Merchandising or merchandising - how to write correctly? Use of foreign words in Russian

For several years now, the vocabulary of the Russian language has been actively replenished by borrowing foreign words. Each of us daily uses expressions that come from English, German, Italian, French. Modern dictionaries that interpret the meaning of foreign words include tens of thousands of positions.

The use of borrowing causes heated debate on various issues. How to write correctly and how to pronounce foreign words? Is their use appropriate in Russian? Can borrowing be avoided? Is it worth fighting for the purity of native speech?

There are no definite answers, hence the heated debate. But we will try to figure out what's what.

Why do borrowed words appear ?

The process occurs for several reasons:

1. New objects and concepts come up in other countries. Most often they are associated with technology, economics, culture, business. For example: radio, performance, marketing.
2. Active social relations between different countries lead to the penetration of words from one language to another. A vivid example of this is the official status of the French language among aristocratic circles in the 17th century.
3. Borrowings are used to refer to scientific and technical terms.
4. Words from other languages ​​are used when it is necessary to specify two concepts that are close in meaning. For example, “fear” and “panic”.
5. The use of foreign expressions is a fashionable trend.

Do you need borrowing?

The use of foreign words in Russian is a natural process. Time goes ahead. New things, scientific directions, cultural phenomena appear. Economics and politics do not stand still. It is far from always that a Russian-language equivalent can be selected for a foreign innovation. In such cases, borrowing is the only reasonable solution.

But what do we see now? Borrowings now perform not only their original function. They gradually supplant Russian words with the same meaning.

We constantly hear: “absolute”, “adequate”, “humane”, “detailed”, “potential”. But do these words have no Russian-language analogues? What is worse: “perfect”, “appropriate”, “human”, “detailed”, “possible”?

The use of unjustified borrowings can be encountered literally everywhere: on the radio, in the press, on television. In the speech of politicians, celebrities and ordinary people.

The use of foreign words is far from always reasonable. Sometimes it can lead to a misunderstanding. Or put a person in an awkward situation, because there are cases when borrowings are used without even knowing their meaning.

Of course, enriching the Russian language at the expense of foreign words is a natural process. It is impossible to avoid him. But each of us is capable of abandoning the use of unjustified borrowings. Russian is one of the most vibrant, beautiful and rich. It is worth fighting for its purity and originality, and not crowding out native words with foreign words.

How to write correctly borrowed words?

The spelling and pronunciation of borrowings cannot be explained using the rules of the Russian language. For this reason, several variations of the same word appear. For example, there are different pronunciations of the word "marketing". Some believe that the emphasis falls on "a", while others - on "e".

The appearance of such variations is connected with the fact that many people believe that a foreign word, falling into the Russian language, should retain the same spelling and pronunciation as in the original source.

However, this opinion is erroneous. In most borrowed words, the stress changes. By analogy with Russian words, borrowed ones are rebuilt to existing models in the language.

Not only the stress is changed, but also the spelling. Opening the dictionary of foreign words, you can see that in many words the spelling of double consonants is not preserved . For example, in English “shopping”, “spammer”.

The stress in borrowing as well as spelling does not always depend on the source. Foreign words are reconstructed under the existing models and rules in the Russian language.

In order to prove this statement, we will try to figure out how to write correctly: “merchandising” or “merchandising”.

What is merchandising?

The concept of "merchandising", which came to us from the English language, is now used quite often. But not everyone understands its meaning.

"Merchandising" came from the word "merchandise", the translation of which sounds like goods, products, attributes. However, in the Russian language it acquired a different meaning.

Merchandising is one of the main components of marketing, responsible for the retail sale of goods. It means the preliminary planning and preparation of sales areas. The main task of merchandising is to attract buyers to purchase a specific product.

As can be seen from this definition, the literal translation of foreign words does not always reflect the meaning that borrowing takes on in Russian.

How to: "merchandising" or "merchandising"?

Wandering around the Internet, you can find many spelling options, up to "Myrchundizing." A similar problem often arises with regard to long foreign words. Not knowing what rules and regulations to follow, people invent new variations of writing borrowings.

After browsing the Internet dictionaries, we can conclude that both options are acceptable: "merchandising" and "merchandising." However, "Explanatory Dictionary of Borrowed Words" Krysina L.P. argues that only the first spelling can be considered correct.

Books on merchandising, published in Russian, magazines and other print media use the option of writing through "a". This suggests that the generally accepted correct option is still "merchandising."

Why are there different spellings on the Internet?

If you enter “merchandising” or “merchandising” in any search engine, on the first page of the search results you will get sites with both spellings of the word. This is due to the fact that for some time the statistics showed that people are much more likely to seek information on the “merchandising” option.

The majority of Internet users have no philological education and are not interested in how foreign words are spelled. From there and depressing statistics.

In order to increase the level of site visits, owners, to please users, began to use the spelling "merchandising."

However, now statistics show that the generally accepted option is more popular. On the Wordstart website, writing “merchandising” or “merchandising”, you can see that the number of requests for the first option is two times more than for the second.

Why did the “merchandising” option appear?

To understand why several pronunciation options have appeared, the source language will help us.

The transcription of the English word “merchandise” looks like [ʹmɜ: tʃ (ə) ndaız]. That is, the word is written through "a", but read through "e". Probably because of this, two variants of pronunciation were formed. Some, relying on the spelling, chose the right "merchandising." Others, guided by pronunciation, are “merchandising.”

How not to make a mistake in writing other borrowings?

As we have already found out, the spelling of foreign words cannot be explained using the norms of the Russian language. Knowing how they are written in the original will not always help you. Internet dictionaries may not give an exact answer.

The most reliable way not to make a mistake is to memorize the spelling of foreign words that are found in print media. If you need to use a loan that you meet for the first time, you should turn to one of the “Explanatory Dictionaries of Foreign Words”: Krysina LP, Pavlenkova F., Sitnikova MA or other authors.

Of course, for a Russian person, remembering a long borrowing is not so simple. They are often difficult to understand, pronounce, and spell. However, if you constantly pay attention to foreign words in newspapers, books, magazines, on signboards in shops and advertising banners, it will not be difficult to use them correctly.