58946 skanuj0007 (440)

III. H3blK KDHKPETHfalK KAHAJIOB KOMMyHHKAUHN

CKHe Cnei^HdAHCTBI BeCŁMa HHTeHCHBHO H ydielUHO 3aHM-CTByioT H3 3apy6e*Horo ontrra. OieBHAHO, hto BMecTe c peaAHHMH 3aHMCTByioTCH h TepMHHbi, hx o6o3HaHaK>mHe.

EOAblHHHCTBO TepMHHOB, HCnOAb3yeMbIX B peKAaMHOM 6H3Hece, npeACTaBAHioT coSoń ah6o npHMoń nepeBOA aHaAorHMHoro aHrAOH3biHHoro TepMHHa, ah6o ero TpaHC-AHTepapnio. Ecah penb HAeT o TpaHCAHTepapHH TepMHHa (HanpHMep, npoMoyum, gupeKm MapKemimr h t. n.), BCTa-eT p»A BonpocoB, KacaiomHXCH KaK noHHMaHHa caMoro TepMHHa, TaK H ero HCn0Ab30BaHHH B pyCCKOH3bIHHbIX ny6AHKapHHX. B CAynae npHMoro nepeBOAa penb HAeT npejKAe Bcero o pa3Hoo6pa3HH BapnaHTOB nepeBOAa, npHBOAHMbIX B pa3AHHHbIX CAOBapHX H H3A3HHHX, HTO BAeneT 3a COSOH B03HHKH0BeHHe CHHOHHMHHeCKHX PHAOB

TepMHHOB. Tax, TepMHH promotion nepeBOAHTca KaK npo-gBUMeHue, npogBWKenue moBapa (npogyKma); nap^Ay c nepeBOAHbiMH BapnaHTaMH HcnoAb3yioTCH h rpaHCAHTe-pnpoBaHHbie: npouoyum hah npoMoymen. TepMHH public relations HcnoAb3yeTC« KaK b TpaHCAHTepnpoBaHHOM BHAe (naÓAUK puA.eu.um3), TaK h b nepeBOAHOM (cbh3u c o6w,e-cmBeHHocmbio). CAeAyeT OTMeTHTb, hto nepeBOA He nepe-AaeT noAHOCTbio cymHOCTb stoto eMKoro onpeAeAeHHH — public relations. HapaAy c yKa3aHHbiMH BapnaHTaMH hc-noAb3yioTCH TaKHce h a66peBHaTypbi: KaK opHrHHaAbHaa (PR), TaK h p y c hc}) hh, h p o b a ima 5i (nuap), upnaeM nocAeAHHH HMeeT aArepeHTHyio oTpHpaTeAbHyio KOHHOTapHio (HanpHMep, «HepHbiń nnap»). HHorAa yKa3aHHbiń TepMHH noAMeHaeTCH TepMHHOM nadAucumu.

OnpeAeAeHHyio CAOHCHOCTb npeACTaBAHioT nepeBOA u HHTepnpe^rrapHH a66peBHaTyp, BCTpenaioui,HX ca b peKAaMe.

Aah pa3pemeHHH BonpocoB peKAaMHoń TepMHHOAo-thh TpeSyeTCH npHBAeaeHHe pa3AHHHbix ccjjep 3HaHHa: ahhtbhctob, H^ypHaAHCTOB, peAaKTopOB, npeACTaBHTeAeń 6H3Heca, AnaańHepoB h aP-

■ JiKTBpaTypa_

EoBe KopmAsngA., (ponApenc Y. CoBpeMeHHaa peKAaMa. M., 1995.

BaHHUKOB K).B. CHHTaKCHHeCKHe OCoSeHHOCTH pyCCKOH pean (HBAeHHe napHeAA5Hj,HH). M., 1969. C. 5. raKB.P. TeopnsirpaMMaTHKH 4>paHn,y3CKoro H3biKa. M., 1981. T paMMaTHKa coBpeMeHHoro pyccKoro AHTepaTypHoro H3biKa. M., 1970. C. 621-622.

EBcmatpbeB B.A. TKypHaAHcTHKa h peKAaMa: ochobm B3aHMO-AeftcTBHB (oubiTTeopeTHMecKoro HCCAeAOBaHHH). M,, 2001.

Babin pemtaMbi

MBaHOBa M.n., EypaAaKOBa B.B., rio^{1 2 3 4 5 6 7}ienu,on TS. Teopnu rpaM-MaTHKH aHrAHHCKoro H3BiKa. M., 1982.

CAOBapbAHHrBHCTHHecKHxTepMHHOB /PIoApeA. O.C. AxMa-hoboh.M., 1969. C. 79.

yneHOBdB.B., CmapbUcH.B. IdcTopHHpeKAaMbihahMeTaMop-(|)03bi peKAaMHoro o6pa3a. M., 1999. C. 10.

Y3aac y., Bepnem Ą>k., Mopuapmu C. PeKAaMa: npHHipniH h npaKTHKa. CP16., 2001.

Edwards Ch. Mundy. Retail Advertising and Sales Promotion. N. Y„ 1981. P. 3.

Greenbaum S., Ouirk R. A Concise Grammar of Contempo-rary English. N. Y., 1973; Halliday M. A. K., Mclntosh A., Strevens P. The Linguistic Sciences and Language Teaching. London, 1966.

Vestergaard T., Schroder K. The Language of Advertising. Blackwell Publishers Ltd., 1985.

B KOHTpOilbHblB BPnpDCbl

1

Hto TaKoe peKAaMa? HeM oStacHaeTca pa3Hoo6pa-3ne onpeAeAeHHH noHHTHH «peKAaMa»? LIpHBeAHTe on-peAeAeHHe noHHTHH «peKAaMa», npeAAOJKeHuoe AMepn-KaHCKoń MapKeTHHroBOH accopHapneń.

2

KaKOBtI OCHOBHbie KOHpeiipHH peKAaMbi, C(|)OpMH-poBaBniHecH k HacTOHin,eMy BpeMeHH?

3

   YKajKHTe ocuoBnue thhh peKAaMbi. B ueM OTAuaue peKAaMbi Ha pa3BopoTe ot pyópHHHOH peKAaMbi?

4

KaKOBbi CTpyKTypubie SAGMenTbi peKAaMHoro coo6-igeHHH?

5

KaKOBbI OCOBeHHOCTH HCnOAb30BaHHH OKCnpeCCHB-HbIX AHHrBHCTHneCKHX npHeMOB B peKA3MHbIX TeKCT3X?

6

KaKOBbI OCoOeHHOCTH H peAH HCn0Ab30BaHHH a66-peBnaTyp b peKAaMHbix TeKCTax?

7

B ueM ocoSeHHocTH bahhhhh peKAaMbi Ha H3biKo-Byio HopMy?