Open AccessВиндоуз или Windows? Кириллица и латиница в названиях торговых марок (на материале современных русских художественных текстов)
Author(s) -
Klaudia A. Prokopczuk
Publication year - 2019
Publication title -
acta neophilologica
Language(s) - English
Resource type - Journals
eISSN - 2450-0852
pISSN - 1509-1619
DOI - 10.31648/an.4357
Subject(s) - scripting language , impossibility , linguistics , subject (documents) , russian language , computer science , history , political science , philosophy , world wide web , law , operating system
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.