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Abstract. The article examines the content of the notion of the informational essence of English-language loan words. The cognitive and connotative components are described; the examples of English-language loan words, taken from the Russian advertising texts (by the material of the printed advertisement) are presented and analyzed. The authors come to the conclusion that depending on the presence these or those components in the loan words Anglicism may either give a definition or new knowledge (cognitive component), or give the definition and the stylistic characteristics (connotative component).
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Key words and phrases: когнитивная составляющая, коннотационная составляющая, информационная сущность, англоязычные заимствования, рекламное сообщение, cognitive component, connotative component, informational essence, English-language loan words, advertising message
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Русский
