English Borrowings in Economic Discourse (Based on Modern Russian Trade Advertising)

Currently, the spheres of the economy are expanding, which is reflected in the more frequent use of borrowed economic vocabulary in discourse. There are a number of ways to effectively influence the recipient of information. The role of advertising in this case plays an important role. It should be noted here that in the language of everyday communication, speech types combine various kinds of borrowings. It is they that penetrate into the discourse, are fixed in the lexical and semantic system of the language. The role of economic discourse in the creation of trade advertising should be noted. The renewal of compatibility and the appearance of figurative meanings in common economic terms have become a linguistic feature of the modern era.

In the economic discourse we are studying, numerous possibilities of language are used to achieve goals, that is, various techniques, special words, expressions and sentences. Such a language has an impact on people, their relationships and behavior. In turn, commercial advertising, as one of the branches of economic discourse, usually consists of simple sentences. The purpose of commercial advertising is to fix the expression chosen for a particular brand in the memory of a person who wants to purchase this product. Obviously, simple uncomplicated sentences are easier to remember. Advertising should essentially be as concise, clear, and transparent as possible. Therefore, most of them are singlepart sentences.

Discourse is a text in a certain communicative situation. In addition to the original words, there are also loanwords in it, which should be distinguished from terms and neologisms. The former can be borrowed and indigenous, inherent only in one particular language. A necessary requirement for the term, as well as its dignity, is its unambiguity. As for borrowed words, synonymy is quite acceptable when switching from one language to another. At the same time, becoming fixed in one language and replenishing its lexical fund, borrowed vocabulary becomes familiar to its speakers, it becomes part of any stylistic layer and thus no longer perceived as a neologism.

In our case, most of these are anglicisms, which have an unusual structure and play an important role in the economic discourse reflecting commercial advertising. From the economists’ point of view, advertising is a kind of a marker of a product being advertised for sale, and for linguists it is a specific form of language functioning. But it is from these two positions that advertising with native and borrowed words attract attention. The analysis of English borrowings functioning in Russian economic discourse is the objective of this article.

It dictates the formulation and solution of the following tasks: 1) to determine the criteria for the expediency of using English-language borrowings in the Russian language; 2) to identify ways of interpreting the meanings of borrowed words. The article analyzes variations of borrowed lexemes of words and their interpretation in connection with the division into separate categories.

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