The Pragmatic Aspect of the English Words in the Kazakh Texts of Advertisements
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Abstract
The development of the Kazakh text of advertisements is a dynamic, successfully developing and constantly changing space, reflecting the dominant influence of lexical units in the modern era of the English-speaking society, which is based on the appearance of a new lexeme, having stems transmitting its іnformatіon base as a component in a new expressive form. Strengthening and providing the borrowing is due to the іntensіfyіng globalization of international relations, the growth of contacts, worldwide promotion of English and іntensіficatіon of telecommunications and Internet technologies, which in its turns, lead to new foreign words – the English words in the Kazakh texts of advertisement. The actuality of this paper based on the fact that studies on the problems of borrowings in the Kazakh language, mainly affect the general issues, while the area of advertising, which is the best reflection of the change in the modern language, not completely described from such points of view as thematic classіfіcatіon of the English borrowings and as well as a pragmatic significance in using the foreign words in the texts of advertisements. The theme of borrowing in the light of the theory which considers language contacts and analyzing its development in the Kazakh language is incompletely explained, there are unresolved questions related to the classification of new words and their pragmatic aspect which is achieved in the host language.
Keywords: pragmatics; texts of advertisements; English words
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