THE EFFECTIVENESS OF USING SPECIFIC ENGLISH ALLITERATION IN RUSSIAN-LANGUAGE NAMES AND ADVERTISING SLOGANS

Abstract

The article is devoted to the analysis of the effectiveness of the use of specific English-language alliteration in Russian-language ergonyms and advertising slogans. The purpose of this work is to determine the degree of emotional impact of this stylistic device on native Russian speakers and, as a result, its effectiveness for use in creating ergonyms and advertising slogans in the Russian language. The objectives of this study include the analysis of differences in approaches to the definition of the stylistic device “alliteration” in the English-speaking and Russianspeaking linguistic traditions; collection and analysis of Russian-language ergonyms and advertising slogans, built on the basis of specific English alliteration, by the method of continuous sampling. The research also looks into the functions of alliteration techniques in the Russian-language ergonyms and slogans, includes a sociolinguistic survey in the form of a questionnaire among 125 native speakers of the Russian language aged 18 to 40, of different professions, with University degrees. The paper provides examples of Russian-language names and advertising slogans created using specific English alliteration. The results of the study indicate that specific English alliteration plays a role in promoting the attractive and aesthetic functions through ergonyms. The analysis of the sociolinguistic questionnaire showed that in five out of the seven proposed categories, the survey participants preferred ergonyms and advertising slogans created using this technique. Taking into account the results of the study it can be concluded, that today a specific English alliteration is an effective linguistic technique used in the Russian language for creating ergonyms and advertising slogans.