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MODERN OUTDOOR ADVERTISING IN RUSSIAN IN THE NORTH-EAST OF CHINA: FAILURES TO KEEP GRAPHIC AND SPELLING STANDARDS // Tomsk State Pedagogical University Bulletin. 2016. Issue 7 (172). P. 124-129

The article is devoted to one of the modern aspects of Russian-Chinese language interaction in Chinese area adjacent to Russia. This interaction became possible in the late 20th – early 21st centuries as a consequence of active Russian-Chinese trade-and-service contacts. The article reveals spheres of outdoor advertisement made in Russian by Chinese native speakers. Advertising text materials have been collected by authors of the article in Heihe (China) and in relevant websites. Authors made linguistic analysis of Chinese boards and advertisements in Russian and found out that they were full of different errors. The purpose of the article is analysis of inadequacy of Russian words and their graphic forms and failure to comply with orthographical norms of the Russian Language in outdoor advertisement performed in Russian, as well as an attempt to make their linguistic interpretation. Authors considered the classification of typical mistakes, which have been made in Chinese advertisement in Russian Language.

Keywords: Russian Language abroad, Chinese boards in Russian, standards of the Russian Language, graphic standard, orthographic norm, failure to comply with standards

LEXICAL INTERFERENCE IN CHINESE ADVERTISING SIGNBOARDS IN THE RUSSIAN LANGUAGE IN THE BORDER TOWN OF CHINA // Tomsk State Pedagogical University Bulletin. 2017. Issue 7 (184). P. 71-77

The article is devoted to one of the modern aspects of the Russian-Chinese linguistic interaction – Chinese advertising signs in the Russian language, a common border with Russia in northeastern China, in Heihe. The article presents a linguistic analysis of Chinese advertising signs in the Russian language, developed by native Chinese speakers, for their conformity to lexical-semantic norms. The purpose of this article is the interpretation of lexical interference as a cause of a violation of the lexical norms of the Russian language in the texts of Chinese signage in Russian. Thus, on all levels of the language system of the Russian and Chinese languages in their interaction in the texts of advertising signs of the border city of Heihe there were observed interlingual, and in some cases intralingual interference, reflecting a typological distinction of the interacting languages. The interference leads to a linguistic mixture of different elements (phonetic, lexical, grammatical) in the texts of advertising signs in the Russian language, which illustrates the «Chinese Russian language». Considering interlanguage and intralanguage interference in the texts of Chinese signage in the Russian language, we are attracted to study both forms of the contact languages explaining interference phenomena introduction as Chinese and Russian. Thus, the phenomenon of lexical interference in texts of advertising signs on the territory of the Chinese border city of Heihe, is largely the result of the interaction of contacting languages (Russian and Chinese), resulting in disturbances of lexical norms of the Russian language in them.

Keywords: linguistic interaction, Chinese advertising signs in the Russian language, lexical and semantic errors, interlingual interference, lexical interference