PECULIARITIES OF BORROWED VOCABULARY FUNCTIONING IN THE TATAR ADVERTISEMENTS
Fakhretdinova Gul'naz Nurkhametovna
Kazan National Research Technological University
Submitted: 06.10.2019
Abstract. The article examines the peculiarities of borrowed vocabulary functioning in the Tatar advertising texts. Transformations of borrowed vocabulary in the Tatar advertisements occur at orthographic, phonetic, morphemic, lexical levels; there are hybrid texts where the original Russian orthography or graphical arrangement are preserved. The Russian-European vocabulary prevails in advertisements of building supplies, motor vehicles, banks and healthcare institutions, in nomination of goods and services. The Arabic and Persian borrowings are frequent in religious advertisements. The research material includes the Tatar print advertisements and radio advertisements.
Key words and phrases: татарский язык, иноязычная лексика, заимствования, лексико-тематическая группа, экспрессия, радиореклама, печатная реклама, Tatar language, foreign vocabulary, borrowings, lexico-semantic group, expression, radio advertisement, print advertisement
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Русский
