Abstract
The article analyzes the associative meaning of the stimulus word "donat" in the mental lexicon of native speakers of the Ukrainian language, raises the problem of the specificity of learning borrowed words in the Ukrainian language. The role of the media in the introduction of a new lexical unit into mass circulation and aspects of the actualization of the use of the word due to the influence of social and political events are considered. The question of the functioning of new lexical units and their place in the mental lexicon is highlighted. Shades of associative meanings of the stimulus words "donate" and "help" were studied. The obtained results confirm that the associative experiment can provide not only linguistic, but also psychological and social information.
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