CC BY
159
УДК 81-21
АНГЛИЦИЗМЫ В РОССИЙСКОЙ РЕКЛАМЕ Р. Сагитова, Д. Федорова
Аннотация. Проблема использования английских слов в текстах рекламы является фактической. Мы — все потребители и из-за рекламы, мы выбираем товары или услуги. Основная цель нашего расследования состоит в том, чтобы определить частотность использования английских слов в российских названиях магазинов и компаний. Английские заимствования в рекламных текстах на русском языке служат источником обогащения русского языка. В России в последние годы, было широкое использование англоязычных заимствований в фактически всех сферах деятельности человека, и особенно в рекламных текстах. Аглицизмы в рекламных текстах на русском языке служат источником обогащения русского языка, потому что на их основе образовлось огромное количество неологизмов, чтобы усилить такие прагматические особенности рекламного языка как контраст, уникальность и интенсивность.
Ключевые слова: лингвистика, англицизмы, реклама, русский язык, английский язык, контраст, уникальность, интенсивность
The problem of using of anglicisms in advertising is actual nowadays. The name of shop -is like a visiting card and merchants anchor their hope on a right choice of the name when the assortment of goods and services is quite boring. English-language borrowings, the study of which is devoted to this work, have a significant impact on the main factors of the advertising language, namely the factor of contrast, uniqueness and intensity [2, 4]. To enhance the contrast factor in the advertising text, the interlingual contrast is used, which implies the use of English words in the Russian text. As a contrast, you can use not only the English word or phrase, but also the letters of the English alphabet. Using of anglicisms in Russian advertising is explained by many factors:
The emergence of new terminology (computer language, economics, finances). In connection with rapid development and spreading information technologies, a vast number of new things appeared in our daily life, and they need to be named (the Internet, laptop, bite, site, etc.). In this way, a great number of Americanisms became to Russian language, so it is easier to use already existing words than to invent new ones [7].
No corresponding name. About 15% of the newest anglicisms are borrowed due to the lack of an appropriate name: top model, virtual, investor, sponsor, spray.
Knowledge of English is considered highly prestigious. Often people, using English words or expressions, thus want to look fashionable, using such words as: presentation, rating, talk show, branding and others.
The use of anglicisms in advertising promotes the appearance of an "illusion of uniqueness", i.e. impressions of the uniqueness, significance of the advertised product or service. An important role in it is played by anglicisms, unusual and unconventional forms that can attract the attention of the consumer. That is why many firms, advertising their goods or services, use anglicisms. A large number of advertisers often do not have the experience that would allow them to create advertising that meets the requirements of the time and copy the English advertising. Thus, the English element often plays the role of attracting attention. This function, of course, is very important. It stands in the first place in the advertising formula AIDA: A - attention - to attract the buyer's attention; I - interest - to be interested in his offer; D - desire - to excite the desire to have an advertised product; A - action - the ultimate goal - to induce the recipient to the main action - the purchase of goods.
Studies show that recipients understand about 38% of English words, but this does not reduce the effectiveness of advertising. "Strange" and "incomprehensible" is estimated, rather, as interesting and attractive. Saturation of the language of advertising elements of the English language almost never affects the consumption. This phenomenon can also be observed in musical discourse, where the principle WHRU operates - widely heard rarely understood (everyone hears it, but only few people understand) - it is important to create a sound background that inspires positive associations, and they can be different for each listener [3, 5].
Thus, it can be concluded that the penetration of words and expressions from one language to another is a continuous and dynamic process that is connected with the globalization of the economy and advertising. The number of anglicisms in advertising will not decrease, but on the contrary will constantly increase.
Of course, with the penetration of English words into any language, the latter loses its uniqueness and integrity, but this, unfortunately, is inevitable. The use of English is very beneficial in the conditions of the developing environment of advertising communications, due to its flexibility, openness to change and ease of perception. English is the language of a new generation without a certain nationality and residence, brought up in mass culture. The main function of advertising is to attract people's attention to a product or service, so the use of anglicisms in it is an integral part of the success of any company [1].
For advertising purposes, a huge number of firms are called: Ford Dialogue (computer equipment firms), House Holding, City, Insight (real estate agencies), Doctor Dent, Smile, Dental Forte, "Regent", "Insight Help" (dental offices), "Print Express" (printing house). Very often, the contrast effect that occurs when using English words along with Russian words is used in advertising slogans, for example: "Chester - go to wide leg. Price &Quality (Chester-ходинаширокуюногу. Цена&Качество)" (shoes), "Maggi - hot mug (Maggi - горячаякруж-ка)" (food), "Baby - orange, Baby shop (Baby-апельсинчик, Baby магазинчик)" (children's clothes and toys store).
As a contrast, in the advertising slogan, not only English words and phrases can be used, but also the letters of the English alphabet "ВыRozziсебя" (a boutique of fur products "Rozzi"), "Cellular salon" Mobeliization","ZapchastiKamaZ-The central letter of your business ". The letters of the English alphabet are not only used to achieve contrast, but also remind us of the name of the company itself). It is necessary to emphasize the important role of inclusions in English in advertising texts [6].
Having analyzed the role of such inclusions affecting the contrast factor, we would like to emphasize the role of illustrations used in advertising a particular product or service. The illustration helps to understand and adequately perceive the information that the advertisement contains. Thus, English borrowings in advertising texts in Russian serve as a source of enrichment of the Russian language. For example: "Ace Brilliant - Gentle whitening, radiant whiteness" (bleach advertisement). Here the repetition of the sound "b" not only helps to create a certain rhythm of the advertising text, but also to cause in the minds of the buyer certain associations with the word "white", "Rowenta. Joy in your house". "Wella. You are gorgeous", "Clean is pure Tide." To strengthen the intensity factor, rhyme is often chosen for the name of the trademark: "Lays - you will crash, you will not stand", "With Mr. Proper cheerful, clean will be twice as fast."
Литература
1. Авилова Н.С. Слова интернационального происхождения в русском литературном языке нового времени. М. - 1967. - 426 с.
2. Алексеева Т.А. К проблеме англоязычных заимствований. -М. - 1995. - 325 с.
3. Андреева Е.А., Сагитова Р.Р., Назмиева Э.И. Роль аксиологических фразеологизмов в формировании межкультурной компетенции студентов на занятиях по иностранному языку в вузе обучения / Е.А. Андреева,
3.И. Назмиева, Р.Р. Сагитова // Вестник НЦ БЖД. - № 1 (35). - 2018. - С. 5-12.
4. Belyaeva E.A. The analysis of paradoxical English statements by using schemes / E.A. Belyaeva // Russian Linguistic Bulletin. - 2017. - #2. - P. 435. Катернюк А.В. Современные рекламные технологии. Коммерческая реклама. Ростов-н/Д. - 2001. - 320 с.
6. Ларионова Е.В. Новейшие англицизмы в современном русском языке: автореф. дис.канд. филол. наук. - М. -1993. - 17 с.
7. Неверова И.А., Мерзлякова Н.С. // Научное сообщество студентов XXI столетия сб. ст. по мат. XXXV между-нар. студ. науч.-практ. конф. - № 8(35).
Сведения об авторах
Сагитова Римма Раисовна, к.пед.н., доцент К(П)ФУ, e-mail: sag-rimma@yandex.ru; Федорова Дарья Сергеевна, студентка К(П)ФУ
2018, том 2
№ 4 (7)
Р. Сагитова, Д. Федорова АНГЛИЦИЗМЫ В РОССИЙСКОЙ РЕКЛАМЕ
ANGLICISMS IN RUSSIAN ADVERTISING
R. R. Sagitova, D. S. Fedorova
Abstract. The problem of using English words in advert texts is actual. We are all consumers and due to advertising, we choose goods or services. Daily there is a large amount of new shops, companies in front of us and each one need a name, which should be harmonic and motivated. The main aim of our investigation is to identify advisability of using English words in Russian names of shops and companies. English borrowings in advertising texts in Russian serve as a source of enrichment of the Russian language. In Russia in recent years, there has been widespread use of English-language borrowings in virtually all spheres of human activity, and especially in advertising texts. Thus, as a conclusion we can point out that English-language loan in advertising texts in Russian serve as a source of enrichment of the Russian language, because based on English borrowings a huge number of neologisms, linguistic devices are created to strengthen such pragmatical characteristics of the advertising language as contrast, uniqueness and intensity. Key words: linguistic, anglicisms, advertising, Russian language, English language, contrast, uniqueness, intensity
Data about the athors
Sagitova R., PhD, Associate Professor of KFU, e-mail. sag-rimma@yandex.ru; Fedorova D., student of KFU, e-mail: darya.9797@mail.ru
