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Runglish As А New Linguisтic Phenomenon

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Runglish As А New Linguisтic Phenomenon Uпе slюuld beai· iп miпd that шaгketiпg co1111nuпicatioпs in inteшational шarkets need 10 Ье coпducted witl1 care. Media рlаппiпg abroad iпcludes such рrоЫешs as differing defi­ пitioпs of 'ciгculation'. 'readeгsl1ip' iп diПereпt couп t гies, differeпt level of шarket геsеагсh iп developiпg апd developed col!пtries, differences iп popularity of certaiп Mass Media, mis1пa1cl1 iл pгi111e-ti111e. etc. For iпstaпce. studies slюw that Media 111ix differs dependiпg о п tl1e гegio11: lп А111егiса, 50% of Media mix is presented Ьу ТУ, while in Europe this fig­ ш e is 55''lo lп А111егiса опl у 3% is pгe s eпted Ь у 1·adio, while iп Europe the figure is 3 tiшes higheг апd eqнal s 10%. Iп reшote regioпs of Africa, theгe is по mains electтicity оп which to гш1 TVs ог radios, so other шеап s ofMass Media wilt Ье domiпatiпg. Cнltшal issues are to Ье coпsidered as well. !" оса! laws ог traditioпs тау поt allow c..:1·ta111 сопtепt ог геfе1·епсеs !о Ье 111ade iп adveгt s . For ехашрlе , it is поt ассерtаЫе in 111 а п у Musli111 coвпtries for \vomeп to sl10vv впсоvегеd l1eads in adverts. Westerп companies ad v eгtisiпg sl1ampoos (sвch as "Sunsilk" ) lыd to adjвst to such reqi.1iiements and create ads without displaying women's haiг. Language сап also Ье а challeпge. One ca.пnot use а single language for an interna­ tioпal campaign. For example, there are bet\veen six and twelve main regional variations of thc Chiпese laпguages and India has 22 languages. One caпnot_but mention the fact that пюге апd more countгies аге becoming melting pots of different cu\tures. In such areas а Media Р\аппег should use mixed a(\ve11ising to take into account peculiarities of all pre­ seпted Cllltшes. !п brief, the ro\e of cнltural pecllliarities in Media Plan.пiпg should not Ье neglected. Uпtortuпately. this field ofMedia Рlаппiпg hasп't been thoroughly studied yet. Anyway, а coinpeteпt Media Рlаппеr should гealize tl13t even а very successfuJ Media Plan deveJoped !ог do111estic market is likely to fail оп the foreign market. He/she should take into consid­ eration cultшal factoг and Ье ready to сапу онt а thorough шarket research before laнnching ап advertisiпg ca111paign. Селиванова А.А. БГЭУ, ФМБК, З курс Руководитель Ющун П.Э. RUNGLISH AS А NEW LINGUISТIC PHENOMENON Т11е XXI сепtuгу has just beglln Ьнt l1as already brougl1t тапу changes. It concerns not опlу econollly. politics апd culture, but also а шeans of orgaпizing comшuпication betweeп people - а laпguage . А veI"y interesting liпgнistic phenomenon called "Runglish" is to Ье ехашiпеd in this work. I'm to siпgle ollt the origiп of the teпn, spheres of Runglish нsage апd its шаiп peculiarities. The topicality of the work is that the phenoшenon of Runglish is qLiite пе\v, роогlу studied, there is по exact defiпition of the teпn and the data оп it are поt s y ste1щJ1ized. Ha, ; iпg stayed in tl1e USA !ог several шontl1s, 1 had not only t\1e opportunity to study tl1i s пotion. pick out а рагt ot' its vocabulaг y, but also become for а while а Runglish s peakeг. "Runglish" is а tеп11 l\sed to desc1ibe а пеw linguistic phenoшenon, а mixture of the English and Russian \anguagcs spoken Ьу Russians апd реор!е from thc former USSR, iп- 14 cluding numerous immigrants in the USA. lt has distinctive pronunciation, vocabнlary, and grammar. Тhе penetratioп of Anglicisms iпto Russian began from the collapse of the Soviet Un­ ion which forced the development of intemational tourism апd scieпtific апd techпical pro­ gress. Внt the dissemination of Ruпglish started in the middle ot· the 70-ies in the Russian­ speaking community of Brighton Beach in Brooklyn, NY, and then continued in other parts of America. The teпn was coined Ьу Sergei Krikalev iп 2000 апd described the way Rнssiaп and Americaп cosmonauts spoke on the International Space Station. NASA has since begun listing Runglish as one ofthe on-board languages. Basically Runglish is the way Russian-speaking реор\е communicate with English­ speaking people or the language formation used among immigrants. The teпn was also adapted to contrast low-class immigrants with higher-c\ass ones. Often Runglish is а necessity among programmers, bankers, financiaJ analysts and businessmen. Runglish is used both in prose (Arthur С. Clarke "2010: Odyssey Two", Anthony Burgess "А Clockwork Oraпge") апd iп poetry (VladimiI Mayakovskij "American Russians", Splin "Eпglish-Russian vocabu­ laгy"). Moreover, Rнnglish was somehow popularized Ьу hippies and now sometimes means а wide use ofEnglish words and phrases Ьу the youth, especially in Moscow. Runglish has some peculiarities which distinguish it from English. Runglish speakers make no distinction between loпg/short and closed/open vowels (heat/hit; port/pot). Final voiced consonants are pronounced as voiceless ones (leave/leaf). Absence of [о] and [11] sounds in Russian phonology is а reason for pronouncing thing as sing or then as zen. Тhere is по distinction betweeп а, the, and zero article, simple tenses are used instead of Perfect and Continuous tenses, differeпt prepositions may Ье used (during instead offor, in iпstead of at or оп). Runglish speakers may use multiple negation (I didn't do nothing) and wrong tags ("Уои don't like it, do you?" "Yes, I don't/ No, I like it"). Collective nouns take а siпgular verb and distiпctions in the use ofEngJish modal verbs are fi:equently poorly perceived. Housing proЫem and traпsport issues became first sources ofthe Ruпglish vocabulary. Реор\е began to rent "ван-, ту-бедрумные апартменты" or to share an apartment with а "руммейт". They got to know what is а "бас", "трэйн" and "карсервис", passed the test and got а"драйвер лайсенс". Then they "открьmи бэнк эккаунт" and bought а "кар". Trade and especially culiпary-gastronomic theшes had а great influence оп the formation of Runglish too. Many technological terms and names of professions ("хаузкиперы", "муверу", "драй­ веры", "кэшэры") are not translated Ьу Runglish speakers and are used as they are. Some scientists define Runglish as а Russian-English pidgin language. In other soшces the terms stays for а dialect or pseudo-dialect ofEnglish, while sometimes Runglish may just refer to а spokeп шanner. Languages are changing and this process is practically impossiЫe to control. Many unusual linguistic phenomena are appearing nowadays, such as the examined above Runglish. I consider Runglish to Ье а spoken manner, since it is поt а separate language (as Russian or English), dialect (as Yorkshire dialect or Texas dialect), or pidgin (as Tok Pisin). Yet there is по а precise linguistic explanation for this phenomenon, and whether the status of Runglish is to change is an issue for liпguistics of fнture. .
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