ANGLICISMS IN UKRAINIAN OUTDOOR AND ONLINE ADVERTISING

Abstract

The article deals with the peculiarities of anglicisms usage in modern Ukrainian, particularly in outdoor and online advertising. Special attention is paid to the sources of borrowings, as well as to the appropriateness of usage of English words in the Ukrainian language in case there are Ukrainian counterparts of these words. Borrowings play an important role in developing a language. They make our communication easier as we become more comprehensible in our society as well as outside our borders. Vocabulary is the most mobile and most rapidly growing part of the language. It is particularly sensitive to all changes of economic structure, production, culture, science, life, etc. It is important to note that word creation in the modern Ukrainian happens now mainly through borrowing from English. The main sources of such borrowings are outdoor and online ads. Every day Ukrainians encounter anglicisms in the following names: cafes, restaurants, pubs, business centers, banks, stores, chemist’s, beauty salons, translation agencies, travel agencies, product names, household appliances, accessories, famous brands, fi lms, companies, cinemas etc. The use of anglicisms in the Ukrainian language in recent years has become so pervasive that even though there may be native words for the same thing, English terms are still used.