Mozovaya I. Borrowed lexis in the present-day Russian-language ads in the informative and socio-cultural aspects.

The object is informative and axiological field of advertising discourse, formed by another language lexicon and revealed in practice of commercial advertising. The aims are to detect, study and descript the informative and socio-cultural meanings of another language lexicon in Russian advertising of the late XX - early ХХІ century. The methods are linguistic observation and comparison, context and component analysis, functional approach. The main approaches to the up-today interpretation of advertising have been analyzed. The basic lingual-stylistic peculiarities of ads have been established. The structure and types of loan words, that beyond any doubt gain importance for the modern ads. The informative potential and functional originality of using borrowings in ads have been studied. Socio-cultural importance of loan words in the Russian-language ads of the late XX - early XXI century has been determined. The principal culture-language consequences of the borrowing process and its pragmatic conditions in the modern Russian-language ads have been revealed and described. Application spheres are the training courses and lexicographic practice.