The article deals with the English loanwords in the German language. A short overview of the history of English borrowings in German is given. The reasons for penetrating English words into German are under consideration. Also different types of loanwords, the so-called, Denglisch (DEUTSCH + ENGLISCH), and the spheres of their active use are analyzed. Данной статья посвящена проблеме заимствования английских слов в немецком языке. Подробно описаны причины проникновения английских слов в немецкий язык. Рассмотрены основные типы заимствований, так называемых Denglisch (DEUTSCH + ENGLISCH), и проанализированы сферы их активного использования

Stepanova, A. A.

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63???????????. ?., ?????????????????????????????????????????????????????????????????????????E-mail: natali.shkuratova@mail.ruShkuratova N. V.TYPES, GENRES AND FORMS OF ENGLISH ADVERTISING TEXTThe given paper is devoted to studying and investigating of specific features of advertising texts. Timeliness is deter-mined by need to study advertising text as a special type of the functional literary language. Based on analyses of theoretical stud-ies, different types, genres and forms of advertising text are considered.Keywords: printed advertising text, types, genres, forms.Shkuratova N. V., studentNational Research Tomsk Polytechnic UniversityE-mail: natali.shkuratova@mail.ruStepanova A. A.ENGLISH LOANWORDS IN GERMANThe article deals with the English loanwords in the German language. A short overview of the history of English bor-rowings in German is given. The reasons for penetrating English words into German are under consideration. Also different typesof loanwords, the so-called, Denglisch (DEUTSCH + ENGLISCH), and the spheres of their active use are analyzed.Keywords: loanwords, anglicism, Denglisch, lexicon, adoption.Needless to say, the vocabulary of any language most sensitively reacts on the changes happening in the soci-ety. New phenomena arise and disappear, some of them become fashionable, and others, on the contrary, get obso-lete. All these processes are reflected, fixed in a dictionary. It is known that the occurrence of loanwords in any lan-guage is the evidence its development. Adoption increases lexical richness of the language, serves as a source of newroots, word-formation elements and exact terms, and is a consequence of the events taking place in human life. In themiddle of the XXth century scientists observed a noticeable increase in lexical loans in the German language, mainlyfrom the English language. First of all, it can be explained by the global spread of English and the prestige of its use.Since 1990th years, the increase of the English lexicon in German advertisement has been the result of the intensifica-tion of the international relations globalization process, the expansion of the language contacts and the global popu-larization of the English language. Today English having become a universally recognized leading language of theinternational communication is intensively used by people over the globe in numerous spheres of human activity. Inrecent years more and more English words get into the German language. For example, Germans quite naturally usesuch anglicisms as Jogging, Live, Basketball, Airbag, Mountain bike, etc.ANGLICISM is a word or a locution in any language borrowed from English or produced on the model of theEnglish word or expression.Loanwords are the words as well as the word elements, or individual expressions in the language borrowedfrom other languages as a result of communication of people with each other. Owing to the fact, that the worldchanges, people and languages are changing too.The distinctive features of the words borrowed from English are:? They have been borrowed during the last decades and represent the last wave of foreign- language influ-ence and are, thus, the most characteristic for modern German.? They expand all the spheres of the language functioning and are used by Germans irrespective of age, a so-cial status, etc.? They are borrowed not only in German, but also in other languages as the international communication iscarried out mainly in English today.The linguists of German assert that it is very difficult to estimate the exact number of loanwords in German.The fact of the matter is that it is still not known, how many words the German language has. What part do the loan-words make up? How often are English loanwords used in modern German? If German vocabulary numbers ap-proximately 300000–500000 words, the quantity of all loanwords is 100000 words. The majority of loanwords arenouns, followed by adjectives, verbs and other words. The number of English loanwords in advertisements makes up4 % of the used words.The experts standing up for the language purity note an impetuous displacement of the German lexicon byanglicisms. As a result, many Germans have already forgotten how to speak literary German using instead a peculiarhybrid of the English and German languages. In fact, the scientists are afraid that modern Germans hardly will beable to understand their own language fifty years later.64There are some reasons for penetrating English words into the German language:? All countries of the world are in close connection with each other. The events, (wars, revolutions, new po-litical regimes) that one of the countries experiences, influence the political life in other countries and bringnew lexicon, concepts and expressions.? It is possible to find many anglicisms in various professional spheres such as sport, music, economics andtechnology. The examples are: Fan, Match, Job, Team, Computer, Know-how, Holding and so on. As thesespheres are under the influence, new terms appear based on the new technologies, mainly from the USA.? The linguists explain introducing foreign words into German by the fact that some things, concepts, objectsborrowed from abroad have no equivalents and can be defined only by means of description using phrases.Besides, all languages strive toward brevity. Many English words are shorter and more convenient in pro-nunciation than German ones, for example: «Jointventure» – «Gemeinschaftsunternehmen»; «Manage-ment» – «Unternehmensleitungen». In this case, the Anglo-American terms are more easy-to-use than theGerman equivalents which are too difficult to describe these concepts. Theodor Adorno wrote: «It is betterto use foreign words when a literal translation is impossible».? It is known also that the Anglo-American vocabulary contains approximately 700000 lexical units, whilethe German vocabulary has only about 400000 words. Therefore there are many concepts which have noequivalents in German. Perhaps, the point is that English has become the language of world communicationdue to its international value and its spread in the spheres of economics, science, culture, fashion and sport.? There is an opinion that anglicisms are often used for boasting or creating some image, when interlocutorswant to underline their social status or intellectual level, or like to demonstrate the belonging to young peo-ple and up-to-dateness. It is noticeable that numerous anglicisms have the exact and expressive equivalentsin German: «Lover» would not be better than «Liebhaber», «Verlierer» would not be worse than «Loser».There are so-called «Denglisch» (Deutsch + English) which have different types of borrowing:? Direct borrowing without changing the word meaning: Talkshow, CD player, Team, Meeting, Sprint, Jeans.These words have come to German without changing their spelling structure. Moreover, a new word canoften force several German words, actively used before, out. For example, the word ‘ticket’ has taken theplace of a number of German words, such as «Fahrkarte», «Flugschein», «Strafzettel».? Terminological synonyms exist together with the names which are available in the language and competewith the German synonyms: «Leasing» – «Vermietung»; «Marketing» – «die Massnahmen einesUnternehmens»; «Consulting» – «der Berater»; «Investor» – «der Investitionstrager»; «Slang» – «dieUmgangssprache»; «User» – «Nutzer».? The mixed word formation, when complicated words have one part borrowed from English, and anotherpart – from German word: «Powerfrau» – «Geschaftfrau»; «Livesendungen» – «Sendungen uber dasAlltagsleben»; «Reiseboom» – «grosse Reisenachfrage».? Pseudo-anglicisms are loanwords formed from English words, but are used in other sense in German. Theyare called ‘false friends of the interpreter. Linguists note that a third of the anglicisms existing in Germanhave been borrowed with a partial meaning. This arises from the fact that one word meaning is used in theprocess of borrowing. It can cause the value narrowing, for example, the expression «Swimming pool»means all pools in the English language, while in the German language it defines the pools in the yard ofprivate houses or in hotels. «Drink» means any drink in English, while in German it is only a blended alco-holic drink. «Oldtimer» means «an old man» in English, «a rare model of the car» in German. «Shorty»signifies «a person who is not tall» in English and «female pajamas with shorts» in German.As for the prevalence of using anglicisms, we can observe their total penetration into all spheres of life inGermany. The most common spheres are:? Advertising, in which English and American concepts are willingly used to propagandize another way oflife and to present the spirit of the ‘desired and beautiful’ world to clients. Advertising agents suppose thatit is more pleasant for Germans to buy Lotion, Snacks, Conditioner. The advertising lexicon is widespread:Slogans, Marketing, Corporate Identity, Promotion, Image, Message;? Technology, especially the world of computers and the Internet which leaves a special trace on the lan-guage, e.g., mouse, e-mail. «Rechner» has turned into «computer», «Speicher» into «Memory», and «Bild-laufleiste» into «Scrollbar». Previously the German language borrowed such technical anglicisms as: Air-bag, Display, Play Station, Joystick, etc.;? Sport, which extends at the expense of typically American sports. Thereby the corresponding conceptsmaking the communication and mutual understanding between the athletes and fans easier penetrate intoGerman, for example: the word «Surfing» (sliding on a surf water crest on a special board) has lead to cre-ating a thematic group including such words as: «Surfboard», «Windsurfer», «Surfen». Sportscasters havefilled the lexicon of sports fans up with the following words: «der Libero» (free player), «der Hobby-Sportler» (amateur athlete). Also such concepts as «Jogging», «Golf», «Football», «Tennis», «Handball»,«Bodybuilding», «Cross», «Start», «Aerobic», «Fitness» are included into the daily speech;? Art and music which have been replenished with the new trends: «Action-Painting» (abstract Americanpainting), «Pop-Art» (pop art); the art of decorative poster has caused the introduction of the word «der65Poster», «Rock Current» has become popular in music. In addition, the words Videoclip, Remix, Rap, Punkrock have been adopted in Germany;? Besides, there are other spheres where anglicisms are actively applied: in mass media – Feature, Pay-TV,Primetime, in the cosmetic industry – Fluid, Eyeliner; in the world of fashion – Fashion, Dress, Boots.In conclusion, it should be noted that there are different opinions about the borrowed words – people have di-vided into two camps: people who support this idea and people, who are strongly against it.The author of the paper belongs to the first type of people believing that the language is a phenomenon, whichis constantly changing. It is able to self-purify and get rid of unnecessary borrowings. Eventually some loanwordswill go out of use, or will become the main part of language, thus enriching it. Perhaps in the years to come the Ger-man language will slightly change, and we will face other, unstandardised in our understanding, grammar and pho-netics. Who knows? Time will show.Scientific adviser Yu. P. Azhel, senior lecturer of TPUStepanova A. A., studentNational Research Tomsk Polytechnic UniversityE-mail: stepanova-sasha00@mail.ru???????????. ?.??????????????????????????? ???????????????????? ??????? ?????????? ????????? ?????????????? ??????????? ????? ?? ????????? ?????. ????????? ????????????????????????????????????????????????????????????. ???????????????????????????????????????, ??????????????Denglisch (DEUTSCH + ENGLISCH), ???????????????????????????????????????????????????.??????????????: ????????????????????, ??????????, ???????????????????????????????????????????????????,???????, ?????????????.???????????. ?., ?????????????????????????????????????????????????????????????????????????E-mail: stepanova-sasha00@mail.ruNekrasova T. D.PROPER NAMES IN THE WORK «DAVID COPPERFIELD» BY CHARLES DICKENSA proper name is of great importance in culture and human life. According to a number of philosophers, there is a closeconnection between the name of the person and the events that happen in his life. In the literature names are not less importantthan images. In any text proper names are chosen by the author not casually. In the works by Ch. Dickens the proper names are anintegral part of the characters’ images. The author named the heroes after careful consideration. In this article a special attention ispaid to the analysis of the proper names used in his novel «David Copperfield» and on the basis of the received results the conclu-sion about the role of the proper names in the text is drawn.Keywords: proper names, images, personality of David Copperfield, Charles Dickens's works, sinister figures, charac-ters, to embody.What is actually the name of a human? According to some philosophers, name is a thought-form, which hasits  own energy potential  and contains  some specific  idea.  The  philosopher  A.  F.  Losev says  that  when people  askabout  a  particular  person,  they  also  ask  about  the  name.  Name  is  purely  social.  Name  of  the  thing  speaks  loudlyabout the thing itself. It does not allow thing to be in complete isolation. This is its sign and label. There are alwayscertain associations with the heard name. The name to some extent determines the character of its carrier [1].The magic of the name has always attracted people’s attention. It has been felt that the name of the person in-fluences his character, helping its development or slowing it down. People have known that the name affects the per-son whether he admits it or not. The philosopher P. A. Florensky writes that «there is a secret and inexplicable har-mony between the person's name and the events of his life» [2].In Ch. Dickens's novels the proper names are an important part of heroes’ images. The author resorted to us-ing certain names and surnames for images to strengthen and achieve understanding of the main idea. In the presentarticle the novel «David Copperfield» (The Personal History, Adventures, Experience and Observation of DavidCopperfield the Younger of Blunderstone Rookery) by Charles Dickens is under consideration.For adequate understanding of the novel, it is necessary to penetrate into the essence of the names chosen bythe author. This requirement also determines the relevance of this work. The purpose of the article is to reveal therole of the proper names in Charles Dickens's works.To achieve the goal the following problems have been solved: the role of the proper names in culture and hu-man life has been studied; the role of the proper names in the art text has been analyzed; the analysis of the proper

English loanwords in German

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