Англицизмы в русскоязычной рекламе.

Introduction
1.1 Reasons why anglicisms are used in Russian Language
1.2 Anglicisms in Modern Russian
1.3 Foreign borrowings and Ways of formation of anglicisms
2. Anglicisms in russian commercials
2.1 The social importance of English loans in means of the mass media
Сonclusion
Bibliography

Transplantation is shown on the following levels:
1) sayings, phrases fragment
2) sentence
3) word forms, and
4) the morpheme
5)
letter.
In describing these types of transplants, we will emphasize their functional significance.
 1. English-language inclusions, which are coherent text of several sentences.
Example.
 Golden Fields. Extra Quality (rice processed Ferry crumbly).
 GAS. Keep it.
Running without borders. Foot wear. Apparel Equipment. Boldly choose its direction. Feel your instinct.
 Think different materials. Think different shapes (hours) 5
2. Transplantirovanie whole English phrases - a rare phenomenon.
Example.
 Bridgestone Passion for Excellence »- in stores in winter
What are you made of? (Hours)
We work hard. We work hard
"Center of Health" - Center of health
 3.Angloyazychnye blotches on the level Offers in journalism, which provide emphatic effect.
Example.
A new specialty store «Tree frog!!! »; Tired of poor quality equipment? All on slope looks the same? You can select the desired equipment and full potential! "Don't eat yellow snow".
If we assume the title of equivalent offers, you can say that the main function of the English-speaking transplants headersin the Russian-language press - stimulating the reader's interest.
Example.
 Produced for sale (made to sell).
Big Tasty. I'm love it. (Hamburg)
Buy Happy Meals! Win a trip
In some situations, redirected to an implicit
comparison of Russian and non-Russian, Russian suffixes are passed English graphics.
Example.
 Tuborg. Move on vecherGreenku!
 Maggichesky taste
Create design GRAMOTNO. GRAM
The use of such transplants in the speech - a sign of high competence of the writer, his membership in a particular to the society, and they are used to demonstrate the superiority communication partners.
There are recent transplants at the level of the letter. The inclusion letters of the Latin alphabet instead of Russian letters, transmitting a similar sound, in our opinion, is the attractant goals, such hybrid writing is a center that attracts Russian reader's attention.
Example.
 Dedy Claus. Winter-Electro
Company DONSNAB
 "Tinkoff" settle in Sochi
Functional diffusivity data shown transplants that they perform at the same time informative, games, Attractive and decorative functions.
Transplants have great potential pragmatic, manifesting it in functions such as attracting attention the reader to the content or external design (attractiveness; decorative).
Example.
The company "Cies". Gas, LADA
ElDORADO. Credit of up to 2 years
For the first time all the radiance of light enclosed in a moisturizing lipstick-Stick! Cream Glam Shine
The money transfer system "UNI Stream". We connect the most valuable. exotic (familiarity with the phenomena of another culture).
Example.
Realitu show Avtoland characterization (characterizes the social situation and professional level).
Example.
Guarantee my safety! AvtoWOLF oil
Who will perform your whim. Caprice
Unusual lot
 COSMichesky Marathon and self
Example.
Bast was a small hut, and became - saydingovaya! Modern wall paneling, siding even "cabin on chicken legs ". will provide a solid European species Apple Fairy. Apple cider apples. emotionally expressive.
Example.
Cigarettes NEXT. Hover in Mega emotions! Unlock his pack.
The English tradition of coffee "BERTY'S" come in Russia. What is the "BERTY'S yours -" Terry "or" Greenwich? censorship (euphemistically).
Example.
 Tuborg. Move on vecherGreenku!
 Maggichesky taste repressive (demonstration of superiority with to humiliate the communication partner).
Example.
Create design GRAMOTNO. GRAM
MTS. OPEN. All incoming free
Of course, advertising texts perform the function of an incentive: go to the store and buy, just specks in the English-language advertising - these are the elements that motivate the reader and allow advertising message fulfill its purpose in the best way.
Advertising defines the stylistic tone used in the It anglicisms. This tone is always playful, ironic, conversational careless. Anglicizes performed in the Russian advertising variety of stylistic features, jokingly coloring the text.
Thus, attracting attention.
So anglicizes in advertising, informative and fulfilling tekstoobrazujushchie functions, mainly pragmatically marked: are decorative, attractiveness, motivating, style forming, compressed way. Some of them are a potential a source of high-grade loan words, as gradually included in the processes of Russian grammar and word formation.
Сonclusion
The urgency of the conducted research consists that consideration of the problems connected with the theory and practice of loans, is especially significant in modern conditions as serious fears of powerful flow of loans which can give to depreciation of Russian word today pass an opinion. But language is a spontaneous mechanism which is able to self-purify, to get rid from excessive, unnecessary. It occurs and to the words foreign borrowing which loan has been presented during research. At the heart of the given work the culturological approach of studying to the problem designated lies in the title. Using the knowledge of a theoretical material connected with studying of object, looking through medial means and investigating speech of students of Berdsk high school in ordinary life, we have executed tasks in view:
1. Have analyzed a material connected with the subject of the research;
2. Have considered sources of formation of anglicisms;
3. Have given the review of classifications of the lexicon loans which have been made active today;
4. Have revealed the rate of use of lexicon loans in means of mass media;
5. Have made the dictionary of the most used loans of an English origin in ordinary life of the students.
As a whole the terminology of foreign borrowings represents the most interesting linguistic phenomenon which role in Russian is rather essential. English - Russian language interaction constantly draws the research attention directed on studying of the general inflow of lexicon loans in Russian.
Practical value of the present work is that the given material can be used in the course of teaching of English language at schools, lycées and grammar schools. In the given educational institutions it is necessary to spend systematic work on students` cultural education of the reference with the loan words, good language taste. And a good taste is the main condition of correct and pertinent use of language means, as ours and another's.
Bibliography
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Аристова В.М. Морфологическая структура английских слов в русском языке - М:МГУ, 2001-202 с.
Брейтер М.А. Англицизмы в русском языке: история и перспективы: пособие для иностранных студентов-русистов. -Владивосток: Диалог - МГУ, 1997. - 155 с.
Брокгауз Ф. К., Ефрон И. Д. Иллюстрированный энциклопедический словарь. - М.: Эксмо, 2006. - 986 с.
Дьяков А. И. Деривационная интеграция англицизмов в русском языке конца 90-х годов XX века в функциональном аспекте. Автореф. дис канд. фил. наук. -  Барнаул, 2001.
Житникова Л. В. Англоязычные заимствования наименований лиц по профессии в современном русском языке. Автореф. дис. канд. фил. наук. -  Челябинск, 1998.
Кравченко А.В. О традициях, языкознании и когнитивном подходе // Горизонты современной лингвистики: Традиции и новаторство: сб. ст. М., 2009. С. 51- 65.
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Лексикография: учеб.-метод. пособие для студентов и аспирантов филол. и др. гуманит. специальностей ун-тов. - Новосибирск. 2003. - С. 130.
Листрова-Правда Ю.Т. Отбор и употребление иноязычных вкраплений в русской литературной речи конца XIX века. -Воронеж, 1986. - 142 c.
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Махов Д. С. "Заимствования в русском языке",- Москва, издательство "Просвещение", 2003
Н.М. Шанский, В.И. Зимин, А.В. Филиппов.Школьный фразеологический словарь русского языка: Значение и происхождение словосочетаний: - М.: Дрофа, 1997. - 196 с.
Сидоренко С. Г. Функциональные и типологические особенности английских заимствований лексико-семантической группы "наименование лица" в современном русском языке. Автореф. дис… канд. фил. наук. -  Ставрополь, 2005.
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Житникова Л. В. Англоязычные заимствования наименований лиц по профессии в современном русском языке. Автореф. дис… канд. фил. наук. -  Челябинск, 1998., с. 17-19
Махов Д. С. "Заимствования в русском языке",- Москва, издательство "Просвещение", 2003,с. 85
Дьяков А.И. Словарь английских заимствований русского языка. - Новосибирск: Новосибирское книжное издательство, 2010
Крысин Л.П. словообразование или заимствование? // Русский язык в школе. - 1997. - № 6. - С. 84-88.
Житникова Л. В. Англоязычные заимствования наименований лиц по профессии в современном русском языке. Автореф. дис. канд. фил. наук. -  Челябинск, 1998,с. 126
Тарасова М.В. Семантические изменения английских заимствований в русском и немецком языках в условиях глобализации: автореф. дис. канд. филол. наук. – Белгород, 2009. – 25 с.
Dillon M. Linguistic Borrowing and Historical Evidence. Language. - 1963,vol.39, N1.
Томахин Г.Д. Америка через американизмы. – М., 1982, с. 42-43.
Walter G. S., Abalakina-Paap M. Russia and the West: Intercultural Relations // Handbook of Intercultural Training. Thousand Oaks, CA: Sage Publications. 1996. P. 366-382
Лексикография: учеб.-метод. пособие для студентов и аспирантов филол. и др. гуманит. специальностей ун-тов. - Новосибирск. 2003. - С. 130.
Брейтер М.А. Англицизмы в русском языке: история и перспективы: пособие для иностранных студентов-русистов. –Владивосток: Диалог – МГУ, 1997. – 155 с.
Листрова-Правда Ю.Т. Отбор и употребление иноязычных вкраплений в русской литературной речи конца XIX века. -Воронеж, 1986. - 142 c.
Berkely. - Los Angeles, 1963,р.102-104
Huttle-Worth G. Foreign Words in Russian. A Historical Sketch. 1550-1850.
Дьяков А. И. Деривационная интеграция англицизмов в русском языке конца 90-х годов XX века в функциональном аспекте. Автореф. дис канд. фил. наук. -  Барнаул, 2001.
Bloomfield L. Language. - New-York, 1965
Кравченко А.В. О традициях, языкознании и когнитивном подходе // Горизонты современной лингвистики: Традиции и новаторство: сб. ст. М., 2009. С. 51- 65.
Аристова В.М. Англо-русские языковые контакты. - Л.: Изд-во ЛГУ, 1978.- С. 44-47.
Ожегов С.И., Шведова Н.Ю. Толковый словарь русского языка. - М., 1994.
Сидоренко С. Г. Функциональные и типологические особенности английских заимствований лексико-семантической группы "наименование лица" в современном русском языке. Автореф. дис… канд. фил. наук. -  Ставрополь, 2005.
Аристова В.М. Морфологическая структура английских слов в русском языке - М:МГУ, 2001-202 с
Брокгауз Ф. К., Ефрон И. Д. Иллюстрированный энциклопедический словарь. - М.: Эксмо, 2006
Clark H.H. Using language. Cambridge, 1996.
Н.М. Шанский, В.И. Зимин, А.В. Филиппов.Школьный фразеологический словарь русского языка: Значение и происхождение словосочетаний: - М.: Дрофа, 1997. - 196 с.
Лукьянова Н.А. Современный русский язык. Лексикология. Фразеология.
http://www.slovoborg.ru 
http://www.classes.ru/ 
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