Wang Z. Anglo-Americanisms in contemporary advertising discourse: communicative and pragmatic aspect.

The object - Anglicisms of different levels of adaptation, operating within the Russian language advertising discourse (the 1990s-2010s). The aim - to identify formal, semantic and pragmatic features as well as unique characteristics of Anglicisms in advertising texts, determine the extent and nature of their influence on the modern Russian language. Methods - the method of continuous sampling, derivational and morphological analysis, componential analysis, experimental, correlation analysis and sociolinguistic interpretation. The thesis presents a comprehensive analysis of the semantics, pragmatics and specific features of the functioning of Anglo-Americanisms in the advertising text. It focuses on such issues as the factors that brought about the activation of the borrowing process in the modern Russian language, sources and ways of borrowings, the scope of their use, mechanisms and degree of their assimilation in the recipient language. It also analyses the unique characteristics of the advertising text as a particular type of discourse and describes its structure. The thesis elucidates the role of the slogan and pragmatonim as the key components and the distribution of illocutionary speech acts in different types of slogans; explicates the role of linguistic techniques and means of different levels in creating advertising texts, in particular slogans; as well as demonstrates the dependence of their use on the purpose and objectives of the advertiser, as well as on the socio-psychological characteristics of the potential buyer of the advertised product. The research presents lexical and thematic characteristics of Anglicisms in the contemporary advertising, which made it possible to find out which segments of the Russian linguistic image of the world are the most exposed to the influence of Anglo-American culture as well as the role of Anglo-Americanisms in changing the axiological worldview of contemporary Russian speakers. The sphere - lexicographical practice, learning process.