Structural Features of English-American Borrowed Advertising Terminology in the German Language and Ways of Its Translation into Russian
Prytkova Oksana Al’bertovna, Shuytseva Inga Al’fredovna
Omsk State Technical University
Submitted: 06.07.2022
Abstract. The aim of the study is to determine structural features of English-American borrowed terms in German advertising terminology to identify ways of its decoding by experts in this field of knowledge. The article presents the results of studying structural features of the German advertising terminology of Ame¬rican origin and ways of its translation into Russian. Scientific novelty consists in examining directly borrowed advertising terms in the modern German language, including the terms that are not recorded in dictionaries, and in analysing word formation for this terminology. As a result, the main structural types of English-American borrowed terms, as well as a model of compound syntactic terms atypical for the German language have been identified. Methods for translating borrowed advertising terminology into Russian have been proposed.
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