Page 525 - Актуальные проблемы обучения русскому языку XIII

accommodation;

- сквот – (from English squat) an empty residential building in the centre of the city
which apartments are temporarily used as art workshops and music studios (KR,
episode 34);
- ритейл – (from English retail) – a process of selling goods in small quantities
compared with volume of wholesales (regarding household goods and food
commodities) (KR, episode 36);
- клин-сервис – (from English clean service) cleaning services for premises (KR,
episode 38);
- сео-оптимизация (from English SEO optimization) – a complex of services for
search engine optimization and promotion; its main goal is to increase website
traffic (KR, episode 38);
- кейтеринг (from English catering) – providing food production and (or) services
at a remote site (KR, episode 7), etc.
The presented linguistic units, like many of the above terms, are loanwords of English
origin of the late XX century. All of them are not assimilated in the Russian language which is
proved by their absence in lexicographic sources. The market economy has become a
“window from Europe” which helped a flow of loanwords, usually from the English language,
to enter the Russian business language. There is no doubt that the role of extralinguistic
factors was crucial at the development of a new type of Russian economy. It has resulted in
a significant number of neologisms in the terminology of a business discourse. A tendency
for active use of English loanwords exactly in the twentieth century was observed by R.
Rathmyer. Referring to academic papers of L.P. Krysin (1996), V.N. Shaposhnikov (1998),
Dunn (2000) she states that «the last wave of loanwords from the English language took
place during perestroika from the mid-80s of the XX century». This process is still in progress.
First and foremost, it influenced the economy and advertising where the active development
of so called «Runglish» (like Franglais) is associated with «the reputation of the English
language» in global environment (Rathmyer 2013, 80–83), and, certainly, with the status of
English as a «language of international communication» which is strengthening every year.
Scientists from different branches of humanities, including linguists, are focused on studies
of this phenomenon. The paper’s goal is not to present a full and detailed study of English
loanwords used in a recruitment discourse. It is only an attempt to describe a general picture
of functioning specific vocabulary actualized by agents and clients of the recruitment
discourse that contributes to optimal implementation of their speech strategies.
The listed words are considered to be barbarisms – the alien expressions (from Greek
«barbarismos», Latin «barbaris» – «borrowed from a foreign language», «not fully
assimilated in the adoption language». As a rule, they «are introduced into the text with
changed phonetics and morphology adopted by the Russian language» (ERLS 2003, 23–24).
E.g.:
Job candidate: — The Flacon’s target audience / it has now / the majority visits these
stores // Besides, H&M / is a strong brand / the brand / which organizes some ивэнтс
(events) 133 //
Job candidate: — It can become an anchor for attracting traffic by force of its clients /
or an anchor/ which will attract people due to its эвентов (events) // (KR, episode 36).
These lexemes are used by communicants in two cases: first of all, to define the
concept which has no exact or short equivalent in the Russian language.

133
Ивэнт (Event) in marketing is special occurrence, an instrument of event marketing which allows
manipulation of opinions and behaviour of the invited audience.
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