Peculiarities of phonetic borrowing of trade mark names in the Chinese language

Due to the fact that China is developing as a country and simultaneously attracting world-wide attention, it's rational for modern Chinese to vastly increase their foreign borrowing. As a result of the recent reforms and openness policy, China has become aware of numerous new subjects and phenomena of the foreign world. Thus, there came a necessity to renew the Chinese language vocabulary by means of different word formation rules as well as adaptation from foreign languages. Foreign borrowing in Chinese have always been the subject of study of both Chinese and Russian linguists; though, it's the first time the international trade mark names in Chinese have become an object of research, and our studies show that this kind of foreign borrowing has its unique features. 75 items of well-known brand names for clothing, shoes, accessories, perfumes, cosmetics, cars, and home appliances are analyzed in the article. Analysis of the foreign trade mark names translated into Chinese shows that the majority of such borrowing are phonetic but semantically adapted ones. It's the semantic meaning that plays the major role in creating the concept of foreign goods. In the product or company name spelling there are such characters that are especially selected for their ability to attract the customer with positive associations in their syllables and morphemes. Morphological importance of dividing a word into syllables plays a major role in this case. Specifically chosen morphemes can create a concept of the foreign goods that sometimes renders facts about the world, culture, and history as a whole. Chinese appreciate their language and are greatly concerned with keeping its natural identity, so all foreign names and notes in advertising are duplicated in Chinese. One of the reasons for the Chinese advertiser to fill phonetic borrowing with special meanings is the fact that Chinese have a special way of thinking and perceiving. Chinese have a tendency to clarify and concretize which is not so much typical for Europeans. Different ways of perception and thinking are reflected in the language which is one of the most important values of the Chinese people. Our research demonstrates that phonetic borrowing in Chinese do have their unique characteristics.