SPECIFICS OF DENTAL TERMINOLOGY GENESIS IN EDUCATIONAL TEXTS OF ADVERTISING DISCOURSE
Mzhel'skaya Ol'ga Kirovna, Plotskaya Yuliya Valer'evna
Plekhanov Russian University of Economics (Branch) in Omsk
Omsk State Medical Academy
Abstract. The article is devoted to the consideration of dental vocabulary terminological systems in the German and English languages in the aspect of using the metaphorical and nonmetaphorical terms in advertising and educational texts. The authors conduct a review of advertising texts of leading manufacturers of oral care products, extract the terms-metaphors from advertising and educational texts by continuous sampling, and compile the tables of terms-metaphors in the English and German languages, their translation into the Russian language, and the comparison with scientific terms of the Greco-Latin origin. Special attention is paid to the metaphor as a productive way of semantic derivation.
Key words and phrases: терминологическая система, метафоризация, ассоциативные связи, дублеты, языковая картина мира, terminological system, metaphorization, associative links, doublets, language worldview
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