ADAPTATION OF CONTEMPORARY BORROWINGS FROM ENGLISH AND SPANISH IN MASS MEDIA TEXTS ABOUT FASHION IN RUSSIAN

Common to all borrowing processes is the interaction between cultures, economic, political, cultural and everyday contacts between nations speaking different languages. The contacts may be in the nature of mutual influence or unilateral influence; have a peaceful nature or act in the form of confrontation and even military clashes. It is significant that no culture developed in isolation, that any national culture is the fruit of both internal development and complex interaction with the cultures of other nations.New words flowed into the Russian language from other languages as a result of the economic, political and cultural ties of the Russian people with other peoples, as a result of introducing realities in the life of the Russian people that are new to Russia, but already have names in other languages. The topicality of this topic is the lack of research papers devoted to the comparative analysis of borrowings from the English and Spanish languages in journalistic articles about fashion in Russian. The fact that the influx of borrowing into the Russian language has increased especially in the 90s of the 20th century. It is connected with changes in the sphere of political life, economy, culture and moral orientation of the society. There is an unprecedented influx of foreign language vocabulary in all areas. The linguistic phenomenon "borrowed words" are constantly under the scrutiny of linguists. In particular, Arapova (2000), Aristova (1978), Belyaev (1984), Bondarets (2008), Breiter (1997), Maksimova (1998), Marinova (2008, 2012), Senko (2012), Sorokin (1965) and others were engaged in studying the borrowing process. Despite the constant attention to the problem of borrowing in science there are many unresolved issues. In the past decade, the influx of foreign words related to fashion has increased in the Russian language, for example: the usual sweater has become known as a sweatshirt, and shoes as loafers. This area of borrowing is still not studied.The objective of this work is to study the role and place of borrowed words from the English and Spanish languages in modern journalistic articles about fashion in Russian. As a theoretical basis , the works were chosen: T.V Matveyeva, L.L. Kasatkin, L.P. Krysin, M.R. Lvov, T.G. Terekhova, V.M. Pankin, A.V. Filipov, V.N. Yartseva, I.V. Arnold, E.V. Klementeva, A.V. Kalinin, N.S. Valgina etc.The experimental basis was served by journalistic articles about fashion by Evelina Hromchenco from magazines: Hello, Vogue Russia, Oops, Elle girl, Tatler, 7days.ru and etc.During conduction of the presented study were used general scientific methods : analysis, description scientific, comparative scientific method, the scientific method of synthesis.The second part of the article is a practical part, in which a comparative analysis of English and Spanish borrowings is based on journalistic articles about fashion by Evelina Hromchenco. It describes how the words came into Russian and how their pronunciation, spelling and meaning changed. It was found about 70% of borrowings were adapted semantically, meaning the national element of clothing, which was absent before in Russian culture. Furthermore, 20% of words are adapted to the grammatical way, with a change in the kind of word. Speaking about the phonetic method, only 10% of the words were adopted by this method. The main difference is the change in stress, as in Spanish there are strict rules for putting stress, which is in most cases difficult to pronounce for Russian speakers.