Cizojazyčné prvky v současné ruské internetové reklamě (v oblasti vzdělávání)

Title in English Foreign Features in Current Russian Online Advertising (in Education)

RYSOVÁ Kateřina

Year of publication 2020
Type Article in Periodical
Magazine / Source Philologia Rossica
MU Faculty or unit

Faculty of Arts

Keywords online advertising; Russian advertising; Education; loanword; vocabulary; internationalism; anglicism
Description There is strong tendency to internationalizing current Russian language that manifests itself also in current Russian online advertising. The article concentrates on the foreign features in advertising texts. It analyses lexical components of Russian advertisements (focusing on Greek-Latin internationalisms and anglicisms, or americanisms) and the role of the foreign features in current Russian advertising, especially in view of the specifics of online setting and advertisement in the field of Education. The foreign features include not only loanwords adopted wholly from different languages, but also foreign components, used for word-formation of new vocabulary.
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