LINGUISTIC AND EXTRALINGUISTIC FEATURES OF ENGLISH LANGUAGE BORROWINGS IN RUSSIAN. ADVERTISING BEING A SUGGESTIVE CHANNEL OF ENGLISH LANGUAGE BORROWINGS

Abstract

The article contains a brief outline of reasons, paths and methods of borrowings. The paper is focused on advertising channel being the way of English language borrowings absorption. Suggestive characteristics of an advertising text and psycho-linguistic factors removing barriers of Russian-speaking recipients to perceive English advertisements are listed here. English and Russian advertisements are analyzed in the paper as well as hybrid texts containing neologisms composed of components of the two languages. Advertising texts are evolutionizing and placing higher demands on the recipient’s background knowledge due to the potential to catalyze in his consciousness numerous associative regions as a result of existential, lingual and bilingual presuppositions.