broke the statue of Hercules."(“Lenta.ru” 05/05/2015)
“Actor Dwayne Johnson set a world record for selfie». (“Lenta.ru” 05/23/2015)
“The smartphone self-portrait or ‘ selfie‘ has established itself a form of self-expression. Is it a harmless fad or a dangerous sign of western society’s growing narcissism?” (“The Guardian” 07/14/2013)
3. The reason for borrowing is the desire to denote the concept not with a phrase, but with one word: Capturing oneself in a photo - Selfie; fashion influence;
“Blog(English blog, from web log - online event log, online diary, online diary) - a website whose main content is regularly added entries containing text, images or multimedia.”
"When I wrote about this in my blog on Virgin.com, one of the readers, Peter Woodland, left this comment ... ".(“Nezavisimaya Gazeta” 05/15/2015)
“Kid bloggers: How old should your child be to start writing a blog?». (“The Times” 11/08/2012)
1. The time of borrowing is the beginning of the 21st century;
2. Scope of use – a commonly used word;
4. The nature of borrowing is direct borrowing.
“Vaping(English vaping, from English vaporizing “evaporation”) - replacing smoking tobacco products with smoking electronic cigarettes.”
“In general, most scientists agree on one thing: vaping is many times less harmful than smoking, but it still cannot be called absolutely safe.”(“style.rbc.ru” 02/17/2016)
"Daily vaping best for trying to quit smoking." (“The Times” 04/21/2015)
Let's analyze this word according to our proposed classification:
1. Borrowing time – 10 years. XXI century;
2. Scope of use – a commonly used word;
3. The reason for borrowing is the desire to denote the concept not with a phrase, but with one word: smoking electronic cigarettes - vaping; fashion influence;
4. The nature of borrowing is direct borrowing.
“Downshifting(English: Downshifting - switching a car to a lower gear) is a social phenomenon of refusing to strive for generally accepted and promoted goals, such as career growth or increasing material income.”
“Now it has become very fashionable to use the term “ecotourism”, when a person is pulled out of offices and forced to work in a stable. Sort of downshifting». (“vesti.ru” 05/07/2015)
« Downshifting is another term for a selfish lifestyle." (“The Times” 04/17/2003)
1. Borrowing time – 10 years. XXI century;
2. Scope of use – a commonly used word;
3. The reason for borrowing is the need to name a new phenomenon;
4. The nature of borrowing is direct borrowing.
”Friend(from the English friend “friend”) - include someone’s account in the list of favorite contacts on an Internet resource.”
“In the USA, teachers began to be banned” friend“students on social networks.”(“RBC” 08/03/2011)
“...the SUP first refused, then studied the technical feasibility for two weeks, then agreed and expanded the possibility friend for me personally,” wrote Navalny.”(“Lenta .ru” 03/25/2011)
1. Borrowing time – 10 years. XXI century;
2. Scope of use – a commonly used word;
4. The nature of borrowing is direct borrowing.
“Feedback (English feedback – “feedback”) - in a broad sense means feedback, response, response to any action or event.”
“We would like that with the help of our resource they can receive feedback from the people who are affected by the decisions they make.”(“Lenta.ru” November 23, 2011)
"Ukip will receive real-time feedback from polling stations today thanks to a new software system that party insiders have described as ground-breaking." (“The Times” November 20, 2014)
2. Scope of use – a commonly used word;
3. The reason for borrowing is the desire to denote a concept not with a phrase, but with one word: Feedback - Feedback;
4. The nature of borrowing is direct borrowing.
“Concealer(English conceal - “to mask, hide, cover”, concealer) - concealer, corrector. The concealer effectively masks (but does not eliminate) minor imperfections on the face, redness, age spots, circles under the eyes, pimples, and expression wrinkles.”
« Concealers for the eye area, use with reflective particles to soften dark circles and uneven skin.". (“Moskovsky Komsomolets” 09/04/2014)
“It seems this “no make-up” as a fashion statement isn’t going away any time soon. I’ve been walking around fashionably unmade-up lately and it has been less difficult than I’d imagined to live without a BB cream. But even supermodels can’t do without concealer» . (“The Times” 03/28/2015)
1. The time of borrowing is the beginning of the 21st century;
2. Area of use – a special word, the beauty industry;
3. The reason for borrowing is the need to name a new phenomenon; fashion influence;
4. The nature of borrowing is direct borrowing.
“Flashmob or flash mob(from the English flash mob - flash - flash; moment, instant; mob - crowd;) is a mass action in which a group of people gathers in a public place, performs pre-planned actions and then disperses.”
“A flash mob is planned at noon, during which motorists will press their horns.” (“Lenta.ru” 04/30/2015)
« Flash mob performances of scenes from Ulysses and a large-scale musical rendition of James Joyce’s poems are some of the events planned for next year’s Bloomsday, the annual June 16 celebration of the author’s best known book". (“The Times” 06/05/2011)
1. The time of borrowing is the beginning of the 21st century;
2. Scope of use – a commonly used word;
3. The reason for borrowing is the need to name a new phenomenon; fashion influence;
4. The nature of borrowing is direct borrowing.
Analysis results
Based on a study conducted on the process of borrowing words from the English language by Russian media, we made the following conclusions: that Anglicisms are indeed often found in the texts of Russian mass media and that there are both justified and unjustified English borrowings. Approximately half of the identified words have a Russian equivalent and can be replaced without loss of meaning. We believe that the reason for the use of Anglicisms can be attributed to the dominant role of the English language in the world and the inevitable increase in the number of people using this language in Russia in one way or another. Moreover, the English word is perceived as more fashionable and status-conscious. Of course, the media can be accused of popularizing Anglicisms, but nevertheless we believe that globalization inevitably leads to linguistic interaction, and we do not share the views of purists. It should be noted that in the modern world, not a single country can do without borrowed words, and in all languages the share of international terms of science and culture is growing.
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Gasparyan Bogdan
The work examines the latest borrowings into the Russian language from the English language. Specific examples from the newspaper are given.
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Municipal budgetary educational institution secondary school in the village of Bichevaya, municipal district named after Lazo, Khabarovsk Territory
Research work on Russian language
Borrowed vocabulary in the language of the media (using the example of TOZ)
Completed:
Gasparyan Bogdan Alexandrovich
Head of work:
English teacher
Gasparyan Elena Vladimirovna
2015
- Relevance of the project..……………………………………………………3
- Goal and objectives of the project……………………………………………………..3
- Analysis of the use of foreign language borrowings in media texts……4
- Conclusion................................................. ............................................ 8
- List of used literature................................................................... .........9
1. Relevance of the project
Today, the media reflect all socio-economic processes occurring in society and the processes of transformation in language. Any phenomenon or event in one form or another is reflected in television programs, on the pages of newspapers and magazines and other media. When you watch the “Economy” section on the Rossiya 24 TV channel, you might think that the announcer speaks some unknown language, and rare Russian words are borrowed from this unknown language. Or in TV shows for young people “How do you like your new look?” (TV channel “Friday”)
“Why is there such an abundance of foreign words in our media - on the pages of newspapers, on radio and television? In the last two decades, the flow of foreign language, mainly English, borrowings has intensified, and one of the famous Russian scholars called it not even a stream, but a flood.”
Does this threaten the identity of the Russian language? Is a similar situation observed in all media? Perhaps fears of clogging the Russian language are greatly exaggerated?
Problematic question:
Is the number of borrowed words in the language of Far Eastern newspapers increasing (using the example of the Pacific Star newspaper)?
Hypothesis:
Borrowings in the language of Far Eastern newspapers are increasing every year.
2. Goal and objectives of the project
Hence, the goal of my work was to determine whether the use of borrowed words in the Far Eastern press has increased over the past three years.
Objectives of this work:
- Study articles in the Pacific Star newspaper for 2013, 2014, January–March 2015
- Identify the use of borrowings in the local press, using the example of the publication “Pacific Star”;
- Using specific examples, identify the feasibility of using borrowings in TOZ
Method: semantic analysis of media language.
3. Analysis of the use of foreign language borrowings in the texts of the newspaper “Pacific Star”
The Pacific Star newspaper is designed for a wide range of readers, including middle-aged and older people. And therefore, the authors of the articles chose a very interesting strategy to introduce readers to new concepts. If a new borrowed word is used in an article, a comprehensive explanation of this word is given next to it.
TOZ 2014: “I think that today it will become the drivers, in other words, the locomotive of the economy, authority and prestige; technical delegate (supervisor); [TOZ No. 28 -2015]; selfie photo (this is when the photographer films himself on camera); selective quest - team game; mascots (life-size puppets); in the photo with geolocation (with a special Internet tag of the place of residence) [TOZ No. 160 -2014].; BMX-ter are people who ride bicycles[TOZ No. 2013]; technical delegate (supervisor); cash (cash), Bandy World Championship [TOZ No. 32 -2015];
Hackathon is an event during which specialists from different fields develop software (programmers, designers, managers) working on a problem [TOZ -2013];
A flash mob (from the English Flash mob “instant crowd”) is a pre-planned mass action in which a group of people (mostly large) appears in a public place, performs pre-agreed actions and then disperses [TOZ -2013].
TOZ contains both new and old borrowings without explanation, which are generally known: chips, press service, press secretary, bestseller, Internet resource, Internet project, portal, people's control portal, official website, design, supermarket, DJ, vice-miss, vice-president, vice-premier, salami, laptop, applications for smartphones, junior, forward, time-out, snowboard, overtime, goalkeeper, penalty, penalty taker, disqualification, foul, time, summary, policy, air conditioning, businessman, business plan, businessman farmer.
Many names are even written in Latin letters, as this:
names of mobile applications based on: Android, iOS;
aircraft names: Boeing, SuperJet100
media names: Bild newspaper, TJ24 TV channel
brand names(English brand) ) - a term in marketing, a symbolic embodiment of a complex of information associated with a specific product: Zara, Massimo, Dutti, Oysho, Bershka, Stradivarius
names of corporations Las Vegas Sands - the world's largest casinos, Mary Kay Cosmetics;
Names of bank cards: Maestro, Platinum, Visa Electron, Visa Classic;
Names of concepts related to the Internet: web server, website, e-mail, 4G;
Names of organizations: WWF, Bank of NY;
Names of securities: Red Wings and other concepts that have become firmly established in the Russian language: Supermodel, Hi-Tech, VIP.
Some borrowings indicate the national and cultural specificity of the denoted; they name objects related to the spiritual culture of peoples. For example, in an article about Japan in TOZ 2014, words from the Japanese language are used: manga, kumihimo, samurai, anime, sakura, etc. They convey the characteristics of Japanese culture.
Nowadays everyone uses wordsimmigrant, sensation, profitable,but they were once synonymous with wordsforeigner, event, profitable. With time they have formed additional semantic components: immigrant - this is not just a foreigner, but “a foreigner who has arrived in some place.” country for permanent residence", "sensation is "a strong impression of some kind that excites everyone. events."; cost-effective – “justifying expenses, not unprofitable, profitable.”
A similar thing happens when new borrowings are adopted. Word rating (English rating from the verb to rate “to evaluate; to determine a class, category”) was first used in sports as the position of an athlete among his peers, assessed by a certain number of points, and then began to denote the degree of popularity of someone, established through sociological surveys, voting, etc.” ;
Another reason for borrowing is that the “foreign” word turns out to be shorter than one’s own, Russian one - as a rule, a descriptive word consisting of several words. This is how borrowings became stronger in the TOZ language autolady- instead woman driving a vehicleincluding some very recent ones: summit literally “top, top”) - instead ofsummit and etc.
As we see, a borrowed word rarely duplicates the meaning of Russian - in most cases there is a semantic and stylistic difference between them: a foreign language element is often a term, and its Russian equivalent is an ordinary, commonly used word. For example,stagnation - stagnation (in the economy), investment– investment (of capital), and so on.
The words investment and innovation and their derivatives are probably the most popular words in TOZ in articles of an economic nature. They are in every issue of TOZ for 2013-2015:invests, investments, investors, investment activity, innovative technologies, investment development, innovators, innovative development, investment and construction forum, implementation of investment projects etc.
Another important factor is that it influences the fate of the considered root words. invest – are essentially international, they are known and understood by speakers of many modern languages. And an international word easily takes root in another language. This group also includes the following words:company, ecology, environmental, compensation, compensation payments, engineering communications, compensation, administration, administrative, contact, contact dermatitis...
Words that have synonyms in Russian, but are nevertheless often used, for example: monitoring (monitoring) – a synonym for “observation”. In TOZ: satellite monitoring [No. 17-2015], forest pathological monitoring [No. 2 - 2015]; price monitoring [No. 30-2015]; results monitoring [No. 18 -2015], etc.
The main question a person asks when he hears or encounters an unfamiliar word in a text is: “What does this mean?” And if, moreover, this word is foreign, then the second question arises: “Is it possible to say the same thing in Russian?”
But often the concepts that are called borrowings do not exist in the Russian language:blog, blogger, web designer, marketing, TOGU business incubator, internet memes(eng. Internet meme ) - in the media and everyday vocabulary, the name of information or a phrase, usually witty and ironic, which spontaneously gained popularity in the Internet environment through dissemination on the Internet in all possible ways", ramp, logistics, logistics center, inflation, growth index, indexation, transport holding company , press release, rotation bill, resident, incident, deficit, deposit, potential, consulting, conglomerate, fitness bracelets, fitness trackers, etc.
Thus, we can identify the following reasons for the borrowing of words into the Russian language:
- Due to the lack of corresponding concepts in the Russian language.
- Clarifies the meaning of an original word with a similar meaning
3. There is a need for specialization of concepts - in one area or another, for one purpose or another (avionics(from aviation and electronics) - a set of all electronic systems designed for use in aviation as on-board electronics).
4. Conclusion
Based on the study, the following conclusions can be drawn:
1. Borrowings are used mainly in texts of an economic, technical, political nature, to name new realities of our life (processes, objects, professions, etc.), which do not have a modern definition in the Russian language, which is quite justified;
2. Borrowings give the general context compliance with international standards, which is important for expanding our country’s international contacts and increasing its authority on the world stage;
3. It is impossible to do without international borrowing in the 21st century. Borrowing foreign words is one of the ways to develop a modern language.
4. Borrowings are used to convey the characteristics of other cultures;
5. The number of borrowings in the media (specifically in TOZ) increases slightly.
Linguists have repeatedly drawn attention to the fact that language is a self-developing phenomenon, the action of which is regulated by certain laws. In particular, language knows how to get rid of the superfluous and unnecessary.
Language always responds quickly and flexibly to the needs of society. Borrowings become the result of contacts and relationships between peoples and states. But the editors of the TOZ newspaper monitor the purity of the Russian language and do not include unnecessarily borrowed words if there are Russian words that are synonymous with fashionable Americanisms and Anglicisms. Society develops and language develops accordingly.
List of used literature:
1. Aristova, V.M. English-Russian language contacts (Anglicisms in the Russian language). – L.: Publishing house Leningr. University, 1978. – p. 151.
2. Internet dictionary “Wikipedia” [Electronic resource] URL:www.wikipedia.ru , www.wikipedia.com .
3. Krysin, L.P. Foreign words in modern Russian. - M.: Nauka, 1968.
4. Krysin, L.P. The word in modern texts and dictionaries: Essays on Russian vocabulary and lexicography M.: Znak, 2008.
5. Krysin, L. P. Explanatory dictionary of foreign words.[Electronic resource] URL:2nd ed., rev. and additional M., 2000.
6. Ozhegov, S.I. Shvedova, N.Yu. Explanatory dictionary of the Russian language: 800 words and phraseological expressions / Russian Academy of Sciences. Institute of Russian Language named after. V.V. Vinogradova. – 4th ed., supplemented. – M.: Azbukovnik, 1999.
7. Pacific Star 2013-2015
The Russian language is rich and powerful, and this very wealth is constantly growing. Moreover, new words often come from other languages. Today we will tell you about the most frequently used words of English origin in the Russian language. You will find that you already know more than a hundred words in English without even studying them specifically.
Let's see what concepts relating to the names of clothing items and the world of fashion came to us from the English language.
| Russian word | English word | Meaning |
|---|---|---|
| ivory | ivory - ivory | Ivory. |
| bodysuit | a body - body | Apparently the word comes from the fact that this type of clothing fits the body. |
| windproof | a wind - wind; proof - impenetrable | Windproof clothing, usually a jacket. |
| jeans | jeans - trousers made of thick cotton fabric (denim) | They were once the clothing of gold miners, but today they find a place in the wardrobe of almost every person. |
| clutch | to clutch - grab, squeeze, squeeze | A small handbag, which is squeezed in the hands. |
| leggings/leggings | leggings - leggings, gaiters; a leg - leg | Fashionable glamorous leggings are now called leggings :-) |
| long sleeve | long - long; a sleeve - sleeve | T-shirt with long sleeves. |
| sweater | to sweat - to sweat | It really can be hot in a sweater, so the origin of the word is quite logical. |
| the tuxedo | a smoking jacket - “a jacket in which they smoke” | This word has an interesting origin. Previously, “jackets in which people smoke” were home clothes. When a gentleman was going to smoke, he put on a thick jacket (a smoking jacket), which was designed to protect his clothes from the smell of smoke and falling ash. By the way, in English a tuxedo is a tuxedo or a dinner jacket, and smoking is “smoking.” |
| stretch | to stretch - to stretch | This is the name for elastic fabrics that stretch well. In Russian, there is also a common incorrect pronunciation of this word - stretch. |
| chylis | a heel - heel | Sneakers with a wheel on the heel. |
| hoodie | a hood - hood | Hoodie. |
| shorts | short - short | Borrowed from English short trousers (short trousers). |
| shoes | shoes - shoes | This is what shoes are called in slang. |
The cuisine of English-speaking people contains hundreds of delicious and healthy dishes, which is why our domestic hostesses also prepare all kinds of overseas dishes. These are the words and dishes that have enriched the Russian language thanks to English:
| Russian word | English word | Meaning |
|---|---|---|
| jam | to jam - squeeze, crush | An analogue of our jam, only the fruit is crushed and mixed so that the dish has a jelly-like consistency. |
| crumble | to crumble - crumble | A pie whose base consists of butter and flour crumbs. |
| cracker | to crack - to break | Crispy cookies that break easily. |
| pancake | a pan - frying pan; a cake - cake, flatbread, pancake | American version of our pancakes. |
| roast beef | roast - fried; beef - beef | A cut of beef, usually grilled. |
| Hot Dog | hot - hot; a dog - a dog | Let's figure out why this favorite dish was named so strangely. The fact is that hot dogs came to the USA from Germany, where they were called Dachshund sandwiches (sandwich dachshund). This name was difficult to pronounce and was replaced by hot dogs. But why was the dish associated with dogs in Germany? There is a version, defended by many historians, that in Germany, until the middle of the 20th century, dog meat was often added to sausages, so long sausages began to be called “dachshunds”. |
| chips | chips - fried crispy potatoes | This word is interesting because in American English chips are chips, and in British English they are French fries, which in American English are called French fries. |
| shortbred | short - fragile; bread - bread | This is what they call crumbly shortbread cookies. The word short is used to mean “fragile, brittle” for dough products that have a high ratio of butter to flour. |
English is the international language most often used in high-level business negotiations. The terminology of the business world is based on words of English origin, so if you work in the field of economics, management, marketing and finance, you already know hundreds of English words. Let's present the most frequently used of them:
| Russian word | English word | Meaning |
|---|---|---|
| outsourcing | outsourcing - attracting resources from external sources | Transfer of certain types of work to third-party specialists on a contractual basis. |
| brand | a brand - brand, name | A brand of goods that is extremely popular among customers. |
| broker | a broker - intermediary, agent | An individual or legal entity that acts as an intermediary in concluding transactions on the stock exchange, and also acts on behalf of its clients. |
| deadline | a deadline - deadline, final date | Deadline for submitting work. |
| default | default - non-payment, negligence, defect | Failure to fulfill obligations to repay borrowed funds or pay interest on securities. |
| diversification | diverse - different, varied | Development of new (different) types of activities by the enterprise. As well as the distribution of investments between various objects. |
| dealer | a dealer - merchant, sales agent | A company that engages in wholesale purchasing of goods and selling them to consumers. Also a professional participant in the securities market. |
| distributor | to distribute - distribute | A representative of a manufacturing company who purchases goods from it and sells them either to retailers and dealers, or directly to the buyer. |
| investor | an investor - investor | A person or organization that invests money in projects in order to increase its capital. |
| crowdfunding | a crowd - a crowd; funding - financing | Funding of new interesting ideas with money or other resources by a large number of people on a voluntary basis, usually done through the Internet. |
| leasing | to lease - to lease | A form of lending for the acquisition of fixed assets of an enterprise, in essence it is a long-term lease with a subsequent right of purchase. |
| marketing | marketing - market promotion, market activities | Organization of production and marketing of goods/services, which is based on the study of market needs. A marketing specialist is called a marketer or marketer. |
| management | management - management | Management of socio-economic organizations. |
| networking | a net - network; work - work | Establishing business contacts, creating a network of useful acquaintances for work. |
| know-how | to know - to know; how - how | Technology, a production secret that allows you to create a product/service in a unique way. |
| PR | public relations - public relations | Activities to create an attractive image of someone/something, including through the media. |
| prime time | prime - the best part; time - time | The time when the largest audience gathers near screens or near the radio |
| price list | a price - price; a list - list | Price list, a list of prices for goods and services of a particular company. |
| promoter | to promote - promote | A person who promotes a product/service on the market. |
| release | to release - release, publish | Release of a new product, for example, a film, music album, book, program, etc. |
| retailer | retail - retail sales | A legal entity that purchases goods wholesale and sells them at retail. |
| realtor | realty - real estate | Real estate sales specialist, intermediary between buyer and seller. |
| startup | to start up - start the project | A newly emerged company that builds its business on the basis of innovative ideas or technologies. |
| freelancer | a freelancer is a self-employed employee who provides his services to various companies | A person performing temporary work (work to order). |
| holding | to hold - hold, own | A company that owns controlling stakes in several enterprises and thereby exercises control over them. |
The vocabulary of sports fans consists almost entirely of English loanwords, so it can be said that fans not only learn sports terms, but also expand their English vocabulary. Look at what words English has given us from the world of sports.
| Russian word | English word | Meaning |
|---|---|---|
| arm wrestling | an arm - hand; wrestling - wrestling | Arm wrestling. |
| basketball, volleyball, football, baseball, handball | a ball - ball; a basket - basket; a volley - volley, receiving the ball on the fly; a foot - leg; a base - base; a hand - hand | Ball sports. |
| body-building | a body - body; to build - build | Exercise with machines or heavy weights to build muscle mass. |
| scuba diving | to dive - dive; scuba (self-contained underwater breathing apparatus) - scuba gear | Scuba diving. |
| doping | dope - drug | Prohibited drugs that invigorate the body for a short period of time. |
| curling | to curl - twist | A game in which you need to hit a target with a stone sliding on ice. At the same time, the round-shaped stone rotates. |
| kickboxing | a kick - kick; to box - to box | A type of boxing that allows kicks. |
| cross | to cross - to cross | Running or racing over rough terrain. |
| penalty | a penalty - punishment, fine | Free kick at the opponent's goal. |
| rope jumping | a rope - rope; to jump - jump | Jumping with a climbing rope from a height. |
| surfing | surf - surf wave | Riding the waves on a board. |
| skateboard | to skate - to ride; a board - board | Roller board. |
| sport | sport - sport | The word originally came from disport, meaning “entertainment, distraction from work.” |
| start | start - departure, start | The beginning of something. |
| half | time - time, period | Sports game time period. |
| fitness | fitness - endurance, physical culture, form | A healthy lifestyle that includes exercise to stay in good shape. |
| forward | a forward - one who goes ahead of others | Attack. |
In the IT field, almost all words are taken from English. We will present here the most frequently used ones, and you can read about the rest in the articles of our teachers “Ok, Google, or All about gadgets and devices in English” and “Computer basics or how to survive in cyberspace. Basic computer concepts in English."
| Russian word | English word | Meaning |
|---|---|---|
| browser | to browse - browse | A program for searching and viewing Internet resources. |
| viral | viral - viral | Popular, spreading among Internet users like a virus. |
| gamer | a game - game | A person who is interested in computer games. |
| display | a display - demonstration, display | A device for visually displaying information. |
| driver | to drive - manage, lead | A program that provides interaction between a computer's operating system and its hardware components. |
| click | a click - click | Press the mouse button, click on a button or link on the site. |
| community | a community - community | A group of people with the same interests. |
| login | to log in - log in | Login name. |
| laptop | a notebook - notepad, notebook | Laptop. |
| fast | to post - publish information | Post on a blog or forum. |
| provider | to provide - to supply, provide | A company that provides access to the Internet and mobile communications. |
| traffic | traffic - movement, flow of information | Amount of data that passes through the server |
| hacker | to hack - to hack, chop | A person who is good with computers and can hack various systems. |
| user | a user - user | Computer user. |
Of course, it is difficult to place in one article all the words we took from the English language. Below we present some of the most frequently used borrowed concepts. We think that every person has used these words at least once in their life.
| Russian word | English word | Meaning |
|---|---|---|
| animalistics | an animal - animal | A genre of art that uses images of animals. You'll often hear "animal print" referred to as a leopard print blouse. |
| outsider | outsider - outsider, extreme | A non-specialist in any field or a loser, as well as a team or athlete who has virtually no chance of winning. |
| best-seller | best - the best; a seller - a sold, hot commodity | Product that sells best. |
| blender | to blend - mix | A device for chopping and mixing products. |
| blockbuster | a block - quarter; to bust - explode | A popular film that has the effect of an exploding bomb. |
| boiler | to boil - to boil | Device for heating water. |
| briefing | brief - short | Short conference. |
| backing vocal | backing - support; vocal - vocals | Singers who sing along with the performer. |
| glamor | glamor - charm, charm | Demonstrative luxury. |
| grant | a grant - gift, subsidy, subsidy | Funds used to support the arts, science, etc. |
| destructive | to destruct - destroy | Devastating, unfruitful, destructive. |
| image maker | image - image; to make - to do | A person who creates an image, an external image. |
| impeachment | impeachment - distrust, condemnation | Removal of the head of state from power due to any violations of the law. |
| camping | a camp - camp | A recreation center equipped for tourists with tents or small houses. |
| cool | clever - smart, dexterous, gifted | According to some sources, this slang word also has English roots. |
| clown | a clown - uncouth guy, jester, clown | A favorite of children in the circus (circus comedian). |
| crossword | cross - intersecting; a word - a word | Everyone's favorite puzzle where words intersect each other. |
| loser | to lose - to lose, miss, fall behind | Jonah. |
| mainstream | the mainstream - main line, main direction | The predominant direction in any field. |
| parking | to park - park, park | Car parking. |
| Puzzle | a puzzle - a puzzle | A puzzle consisting of many pieces. |
| playlist | to play - to play; a list - list | List of songs to play. |
| pressing | to press - press | Pressure, pressure. Often used to mean “psychological pressure.” |
| rating | to rate - to rate | Rating of something, degree of popularity. |
| remake | a remake - remake | Updated version of an old product. |
| reportage | to report - report | A report in the press about some events. |
| summit | a summit - the top | A meeting of heads of state or government at the highest level. |
| soundtrack | a sound - sound; a track - track | Sound track, usually music from a film. |
| second hand | second - second; a hand - hand | Used items. |
| security | security - safety, security | Security service, security guard. |
| selfie | self - self- | Self-portrait created using a camera. |
| square | a square - area | Green area in the city. |
| speaker | to speak - to speak | Someone who speaks at a conference, webinar, meeting, etc. |
| Test Drive | test - trial; a drive - a trip | Test drive to evaluate the qualities of the car. |
| talk show | to talk - to talk; a show - presentation | A show during which participants express their opinions on any issue. |
| tram | a tram - carriage; a way - way | Type of public transport. |
| thriller | a thrill - nervous trembling | A work of art that makes you feel nervous trembling and goosebumps running down your spine. |
| trolleybus | a trolley - roller current collector; a bus - bus, omnibus | The name appeared because trolleybuses used to have roller current collectors. |
| tuning | tuning - setting, adjustment | Remodeling and improvement of the car. |
| handmade | a hand - hand; made - done | Things made by hand. |
| shampoo | a shampoo - washing your hair | Hair wash. |
| escalation | to escalate - rise, escalate | Increasing, strengthening of something. For example, conflict escalation is an aggravation of the conflict. |
We also invite you to watch a video about words that came into Russian from English.
These are the words of English origin in Russian that we often use in our speech. Now you know their origin and also understand their true meaning. However, there are many more similar borrowings from English in the Russian language. Do you know any words that came to us from English? Share your observations in the comments.
In this study, the authors turn to the analysis of empirical material related to modern advertising activities. The object of analysis are examples from the practice of domestic advertising works, produced, as a rule, for audiovisual media. The stated issues are considered on the basis of the totality of the functions that foreign language borrowings assume in the current media practice of producers of advertising products of various types and types.
Doctor of Philology, journalist
432Candidate of Philology
434Advertising in the modern Russian media situation is the same system-forming factor as, for example, the institution of private property in relation to the media. When at the very beginning of the 1990s, streams of advertising of all possible types and types fell upon the domestic audience through all possible communication channels, this seemed perhaps the most obvious evidence of the socio-economic transformation of our society from Soviet to post-Soviet. The dominance of foreign models in this stream was not rejected by anyone and seemed to be a natural circumstance in the formation of the current system of domestic media. Nevertheless, it is worth noting that this is one of the mechanisms of ideological influence of Western institutions on the mass Russian audience. The initial premise of such intentions is obvious and is associated with the processes of globalization and the elimination of the national sovereignty of countries, including through the strengthening of the influence of the Western world through the linguistic component of the life of modern Russian society.
In the situation of stabilization of media transformations, which led to the formation of the currently functioning combination of media and their relations with the advertising sphere, those trends that are associated with the language of advertising communication - the frank borrowing of foreign language vocabulary, which imitates some semblance of new lexical inclusions in the structure of the native language - emerged more clearly. most of the language's audience.
In this article, we do not set ourselves the task of positively or negatively assessing borrowings in the language. This is impossible, because the process of borrowing is a fact of language, it is neither bad nor good. The question is: how necessary are borrowings in advertising texts?
Any linguistic device should be considered from the point of view of its relevance in a particular text, its performance of certain functions, such as: nomination of a subject, evaluation of a subject, creation of a historical atmosphere or national flavor, etc. It is in this vein that some commercials cause objections from the public.
Before turning to the analysis of specific texts, let us remember for what purpose a borrowed word can be used in creating a media text.
The process of borrowing is a fact of language, it is neither bad nor good.”
The main function of borrowings is the nomination of an object. The flow of borrowings entering our language every day is associated precisely with the emergence of new objects that need to be given a unique name, which is why words such as businessman, investor, apogee and so on.
The second function is the creation of national color, naming the unique features of life of a particular country. Having no analogues in other cultures, objects retain their name, which exists in the language of the people using them. To such words we can include, for example, the words sakura, seppuku, kimono etc.
The third function of borrowing is playful: creating a comic effect as a result of the inconsistency of the title with the content or the stylistic dissonance of the word and context. An example of such word usage is the common hacienda as the name of a country house, latifundia about six acres of dacha plot, etc.
The fourth function of borrowing is euphemization: softening an unpleasant expression. This technique is often resorted to in advertising texts: for example, it is advised to contact a hirudotherapist (instead of sending to a specialist in leech treatment).
All of these are legitimate grounds for the existence of borrowings in a language, which do not cause objections among native speakers, but, on the contrary, make it possible to most accurately express the attitude to the subject of speech, as well as vary the tone of communication.
Let's say, no one will protest against such word usage:
The fact that villages are by no means dying out is evidenced, according to the State Statistics Committee, by the figure of 19 million people who indicated that they are fed by personal subsidiary plots. This is how these numerous esquires, owners of latifundias and haciendas, are seen, forced from a good life to switch almost to subsistence farming, subsisting from potatoes to cabbage and trying to sell visiting summer residents a couple of extra kilograms of cucumbers. (Around the world)
But in addition to the obvious borrowings (esquires, latifundia, hacienda), performing the function of creating a comic effect - the formation of an ironic subtext - in the given fragment of text, words of foreign language origin are scattered, to which a modern Russian speaker does not at all react as borrowings: figure, million, good, natural, potato, cabbage, kilogram, cucumber…
Barbarisms are borrowed words that are redundant in the language system because they have analogues in the Russian language and are not adapted grammatically and semantically
What is the cause of outrage? As a rule, these are barbarisms - borrowed words that are redundant in the language system because they have analogues in the Russian language and are not adapted grammatically and semantically. This word usage appears under the influence of linguistic fashion, a perverted idea of the beauty of speech or education. Such word usage includes simple replacements of existing Russian words with borrowed analogues (cf. unmotivated sorry instead of Sorry;okay instead of Fine;wow instead oh, well, well!, wow!), the use of untranslatable names that are not understandable to a Russian person without a good familiarity with the English language ( Vanish oxi action, push up drama, such examples are perceived especially absurdly in combination with the Russian continuation: Super Stay 24 hours. Make it happen).
Turning to specific examples, we will try to explain the reasons for the use of borrowings in the language of advertising and the stylistic effects that arise.
“I think it’s time for us to part ways.”
- How to break up?!
- It’s time for Russia to give up dandruff. Today, half of Russians cannot get it out of their heads.
- But the Russians don’t give up!
- Join the mission “Goodbye, dandruff”!
- Use Head and Shoulders - the number one shampoo in the world that gives unsurpassed protection against dandruff. Together with Head and Shoulders we say goodbye to dandruff!
The advertising is based on a pun based on the polysemy of the lexeme breake down. The game situation itself provokes the understanding of the verb breake down in the meaning of ʻto stop communication, to break off relationsʼ ( I think it's time for us to part ways), since the characters in the video are a married couple known to modern viewers. Further, the verb is used in a different meaning - objective: “to give up something, to lose something” ( It's time for Russia to give up dandruff). The answer is to turn to a precedent phenomenon ( Russians don't give up), the use of which may also raise questions and objections, given the origin and meaning of this catchphrase. Finally, in the last phrase, there is a combination of the barbarism “goodbye” and the familiar Russian “dandruff”. The motivation for using barbarism is not obvious: the Russian “farewell” suggests itself. Since the replacement is explained neither by the desire to name a new phenomenon, nor by the desire to express an ironic attitude towards the subject of speech, the use of a borrowed word seems unnecessary.
Let's look at the following example:
- Wow, your hair looks great!
- My secret is a new superfruit hair mix.
- Yes, my hair needs it.
- Innovation from Schwarzkopf - Shauma superfruits and nutrition. Cranberry and acai provide all the power of vitamins for manageable and healthy hair. More superfruits - great results! New Shauma superfruits. Schwarzkopf.
Word super- is recorded in dictionaries, since it entered the Russian language quite a long time ago as a word-forming prefix (prefix). But as an independent unit, evaluative words excellent, good, wonderful etc., does not exist in the language. The exception is youth slang. Again, we are faced with the use of barbarism, which in itself is assessed negatively by a native speaker. Pay attention to the repetition of the prefix super- already part of the word ( superfruits), which is formed according to a productive word-formation model, although it is not recorded in dictionaries, and the use of the word mix. Word superfruits intuitively understandable to a native speaker, since he understands the composition of the morphemes included in it, but the word mix can only be understood if you are familiar with the English language. One gets the impression of a poorly translated advertisement when the translator tries to save effort by not replacing hard-to-translate (?!) words with Russian equivalents.
The following example also demonstrates the current trend of mixing words in Russian and English.
Want to experiment with your hair? With Dove you don't have to worry about damage. Straighten, curl, color. And if you don't like it, start over. After all, Dove is special. Its Keratin Actives molecules deeply nourish damaged hair. Don't be afraid to change: Dove will take care of your hair. Dove intensive recovery.
In this case, we are dealing with a simple transcription of the English phrase ( keratin actives), which simply cannot be understood by a native Russian speaker, since it has nothing to do with the vocabulary, management norms and phonetics of the Russian language. This usage of words is most likely caused by the fact that the creators of the text tried to reduce airtime: translation into Russian requires the inclusion of an explanatory structure. The meaning of the advertisement eludes the listener; it relies only on the video sequence.
Another example of following the linguistic fashion of including English words in advertising text could be the following video:
I save face in any situation. Super Stay foundation from Maybelline New York. Microflex technology and freshness segments remain durable even after two hundred calls, a thousand drops of water, two hundred touches. Makeup stays fresh all day. Super Stay 24 hours. Make it happen.
Mixing Russian and borrowed lexical units makes it difficult to perceive speech"
As we see, here, in the apt expression of A. S. Griboedov, one can observe a mixture of French and Nizhny Novgorod: the name of the company ( Maybelline New York), the name of the product itself ( Super Stay) and effect ( microflex). It should be noted that such speech is not distinguished by clarity and beauty. The mixture of Russian and borrowed lexical units makes speech difficult to perceive. Answering the question why the advertisement was made this way, let us assume that this is due to the expectation of a young audience, for whom everything foreign seems attractive and interesting. Nevertheless, the distortion of language that occurs as a result of the unmotivated inclusion of untranslatable elements of speech does not speak in favor of the creators of the advertising text.
We also note that the slogan has not been translated. In all likelihood, this is a fundamental decision, since in other advertising videos of this company one can observe the same feature:
The new effect of false eyelashes is the lifting push up drama.
Unique cup bristles add volume and lift to lashes. This is a real push-up effect. Try to compare false eyelashes and push-up effect. New: mascarapush-up dramafromMaybelline New York.
“Make it happen.” Maybelline New York»
In the above example, you can notice the obsessive repetition of the untranslatable combination push up drama. This does not attract the attention of the public, but, on the contrary, repels it. Fashionable words, combined into a single combination, need to be translated so that it is clear what we are talking about. We also note grammatical difficulties in understanding the text. The English language, which became the source of borrowing, is an analytical language, that is, grammatical relations are expressed in it through syntax, through word order, while the Russian language is synthetic; and switching from one way of perceiving the meaning of a particular expression to another is very difficult.
From our point of view, we need to talk about a communicative failure in the case of such a confusion of languages. Modern reality constantly offers us more and more examples of such incredible combinations, and we lose the idea of the purity of language under the influence of such word usage. The danger is much more serious than simply the unjustified introduction of alien lexemes into modern speech practice, including through advertising. We are talking about blurring the clarity of the boundaries of linguistic self-identification of the country and its citizens.
In our opinion, one of the ways out of the situation would be to introduce into media practice categorical compliance with the requirement of Russification of the entire advertising text stream (perhaps with the exception of legally formalized brand names and trademarks).
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