Виндоуз или Windows? Кириллица и латиница в названиях торговых марок (на материале современных русских художественных текстов)
Виндоуз or Windows? Cyrillic and Latin scripting for trademark names (in contemporary Russian fiction texts)
Author(s): Klaudia ProkopczukSubject(s): Language and Literature Studies, Theoretical Linguistics, Studies of Literature, Translation Studies
Published by: Wydawnictwo Uniwersytetu Warmińsko-Mazurskiego w Olsztynie
Keywords: verbal trademarks; modern Russian literature; script mixing
Summary/Abstract: This paper discusses the usage principles of Cyrillic and Latin scripting for foreign-lan-guage commercial names in Russian fiction in the late 20th and early 21st centuries. These include the following factors: the existing tradition concerning the employment of foreign language words in Russian texts; the possibility of employing different fonts as means of indirect valuation and of indication that the speech subject belongs to a certain social group, as well as stylistic and morphologic factors related to a possibility (or impossibility) for a trade mark to obtain Russian case endings; the iconic function of a font; a language game.
Journal: Acta Neophilologica
- Issue Year: 1/2019
- Issue No: XXI
- Page Range: 19-29
- Page Count: 11
- Language: Russian