Foreign-language borrowing as a mechanism of neologization in the beauty-industry discourse (based on English and Russian materials)

The article presents a comparative analysis of foreign-language borrowed lexical items in the English- and Russian-language discourses of the beauty industry. The aim of the study is to reveal the specifics of borrowing as one of the mechanisms of neologization in the investigated discourse, based on material from two structurally different languages. The scientific novelty lies in the first comprehensive description and systematization of English and Russian borrowed neologisms within the beauty-industry discourse, which is treated as an autonomous hybrid discourse type. Using the linguistic material, the study examines loanword neologisms according to the criterion of appropriateness, identifies key borrowing strategies for new words in both languages, and classifies types of borrowings. The research results show that neologization of the English-language beauty-industry discourse via borrowings is characterized by low activity – 10 lexical units (3.33%), all of which are deemed appropriate – in contrast to the Russian-language discourse, which demonstrates a high intensity of borrowings – 180 units (60%), of which 83.33% are appropriate and 16.67% – inappropriate. English is the principal source of borrowings for the Russian-language beauty-industry discourse (95%); these borrowings further display intensive derivational productivity, which allows us to speak of the subordinate position of the Russian beauty-industry discourse relative to the English discourse.