ENGLISH BORROWINGS IN ONLINE BANKING ADVERTISEMENTS – A NECESSITY OR A PERSUASION TOOL? A CASE STUDY ON TRANSILVANIA BANK
ENGLISH BORROWINGS IN ONLINE BANKING ADVERTISEMENTS – A NECESSITY OR A PERSUASION TOOL? A CASE STUDY ON TRANSILVANIA BANK
Author(s): Amelia Maria VaidaSubject(s): Media studies, Lexis, Semantics, Language acquisition, Psycholinguistics, Sociolinguistics, Cognitive linguistics, Descriptive linguistics, Theory of Communication, Globalization
Published by: Editura Arhipelag XXI
Keywords: English borrowings; persuasion; global language;
Summary/Abstract: At present globalization stands out as one of the main features of society. It permeates all sectors of life and one of its effects is the ubiquitous use of English borrowings. This article casts light on the reasons why English borrowings are used in online advertisements of Transylvania Bank. The study begins with a theoretical framework of the English borrowings and then it delves into the reasons why they are intentionally incorporated in the advertising texts, although the Romanian language offers alternatives for all the English terms encountered. English borrowings are preferred to the detriment of Romanian words, as they convey a sense of modernity, of prestige, of blending with contemporary times, increasing visibility and liking, ultimately having the purpose of persuasion.
Journal: Journal of Romanian Literary Studies
- Issue Year: 2023
- Issue No: 35
- Page Range: 681-687
- Page Count: 7
- Language: English
