ON ENGLISH-LANGUAGE BORROWING AS LANGUAGE PHENOMENON (BY THE EXAMPLE OF ENGLISH-LANGUAGE PROFESSIONAL JARGON IN GERMAN ADVERTISING MEDIA DISCOURSE)
Banshchikova Mariya Aleksandrovna
Peoples’ Friendship University of Russia, Moscow
Abstract. The article analyzes the English-language borrowings in the German professional jargon. The author considers the direct, translated, mixed borrowings, pseudo-borrowings, etc., and analyzes the borrowings formed by means of abbreviation, and also phraseological borrowings. The analysis of the material shows that among direct borrowings a large group is created by the English-language professionalisms, formed with the help of abbreviation, and acronyms are the most common method of abbreviation; phraseological units represent a significant part of borrowings from professional jargon, and phraseological cluster is the main part of these combinations.
Key words and phrases: заимствование, англоязычное заимствование, профессиональный жаргон, профессионализм, рекламный медиадискурс, borrowing, English-language borrowing, professional jargon, professionalism, advertising media discourse
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