Ќазаќстан республикасы білім жјне єылым министрлігі
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Хабаршы жылына 4 рет шы ады
| very fast) – phraseological unit; cafe «Гуси-лебеди» (Geese-swans) – under the
name of a folk tale; café «Кавказскаяпленница» (Kidnapped Caucasian female) – by the name of a famous comedy film; café «ПапаКарло» (Daddy Carlo) – the name of one of the characters in Tolstoy’s fairy tale «Золотойключик» (Golden Key), cafe «Птичьемолоко» (Bird's milk) – its name indicates the abundance of dishes of any kind, even it has “bird milk”; bookstore «Буквоед» (Verbalist, letters eater) – for lovers of reading. There are words that can be found in the names of shops, hotels and other objects almost in every city of Ukraine: «Киев» (Kiev), «Украина» (Ukraine), «Дружба» (Friendship), «Престиж» (Prestige). As the basis of the nomination the following factors are marked: social, economic, political, cultural and historical. Ergonymic system has a dual nature – its formation is influenced by both natural and social factors. Periodically objects change their names. At certain stages in history, economic and political processes form new spiritual priorities that manipulate the consciousness of the population and contribute to renaming, which does not always have a positive effect on the development of the literary language. In naming processes nominators worry about the impression of firms’ names and use terminological lexicon. In contrast, in the category of objects of trade, services and entertainment owners turn to general linguistic imagery for meaning, which isemotionally attractive. The fact of the interaction of the Ukrainian and Russian languages constantly presents. The transition from the first state of bilingualism into polylingualism begansince the mid-90s with the massive current of foreign words. Economic situation of the post-Soviet period contributed to the appearance on the territory of Ukraine a range of joint ventures and offices of foreign investors with foreign- language titles. Most of these names are world-famous brands and designers’ names. Their meanings are clear and do not require a deep knowledge of the Хабаршы №3-2015ж. 117 languages from which they were borrowed. English words and phrases play a dominant role among other borrowings. French names are also present in names as France for many years has had a positive reputation for elegance and luxury items. In recent years, the same factors contribute to the spread of Italian names, as well as through melody of Italian language. High quality of German products and precision machinery led into use German names of famous car brands. Also joint Ukrainian-German enterprises in their names contain the name of a German co- owner or a place name, indicating the location of the head office. In recent years a number of names borrowed from other languages appeared and also some errors in lexical and spelling rules were noticed. Peculiarities of the political situation in which the society is nowadays, explain a large influx of foreign words which are used to name objects of private business: shops, clubs, cafes and salons. English words predominate among borrowings: airline Federal Express, pharmacy Welcome, the hotel Azania, cafe Mc Pizza & Chicken, shops Cabani, Second Hand, etc. Advertisement sand television program sarefull of foreign words. Foreign investors also contribute to the names formation. Emerging join tv enturestend to have unusual names. Goods produced by the secompaniesal sooften have foreign names. Some of domestic enterprises for fashion are called in English too, as if pointing with its same name to their European quality. Primarily prestigious and international words are borrowed. Particularly prevalent among English-speaking ergonymsare names of computer clubs: Android, Hilton, Spider; internet cafés: Matrix, Neo; nightclub sand entertainment facilities for young people: Chicago Bowling, Cyber Zone Club, Mooncity, Redline. This tendency can be explained by the fact that Englis his widely use damong computer users as well as other segments of the population. As a result, new words, including trademarks (andergonyms), having appeared in one country quickly become well known in many others. For example, you can find McDonaldse very where. However, the sound is the main party in perception, whereas the value of foreign words is understandable only to those who mastered the language. In addition, there is some vocabulary, which cannot be translated into another language because of absence of similar concepts and facts. Words and phrases that have specific meanings are clear to native speakers, but not always to a recipient. So, transliteration of "a speaking name" leads to semantic losses. Translation sometimes causes introduction of alien national colour. The name of any property object is a proper name so it may not be always translated into another language correctly, it must be recreated anew in the host language. The translation of proper names is affected by their structural, semantic and stylistic features. However, there are so-called word realities that may exist in only one language and cannot be translated. Foreign names appear as a result of different political, economic and cultural changes in our life. The process of transformation of foreign words into the native language receives much attention these days, but it has not been investigated completely yet and requires further research. The current process of ergonyms formation happens due to the formation of new ergonymic units with the help of various ways and means. Ergonyms can also Хабаршы №3-2015ж. 118 be presented as symbols, figures and other characters which may be the subject of further research. жүктеу/скачать 4,09 Mb. Достарыңызбен бөлісу:
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