The article looks at the specific features of the usage of borrowed Anglicisms in Russian texts and their perception by native speakers of Russian. Analysis of relevant linguistic studies in the sphere of media linguistics and borrowings, media texts, as well as lexicographic resources capturing the expansion of the thesaurus of the Russian language due to borrowings, shows that one of the stylistic features of the modern media is a growing number of only partly assimilated borrowings from the English language, including lexemes that form the value system guiding native speakers of the recipient language. The purpose of introducing borrowings into media texts is the attraction of the audience’s attention. However, it appears that the effect produced by borrowings on an average recipient is controversial. In order to test the suggested hypothesis, the authors examine the specific features of the usage of partly assimilated borrowings in media texts that refer to the issues of tolerance and their derivatives (bullying, cyberbullying, abuse, ageism, etc.).


mediatization media texts headlines loanwords


How to Cite
Nishanov Yashin Izzatullaevich, & Abdullaeva Naira Erkinjon kizi. (2022). Specific Features of the Use of Borrowings in the Language of Advertising. Texas Journal of Multidisciplinary Studies, 8, 21–23. Retrieved from https://zienjournals.com/index.php/tjm/article/view/1507


  1. Abolin, 2009 – Abolin, B.I. (2009). The concept of tolerance in the cognitive discursive aspect. Ekaterinburg: Ural State University.
  2. Aleksandrova, Slavkin, 2017. – Aleksandrova, I.B., Slavkin, V.V. Modern media language: categorical linguistic features. Russian Linguistic Bulletin, 1 (9): 8–11.
  3. Argent, 2014 – Argent G. (2014). Linguistic neuroses, verbal bacteria and survival of the fittest: health and body metaphors in russian media discussions about foreignisms. Language and Communication, 1 (34): 81-94
  4. Aristova, 1978 – Aristova, V.M. (1978). Morphological structure of English words in the Russian language. English-Russian language contacts: 44–47.
  5. Avdeev, 2018 – Avdeev, E.A. (2018). The sociocultural factors of transformation of the value system of the Russian society in the context of globalization. Stavropol.
  6. Avetisyan, 2016 – Avetisyan, N.G. (2016). English in Russian life: intrusion or the result of globalization? Scientific Research and Development. Bulletin of Moscow University. Series 19. Linguistics and intercultural communication, 4: 98-106