THE PECULIARITIES OF ENGLISH MARKETING TERMS FUNCTIONING IN THE UKRAINIAN LANGUAGE
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 31, Issue
Abstract
The proposed article is devoted to the research of the peculiarities of English marketing terms functioning in the Ukrainian language. All terms of marketing form a certain system, within which they interact with each other and the system as a whole. Special attention is paid to the imagery of marketing terminology, which is the result of creating terms on the basis of metaphorical transfer of meanings, and the lack of natural selection of one of the variants of the designation of a certain phenomenon, of course, complicates the work of translators in this branch of science. The article mentions that the terminology of marketing in the Ukrainian language draws attention to the amount of borrowed vocabulary due to a number of causes of linguistic and non-linguistic characters. Mainly, this phenomenon is associated with the development of science of marketing in Ukraine, based on the experience of foreign colleagues and the lack, almost complete absence, in the Ukrainian language of its own terminology on marketing. The article deals with the borrowing of terms from the English language presented in two forms: graphic borrowing and morphemic copy of the term. Borrowing contributes to the internationalization of vocabulary, which, in opinion of the cooperation of domestic experts with foreign specialists, plays a positive role, but, on the other hand, enriches the language with the forms and structures that are not characteristic of it, violates the system of the Ukrainian language, replaces its own word-formation elements. Despite such broadening of views, terminology of marketing continues to be actively replenished with English-language borrowings, and borrowed terms are gradually mastered in our language being assimilated. The necessity of further study of the marketing terms as for the dynamic development of marketing in Ukraine is proved.
Authors and Affiliations
Kateryna Sheremeta
Keywords
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