ON SPECIFICS OF ASSIMILATION OF BORROWINGS IN THE GERMAN ADVERTISING MEDIA DISCOURSE (BY THE EXAMPLE OF THE NOUNS BORROWED FROM THE ENGLISH PROFESSIONAL SLANG OF THE SPECIALISTS OF AN ADVERTISING FIELD)
Banshchikova Mariya Aleksandrovna
Peoples’ Friendship University of Russia
Abstract. The article analyzes English professionalisms in the German professional slang. Taking nouns as an example the author examines the problems of assimilation of the borrowed English professionalisms in advertising media discourse by the material of the modern German newspapers and magazines. The paper analyzes methods for assigning gender and specifics of declination of English professionalisms, and also touches on the problem of forming the plural of the borrowed nouns.
Key words and phrases: ассимиляция, интеграция, англоязычное заимствование, профессионализм, assimilation, integration, English borrowing, professionalism
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