Материалы ХXII Международной научно-практической конференции имени профессора Сергея Бураго
The article is devoted to the study of neologisms in advertising English and German discourse. The primary aim of the research was to single out the main tendencies of the use of neologisms in modern authentic English and German advertisements; to find out common features and distinctions between them. The typical features of the advertising discourse on different levels were studied using the examples taken from English and German advertising. With the help of the classification suggested by John Algeo the most productive patterns of coining new words were singled out. In advertising English those are compounding, affixation, abbreviations and clippings; while German copywriters rely on affixation and borrowings. For that purpose more than twenty English and ten German printed magazines of different types were analyzed, including women-oriented magazines. It goes without saying that the results of the research contribute to the formation of cultural awareness of not only students but also linguists and may be used in teaching English and German in the classroom of intermediate and advanced learners of the language.
The article examines specific features of the African American anthroponymic system in terms of the category of iden- tity and the anthropocentric approach to language studies.
Personal names of African Americans represent the social status and mentality of the name giver. The name giver chooses a name according to his or her fundamental beliefs and values with the help of identity expression.
Anthropocentrism is reflected in the lexicon of any language in a specific way, which is most vividly apparent in the naming process. The paper shows that the anthroponymic system of a language is influenced by the values and motives of its creators. The anthroponymic approach to language studies fosters not only language development, but the study of human capacity for linguistic creativity. Personal names accumulate historical, linguistic, social and ethnoc- ultural experience of an ethnic group or a nation.
The author analyzes specific features of African American anthroponyms, which enrich the national and cultural va- riety of the U.S. onomastic system.
In article the main problems of training in a foreign language within cognitive (informative) preparation for cross-cultural communication are considered. The concept of the discourse's analysis focused on studying of linguistic level in structure of social communication which is perceived now as the interdisciplinary approach issued on a joint of sociolinguistics and a lingvokultural is analyzed. Are brought a number of examples to show existence of the structural frames concerning any conversation with several participants.
Students' internet usage attracts the attention of many researchers in different countries. Differences in internet penetration in diverse countries lead us to ask about the interaction of medium and culture in this process. In this paper we present an analysis based on a sample of 825 students from 18 Russian universities and discuss findings on particularities of students' ICT usage. On the background of the findings of the study, based on data collected in 2008-2009 year during a project "A сross-cultural study of the new learning culture formation in Germany and Russia", we discuss the problem of plagiarism in Russia, the availability of ICT features in Russian universities and an evaluation of the attractiveness of different categories of ICT usage and gender specifics in the use of ICT.