СПЕЦИФИКА ИСПОЛЬЗОВАНИЯ ИНОЯЗЫЧНЫХ ЗАИМСТВОВАНИЙ В РЕКЛАМЕ НА КИТАЙСКОМ И РУССКОМ ЯЗЫКАХ

Abstract

The article presents the main research on the problem of using borrowings of world famous brands in chinese and russian. The author of the article analyzes the features of penetration and functioning of borrowings in the structure of advertising text, since it is advertising that has become a significant phenomenon of modern culture, reflecting not only typical visual images and mental stereotypes, but also representing the linguistic habits of different language speakers. Advertising demonstrates not only linguistic, but also social, cultural and linguistic processes taking place in different languages. The study provides a comparative analysis of borrowings, describes their main linguistic features. Particular attention is paid to examining the ways of penetration of borrowings into the chinese language. Both a brief description of the lexical base of borrowings in the chinese language and a diachronic analysis of borrowings are given. The article provides certain data on the dynamics of the appearance of foreign words in the modern chinese language. The given synchronous analysis of foreign lexical units in chinese and russian advertising has made it possible to demonstrate how various factors influence the frequency of the use of borrowings in different languages: from linguistic to social and cultural. The thematic classification of borrowings describes various methods of penetration of foreign vocabulary into chinese and russian advertising. The analysis is based on the names of world famous brands. The classification of the main types of borrowings in russian and chinese advertising is given. The study notes that the number of borrowings in chinese advertising is equal to their number in russian one. In many cases, brand advertising in chinese uses duplication, a method that best preserves the words of the recipient language in the new lexical format. The authors come to the conclusion that the specificity of using borrowings in these languages has both specific intralingual factors characteristic of these languages and external, economic and social factors.