Anglicisms in Russian and Czech marketing terminology

Vol.32,No.4(2022)

Oksana Dunajeva

https://doi.org/10.5817/OS2022-4-4

Stable URL (handle):
http://hdl.handle.net/11222.digilib/digilib.77061

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Abstract
The article provides insight into the emergence of new marketing vocabulary in Russian and Czech languages. The general trends of the emergence of new terms in the given languages are characterized in this paper. The research is based on the assumption that most of marketing terminology is taken from English in both languages. Special attention is paid to the role of transcription and transliteration in the process of forming Russian and Czech marketing terminology. The aim of the research was to find out to what extent are own marketing nominations created in Russian and Czech for terms that were previously directly taken from English.

Keywords:
marketing; terminology; transcription; transliteration; loanwords

Pages:
45–58
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