PECULIARITIES OF BORROWED VOCABULARY FUNCTIONING IN THE TATAR ADVERTISEMENTS
The article examines the peculiarities of borrowed vocabulary functioning in the Tatar advertising texts. Transformations of borrowed vocabulary in the Tatar advertisements occur at orthographic, phonetic, morphemic, lexical levels; there are hybrid texts where the original Russian orthography or graphical arrangement are preserved. The Russian-European vocabulary prevails in advertisements of building supplies, motor vehicles, banks and healthcare institutions, in nomination of goods and services. The Arabic and Persian borrowings are frequent in religious advertisements. The research material includes the Tatar print advertisements and radio advertisements.