МИНИСТЕРСТВО
ОБРАЗОВАНИЯ РЕСПУБЛИКИ БАШКОРТОСТАН
УПРАВЛЕНИЕ
ОБРАЗОВАНИЯ МУНИЦИПАЛЬНОГО РАЙОНА
ТУЙМАЗИНСКИЙ РАЙОН
РЕСПУБЛИКИ БАШКОРТОСТАН
МУНИЦИПАЛЬНОЕ
БЮДЖЕТНОЕ ОБЩЕОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ
СРЕДНЯЯ
ОБЩЕОБРАЗОВАТЕЛЬНОЯ ШКОЛА Д.НУРКЕЕВО
МУНИЦИПАЛЬНОГО
РАЙОНА ТУЙМАЗИНСКИЙ РАЙОН РЕСПУБЛИКИ БАШКОРТОСТАН
Исследовательская работа
“MOTIVATION OF THE USE OF ENGLISH IN THE SPHERE OF BUSINESS”
НОМИНАЦИЯ: «Лингвистика. Английский язык»
Выполнила
Тухватшина Гульшат,
ученица 9 класса
Руководитель
Биктимерова Л.Б.,
учитель английского языка
Туймазы-2014
Content
Introduction………………………………………………………..3
Chapter I. The reasons for borrowing English
words in modern Russian language……………………………………………………………4
Chapter II. Russian or English
2.1. Runglish; A mixture of Russian and
English………………….6
2.2. Brands names………………………………………………….7
Chapter III. Practical part
3.1. Sociological survey……………………………………………9
3.2. Analysis and systematization of
language phenomen…………9
3.3. Creation of a dictionary………………………………………11
Conclusion………………………………………………………..11
List of the used literature………………………………………….12
Appendixes………………………………………………………..13
Introduction
All languages change constantly. They evolve
and grow. They adopt words from other languages, recycling them and creating
new meanings, while at the same time losing old unused words on their way. It’s
funny how we notice that we talk slightly different from older generations and
younger generations talk slightly different from us.
Languages change due to the variety of
many different reasons. One of the reasons is adopting words from other
languages. Russian has adopted many words from English . These words are called
Anglicism.
What is Anglicism? In encyclopedic dictionary of Brockhaus and Efron Anglicism
is seen as «the peculiarity of the English language
transferred into another language» [2, с. 45].
Due to the cultural, industrial and
economic development, growth of tourism and emergence of the Internet,
Anglicism has become and is still becoming increasingly popular in Russian
language within the last two decades.
Novelty of the research theme is
determined by the importance of English in the life of Russian society.
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The
purpose of this work is to study and clarify the reasons for the use of Anglicism
and English trademark in Commerce (on the example of the shops names, the
goods shops “ Apelsin, Optima”, Office supplies, computer equipment)
To
resolve this problem, there were the following tasks:
1.
Examine the literature on this topic
2.
Find out the attitude of the examined phenomenon of my classmates
3.
Review and analyze the British trademarks and Anglicism in stores
4.
To find out how deeply and why the English words entered the Russian
language
5.
To stimulate interest in learning English
6.
Sum up the results of work
The
object of research – anglisizms in the sphere of business: consumer goods
in stores, the trademarks, the names of clothing, household items, food
products of the shops, brands.
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|
The subject of research-motivation of the
use of English in the sphere of business.
The following methods and techniques were
used to solve these tasks:
1. Analysis of literature
2. Sociological survey
3. Reception of the systematization and classification
4. Descriptive method with the methods of observation of linguistic phenomena
5. Creation of a dictionary
Hypothesis: English
is found everywhere: in the media, in the names of shops, in science and
technique. The names of most goods in the shops are given in English.
We assume that Anglicism in our speech at
the present stage of development of society is inevitable. Moreover,
English is a means of development of economy in our country and it is necessary
motivation of its learning. Let’s find out whether it’s right.
The practical value of work consists
in the possibility of use of the material and the results of this study,
English language lessons, and upon further study of foreign borrowings.
Chapter I
Why English words penetrate into modern
Russian language?
In the historical development of human,
languages have constant connections with each other. Today Anglicism penetrates into
the Russian language rapidly in large quantities. In our days, English has
become the language of international communication. Since the 90
years it is seen the various advances of borrowings. There are many
words of English origin in all spheres of modern life. We use them in jobs,
physics, medicament, sport, computing, and art.
What are explanations for the flow of
English words in the Russian language? We will found the most significant in
our viewpoint:
Global trend towards the
internationalization of the lexical Fund;
The growth of the business, scientific,
trade, cultural relations of Russia with other countries, foreign tourism, the
participation of Russians in the Olympic Games, international film festivals,
fashion shows and etc.
The global market development, Economics,
information technology has led to the emergence of new terminology (language,
computer, Economics, Finance, Internet). We got several new goods that require
name: e-mail, Internet, laptop drive, bytes, and a website. And it is easier
for us to use existing words of another language than invent new ones.
The trend, the knowledge of
English is greatly important now. As Aristova
V.M. wrote in her article “English-Russian language contacts” «that while using
Anglicism, Russian people
wanted to look fashionable, prestigious, win the respect of the interlocutor. They
are sure that the word «shopping» sounds more expressive than the expression «поход за покупками», and also like to
use in his speech the words: presentation, rating, briefing, shop-tour, killer,
talk shows, showman, and brain-ring.”[1,c.4]
The well-nigh significant
cause is
the undeniable global leadership of the USA in many areas of modern life.
The absence of more precise name (or his
loss with borrowing), and so now, 15% of the latest Anglicism firmly
established in the dictionary of business people.
The condition to exist with the support of
English words descriptive moments(termopot , coffee maker in one,
peeling-cream - cream, cleaning the upper layer of the skin, quiz - radio - or
TV game of questions and answers on a variety of topics with prizes).
The demand to name the meaning of the words
sandwich, hamburger, fishburger, cheeseburger, chickenburger, and so on.
The sources of the Russian language of
English words: They are:
- Advertising - one of the main sources of
English words in Russian. Domestic advertising agencies often do not have the
experience of the ad creation, and therefore copy the English-language ads,
filling the Russian-speaking advertising texts by English words: стимер, roster, trimmer,
pager, electronic immobilizer, spoiler, a shock sensor, locker, snooker, pool,
squash;
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- The Internet. The increase in the
number of Internet users has led to the spread of computer lexicon: homepage,
e-mail, CDROM, chat, bits, bytes, disk, cursor, USB flash drive;
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- The cinema. The
popularity of Hollywood movies has led to the emergence of new words in our
vocabulary: horror blockbuster, Western, Prime time, cyborg, the terminator;
- Music. The perception of the USA as a center of musical fashion led to the
emergence of such words as: hit single, a remake of the track, sound track,
poster etc;
- sports vocabulary: bowling, diving, skateboard, snowboard, biker, shaping, and
fitness;
- Cosmetic terms: lifting, peeling, peeling;
Chapter II Russian
or English?
2.1 Runglish; A mixture of Russian and
English
In the process of world globalization we
can easily notice mixing of national cultures, special features of definite
nations etc. Due to its being so wide-spread, English became the most popular
language in the world. This fact caused appearing of a brand new language
phenomenon such as mixing. Runglish is considered to be a neologism used to
denote English with Russian manner. Firstly this definition was used in 1982 by
Arthur Clarke in his novel “2010: Odyssey Two” where he described a new
language that was spoken by Russian and English cosmonauts that during their
flight began to mix their languages. Runglish «is also used informally to
describe the variety of English spoken manner of native Russian speakers.
Singular marks of Runglish may be detected in
pronunciation, vocabulary, and grammar, and in each occasion copy the individual
caracteristic of Russian being applied to English. There are some oddity of
pronunciation. Runglish speakers use plural form instead of singular and vice
versa: People is working.
Your
advices are good ;
Runglish doesn’t have Perfect Tenses; the
speech is simple because of using Simple Tenses and rarely continuous: I
lost my umbrella, did you see it?
Instead of :
I’d lost my umbrella, have you seen it? ;
English words can easily became a root for
Russian word thus forming a neologism:
Дай я по драйв ю
. ( to drive )
Можно я твой
карандаш по юз аю? (to use).
Nowadays this linguistic problem is very pushing.
It is not completely studied by the linguists so it is necessary to perform
further investigation. As Anglicism begins to penetrate rapidly into Russian
via immigrants, tourists, English broadcasting and, certainly, via Internet
after the birth of this mixture, day after day it becomes more and more popular
among young people, especially Internet users.
On the other hand, having such a mix of
languages, it’s necessary to think over about the purity of the languages, and
to prevent popularization of such a strange phenomenon which appeared because
of lack of the knowledge.
Today Runglish is regarded as a real
threat for the purity of the language which is caused by a great quantity on
non-Russian origin of the words that is why Runglish sometimes can be sneered
with scepticism.
Runglish has appeared because most people
prefer to think in Russian, and then translate thoughts into English literally,
and as a result they give something strange and understandable to the speaker
of English.
To avoid such situations, learn to think in English and building phrases all
the rules of a foreign language.
2.2 Brands
names
Since the Soviet times our buyer has had an
imagination that foreign brands can serve as the global benchmark for quality.
Not everyone could buy these items. Today you can find various goods on the
shelves, which are produced by firms with foreign names, but few people realize
that they are actually made in Russia. Today's entrepreneurs found a way out of
this situation and they began to create a «European quality at affordable
prices» - products of China, Polish and Russian, production with beautiful
foreign names. While making a purchase some people are interested in the
producer country, but, nevertheless, they trust bright and memorable foreign
brand name. I would like to give some examples of well-known brands in the
different spheres of production, which have won the trust of customers
only due to the English names of brands.
The owner of the brand “Vitek” is Andrey
Derevyanchenko. The name comes from the words vita and tech, which means life
and technology. Appliances “Vitek” initially positioned as a high-quality and
cheaper goods (price reduced on 10-15%), in comparison with other well-known
brands. [1].
Brand “Scarlett” (joint venture of Chinese and
Russian entrepreneurs) is a manufacturer of the most purchased in Russia
dummies, registered in England in 1996 and named in honor of Scarlett O'hara
Hamilton Kennedy Butler. The main buyers of this equipment are women, who are
interested in reading classics and watching romantic movies.
Brand Rolsen was invented in 1995 by Sergey
Belousov.
Trade mark Kaiser is on the market as a German
company since the mid-90s and invented Pavel Loginov. This trade mark is
successfully selling large kitchen gadgets, a technique that is produced at the
same plant in Poland that produces products under the brand Hansa.
Well-known brands Greenfield,
Tess, Jardin belong to the St. Petersburg company «Orimi Trade” and Curtis
& Patridge to the manufacturer «May».
Ketchups and sauces Mr.Ricco are produced in
Tatarstan, Kazan. In communication, however, they always try to create Italian
atmosphere.
Pasta Grand di Pasta – Macfa’s brand . On the
front side of the package it is impossible to find a single Russian word, to
give customers the impression that they buy Italian pasta.
A China shop with German name “Gipfel, there is
in a nearly every
hypermarket, but only in Russia. Cookware
“Rondell”, cigarette “Kiss”, stationery “Erich Krause” and window profiles
“Proplex” are also produced in Russia.
Clothing
and shoes.
Russian-Israeli company SELA Corporation was
founded by two brothers who were born in Leningrad, Boris Ostrobrod and Arkady
Pecarevski in the early 90s.
Carlo Pazolini Group is the name of the Russian
company, which has its own Shoe factories in Russia and China and a network of
shops.
TJ Collection
, Chester and Carnaby.
All three brands are Russian, and the brand
name TJ is the abbreviation of the names of the owners, Timur and Yulia.
Clothing brand Gloria jeans is made in Rostov.
Petersburg firm «August Plus» produces and
sells women's clothing under the brand name “Oggi” . It is a very restrained
and simple, but, on the other hand, fashionable and graceful. The word “oggi” -
Italian («Today»), so that shoppers generally considered to mark the Italian.
Shoes “Ralf Ringer” traditionally consider
whether German, or Austrian. But actually it is produced at factories in
Moscow, Vladimir and Zaraisk.
Shoe network “Tervolina” also does not hide the
place of production: shoes they sew in Togliatti factory «Leader».
“Camelot”, brand ultra-modern youth clothes, is
also made by Russian company in China and Polland.
“Baon”, “Savage”, “Incity”,” Egle”, “Corso
Como”, “Paolo Conte”, “Weatland”, “Tom Klaim” are also Russian brands , and
hundreds of others.
In conclusion, it is necessary to break the
existing stereotype thinking about quality foreign goods. Modern Russian
manufacturers managed to find a brilliant and least expensive method to
increase the demand for domestic goods, and they have proven that they can satisfy
the demands of consumers which no worse than its foreign competitors. But this
success is due to the English names of the brands. (appendix 3)
Chapter III Practical
part
The purpose of this work is to study and
clarify the reasons for the use of Anglicism and English trademark in Commerce
(on the example of the goods shops “Apelsin”, “Optima”, Office supplies,
computer equipment)
3.1. Sociological survey (appendix1)
In order to clarify the opinion to English
trademark students of our school conducted a survey.
The results of the survey are reflected in
the table:
We interviewed 44 people.
The results showed that most students have
a positive attitude towards the use of English words and English names in the names
of the goods and most of them try to translate them into Russian in order to
know the meaning of the goods names. But despite the fact that they like the English
names of the goods they prefer to buy the Russian ones.
3.2. Analysis and systematization of
language phenomena
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A
role of propaganda and establishment of foreign words in the vocabulary plays
their constant use in advertising, advertisements, and labels. There are
products with English labels :( Appendix 2)
«Milky Way» (млечный путь), «Bоunty» (щедрый, подарок),
«the Nuts (орехи),
shampoo «Head and Shoulders» (голова и плечи),
detergent «Fairy» (волшебница),
and washing powder «Tide» (прилив – отлив).
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Factories and plants produce
new products. The majority of them called English words. For example:
Bacon [bacon] – малосольная копченая свинина
Cupcake [cake - cake] - кондитерское изделие в виде хлебца, обычно с изюмом.
Chips [chips - fried potato] -
картофель, зажаренный в масле, в виде хрустящих ломтиков.
As we already know, fashion trends come to
us from the West. To mark the clothes, accessories and other concepts related
fashion, we borrow words from the English language. For example:
1. Breeches [бриджи –
одежда ног] – узкие в коленях брюки, заправляемые в сапоги.
2. Golf [гольф] –
короткие чулки с резинкой, охватывающей ногу до колена.
3. Jumper [джемпер] –
вязаная фуфайка без воротника, надеваемая через голову.
4. Clips, to clip [клипсы
– зажимать] – род серег, прикрепляемых к мочке уха с помощью зажимов.
5. Leggings, leggy [леггинсы
– длинноногий, leg – нога (от бедра до ступни)] – облегающие ногу тонкие
женские рейтузы
6. Moccasin [мокасины]
– обувь без шнурков из мягкой кожи с вставками в области союзки.
7. Nylon, N(ew) Y(оrk)
+ Lоn(dоn [Нейлон) — термин искусственно образован из начальных букв названий
городов Нью-Йорк и Лондон] – род искусственного волокна, а также ткань из этого
волокна.
8. To pamper [памперсы
– баловать, изнеживать] – детские подгузники из очень мягкого, хорошо
впитывающего влагу материала.
9. Pull-over, to pull [пуловер
– натягивать + over – поверх]
– вязаная фуфайка без воротника и без застежек.
10. Sweater, to sweat [свитер
– потеть] – теплая вязаная фуфайка без застежек, надеваемая через голову.
11. Top [топ – верх,
верхняя часть] – часть женской одежды в виде короткой легкой кофточки или
майки, держащейся на бретельках.
With the help of foreign words are also
designated office supplies, computer equipment.
1.
Whatman [ватман
— по имени владельца англ. бумажной фабрики Дж.Уотмена (Whatman)] – высший сорт
бумаги с шероховатой поверхностью для черчения и рисования.
2.
Lasting [Ластик
– постоянный, прочный] – хлопчатобумажная ткань, идущая обычно на
подкладку. Так еще называют стирательную резинку.
3.
Marker, to mark
[маркер – отмечать, обозначать] – пишущее устройство с толстым стержнем,
пропитанным специальным красящим составом.
4.
Scotch [скотч
– надрез] – клейкая лента для упаковки в виде небольшого рулона от которого
отрезается необходимая часть.
5.
Staple [степлер
– скобка]– устройство для скрепления листов бумаги при помощи проволочных
скобок.
6.
Flow master, to flow [течь,
струиться + master – мастер,
художник, фломастер] – особый вид карандаша с пористым стержнем, пропитанным
специальным красителем.
7.
Compact disk [–
компактный диск] – диск с высоким качеством записи для воспроизведения на
оптических проигрывателях.
8.
Player, to play [–
играть; играть на музыкальном инструменте; приводить в действие, пускать, плеер]
– компактный магнитофон для воспроизведения звукозаписи, обычно с наушниками.
9.
File [ряд;
подшивка бумаг; картотека, файл] – совокупность однотипных по структуре и
способу использования порций информации, размещаемая на носителях ЭВМ и
рассматриваемая в процессе обработки и передачи как единое целое.
We have translated and analyzed a lot of English-speaking
trademarks of foodstuff, perfumery, goods and means of hygiene, household
detergents, clothes and so on.
By definition dictionary trademark is
«artistically designed graphic image, the original name, the particular
combination of numbers, letters, or words, etc. to which the company supplies
its products».
3.3. Creation of a
dictionary;
To
compile the investigational we have created a Glossary. We hope that this
dictionary will help customers choose goods and attract the attention of
schoolchildren to learn English. (Appendix 4)
4. Conclusion
1. Results showed that more than 32% of
the goods in shops have English names.
2. Most often English words used in the names of items of household chemistry
and personal care products, stationery, computer equipment and accessories.
3. Mainly qualitative adjectives with a
positive value are used. Thus producers of goods attract more customers.
4. Beautifully sounding, unintelligible English words attract customers and
make a purchase. Most often uses short, easy to remember words. For Example,
“Tide”, «Dove». Their translation into the Russian language sounds
unconvincing.
Thus, the reason for the use of Anglicism
and English trademark in those English trademarks are not simply inform about
possible advantages, but also try to impress the buyer faith in the exceptional
quality of the proposed goods.
During the research I learned:
- what is а Anglicism,
causes, and ways to borrow
- what is the sociological survey;
expanded my knowledge of the English language;
I have learned:
- to carry out sociological survey
- work with dictionaries
- analyze the obtained result.
We offer to use this material in learning English, because it may stimulate the
motivation of the students learning a foreign language. Students will be able
to verify that you should learn a foreign language not only to read texts in
the textbooks, but also to correctly navigate in the world.
Is it good or bad to use English words in
daily conversation? I think that is normal, it happens everywhere and in all
countries. Nobody cancelled and no one denies the process of globalization. We
study at a College or University, work as managers, do marketing research,
conduct briefings; we go to the cafe to have lunch, in the menu select a hot
dog, chickenburger and shake. After work we run in the fitness club, aerobics
or shaping, and then we go to the supermarket, where we pay off credit card,
and at the weekends we get together with friends on a picnic... Half of these
words have English origin, and they are already firmly in our speech. Native
language must be used, but because we are in a global space, it is necessary to
enrich it at the expense of other linguistic forms. We can’t help communicating
without international borrowings in the XXI century.
Our hypothesis was confirmed!
References
1.Аристова
В. М. Англо-русские языковые контакты (англицизмы в русском языке) - Л., 1978
2.
Брокгауз Ф., Ефрон И. Иллюстрированный энциклопедический словарь. М.: Эксмо,
2006. 986 с.
3.Крысин
А.П. Толковый словарь иноязычных слов. М.,1998
1.http://mara-nova.ru/false-brands/
2.
http://dic.academic.ru/dic.nsf/ruwiki/6161
3.
http://en.wikipedia.org/wiki/English_language
4.
http://en.wikipedia.org/wiki/Runglish
8.
http://www.ukisok.ru/language/214.htm
Appendix
1
Appendix 2
Appendix
3
Appendix 4
«Milky
Way» -млечный путь
«Bоunty» -щедрый, подарок
«the
Nuts -орехи
shampoo
«Head and Shoulders» -голова и плечи
«Fairy»
-волшебница
washing
powder «Tide»-прилив, течение
shopping
-покупки
Drinks
-напитки
Sprite-
эльф
Bubble Gum –надувная
жевательная резинка
Ice-Tea –ледяной
чай
Sandwich -бутерброд
Crackers –крекеры,
тонкое сухое печенье
Earl Grey граф
Грей
Greenfield – зеленое
поле
Whisky -
водка
Hot dog- сосиска
Chips -ломтики
Snickers –смешки,
хихикание
Picnic -удовольствие
Mars -марс
Bounty –щедрость,
богатство
Red Bull –красный
бык
Cold season tea – чай для
холодной поры
Bedtime tea –чай на
сон грядущий
Alpen Gold- золото
Альп
Ferndale cheese-долина
папортников
Beefsteak- бифштекс
Juice-сок
Juicy fruit-сочный
фрукт
Bacon –бекон,
копченая свиная грудинка
Blend-a-med –переход
от одного цвета в другой
Aquafresh-свежесть воды
Mister
Muskul
Clean
-чистый
Vanish - исчезнуть
Mega fresh –сильно
свежий
Dove –голубь
Sunsilk-шампунь солнечный
шелк
Wash
and go- вымыл и иди
Cleaning -чистка
Old
spicе-старый перец
Milka
– телка
Active care –
активная забота
Pedigree –
родословная, племенной
Whiskas - whiskers - усы,
вибриссы
Puppy –
щенок
Mountain dew –горная
роса
King Burger-пирожковый
король
Дезодорант
“Ace”-топор
Lady
speed stick-дама быстрая палка
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