" Linguistic features of the words related to fashion in English and Uzbek languages"

3.2. Formation words meaning fashion category in literacy

Communication in any specific areas, spheres of activity implies a special professional language, that is, terminology. Terminology exists in all national languages ​​of the world. Term systems are very diverse: different according to the volume, formed and not so long ago arisen, ordered and not, with specific terms or easily recognizable. Here are some examples. Soup is a culinary term, speed of light is a physics term, hematoma is a medical term, and even the word term is a linguistic term. There are classifications of terms for different reasons: structurally simple and complex, terms of their own language and borrowed, and so on. This paper presents a classification in accordance with professional recognition.

1. Examples of the most recognizable terms in the field of clothing design and fashion can be such as: model, mannequin, catwalk, show and even thread with a needle. These words are understandable for both a professional and any native speaker.
2. There are terms that will cause confusion. But people who are interested in fashion, albeit unprofessionally, hear these concepts. All fashionistas in the world know what louboutins and Kelly bag are.

3. The last type of terms will only be understood by the professional community. Here is a small test of how well we know the following terms: Watteau fold, egret, nansuk, parasol, plastron, sarong. It is probably difficult to understand and does not allow us to define the fact that all examples are terms of foreign origin.

A certain layer of vocabulary, consisting of professional terms, is borrowed from other languages. Borrowing can be called an element (morpheme, word, phrase) that penetrates from one language into another as a result of linguistic contact. All over the world there are practically no languages ​​homogeneous in composition. For example, according to scientists, the English language consists of 70% of borrowings. Borrowing is not only a word taken from another language, but also the very process of transferring a word from one language to another. Borrowing can be short-term or the process can take several years, as has been the case many times in history. Borrowing can pass from one language to another directly or indirectly, that is, through. Thirty third language or other languages. For example, during the time of Peter the Great, a large number of foreign vocabulary of various fields of activity penetrated into the Russian language. It should be pointed out what happened in the fashion industry in the second half of the 20th century. Almost all fashion houses were located in Europe and with the outbreak of World War II either closed or moved to the United States. It was there that the designers continued to create. It was in the USA that a new mass production of clothes was opened and developed, new types of fabrics were invented (for example, nylon - nylon), new styles and trends of fashion were born (street fashion - street fashion). The reasons for borrowing can be varied, to a greater extent extralinguistic:

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  historical and geographical interaction of languages ​​and cultures;
  
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  scientific and technological progress;
  
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  differentiation of already existing and the emergence of new concepts; erminological insufficiency (lack of concepts in the native language);
  
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  socio-psychological reasons;
  
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  globalization. For example, the term "kilt" penetrated from Scottish into English due to the geographical and cultural proximity of peoples.
  

Advances in science and technology have allowed the term nylon to quickly spread to many developed languages ​​of the world thanks to the widespread use of the material itself. The emergence of a new concept "bikini" led to the emergence of a term that had not previously been in any language in the world. There is a linguistic fashion - the pursuit of fashionable, prestigious words. A person receives a higher social status by using fashionable words and expressions in speech. Using fashionable vocabulary, we demonstrate not the level of education in general, but the level of awareness of the latest trends, the level of awareness. The openness of borders, the globalization of the economy and the convergence of cultures contribute to quick and easy borrowing from one language to another. In post-Soviet times, borders opened in our country, language contacts began to be observed, and various sources of information appeared. At the present stage of language development, borrowed foreign language vocabulary is very quickly assimilated, that is, it "settles" in the language, adapts and can even form whole word-formation series. For example, the adjective “design”, the noun “designer”, complex words such as “design project” are derived from the term “design”, the verb “design” is even recorded in the special literature, formed according to a pattern with verbs such as “gush”, "Initiate", "stimulate". Secondly, borrowed words are often written in Latin letters, precisely because of the popularity of fashionable words and the prestige of their use, (fashion industry, prêt-a-porte collection) or hyphenated (design studio). Some of the foreign terms that have appeared are, at first glance, redundant, since they have synonyms in Russian. However, as a rule, they have subtle semantic differences. Nevertheless, foreign terms in Russian can be used in a wide variety of ways. For example, in the city of Omsk there is a hairdresser called "Beauty Boutique". Some terms go a long way from the moment a concept appears to being fixed in the dictionary. This happened in the XX century with a bathing suit of a new type of bikini. The processes of globalization began to manifest themselves in modern society in the 1950s, when the idea of ​​the European Union appeared. It should be noted that globalization only initially presupposed economic integration. However, at the moment, almost all spheres of human activity are involved in these processes to one degree or another. The phenomena and concepts of the modern world are spreading across all countries and continents at a tremendous speed, regardless of state borders, the level of development of the economy, language and culture. For faster and more comfortable communication, languages ​​of interethnic communication are created. But they are not created artificially, but gradually, on the basis of modern means of their distribution. Thus, the following logical chain can be traced: the development of material culture has led to the formation of mass communications, mass communications use the latest technologies and cover billions of audiences, information in the media is repeated many times and reaches its information consumer in any corner of the planet.

Fashion, as a social phenomenon, is spreading at the same high speed. Today, the film actress appeared on the red carpet in a new image, and tomorrow millions of people will already copy it. The exchange of terms, borrowing from one language to another or from one language to many languages ​​at once, takes place with the same high speed. Since the second half of the 20th century, the source of borrowing, the so-called "storehouse of borrowing", has been the English language, namely its Anglo-American version. Many languages ​​of the world not only accept borrowings in large quantities, but also actively assimilate them, that is, they adapt them to the peculiarities of their grammatical structure, pronunciation, compatibility with other lexical units. Fashion is a fairly young and developing industry. In recent decades, it is truly one of the most global industries, and its professional terminology is international in nature, open to mutual enrichment and borrowing of new elements. One of the requirements for translation is adequacy, that is, the translator must transmit the original by equivalent means. Therefore, the first task of the translator is to analyze the term to be translated. Analysis of a term consists in searching for its meaning in a dictionary. But, given that this study deals with relatively new fashion terms, often associated with a conceptual idea or image, the translator needs to carry out a number of operations to analyze the term, analyze the context (in this study - various articles from glossy magazines and books on fashion) and special concepts. Kolshansky, for example, believes that the context is very important in translation: translation, in this case, as “a way of comparing the semantic systems of languages ​​or as a coordinate system of adequate semantic correspondences of different languages”⁶. In more complex cases, the translator uses synthesis - the construction of a new term that expresses the same concept as the term being translated. There are many more difficulties with the comparative method. During lexical comparison, it can happen that when lexical units are superimposed on each other, they can coincide only in several meanings, and not in the full scope of meanings, since languages ​​have a specific polysemy. When the semantic fields of the two lexical units diverge, respectively, there are inconsistencies in the semantic compatibility of each of the words, as well as discrepancies in synonymous and antonymic connections. The comparative method is valuable for translation, as it allows you to establish a system of semantic correspondences in 2 languages. Also, in addition to the fact that the comparative analysis reveals the common features of the compared objects, such analysis also contributes to the illumination the most characteristic specific characteristics of each of them, which often go unnoticed during intralingual research.

In this chapter, a study was conducted on the concept of fashion, its functions as an industry, a study on the concept of a term, its types and methods of translation was carried out, and the methodology of work and analysis with the source text before the immediate start of translation was also considered. In this chapter, operating on the theoretical basis of the first chapter, we will consider the features of the translation of terms in the fashion industry. A sociolinguistic study identified five periods in the development of fashion and its terminology. The fifth period is directly related to the topic of our research, therefore we will briefly describe it. The fifth period (XX - early XXI centuries) in the development of English terminology of clothing and fashion design can be divided into two stages, up to the 50s of the XX century and from the second half of the XX to the beginning of the XXI century. The first half of the century is characterized by a high level of industrial production, the development of sciences, an increase in interest in sports, a large number of discoveries and inventions. Women are freed from unnecessary, bulky suits. Corsets are abolished, the length of the skirt is shortened to the mid-calf, women everywhere begin to wear trousers, the term trouser suit appears. The study showed that equivalents in Russian exist for a small number of shoe names. For example, wellies - "rubber boots", sandals - "sandals" (original), also translated as "sandals", but in both languages ​​it is a borrowed word from the Greek language; sole - "sole", rubber thongs - "rubber slates". Previously, the words slippers and mules were translated into Russian as "slippers" and "flip-flops", respectively, but today, as in the era of the 70s. XX century, it is fashionable to use borrowed words in speech: "shoe" (shoes), "gold" (jewelry made of gold), "hairatnik" (headband), "ticket" (ticket), etc. This situation poses a threat to the Russian language, since the original words pass into a passive stock. The term system of the sphere of perfumery and cosmetics is heterogeneous, consisting of dissimilar elements. In the cosmetics and perfumery industry, intercultural communication plays an important role, and in this study the advertising section is of particular interest, since in fashion magazines there is a large number of contextual advertising, the so-called selling texts. The information provided by advertising must meet three criteria: objectivity, clarity and specificity. In a literal translation, the linguistic form of the original is respected, that is, the semantic and structural characteristics of the original language are transported into the target language. Literal translation often violates the spirit and grammar of the native language, but conveys the meaning of the text. The main disadvantage of such a translation is considered to be the transfer of the content of the text by words of the native language, but in a syntactic structure of the target language that is not native to the given language. Let's look at examples of erroneous translations:

Criodrenage Shower Gel

- cryodrainage shower gel; Keep off eyes

- "Keep off eyes", in this example, translation at the sentence level, and not at the level of words, is required to adequately convey the meaning

- "Avoid the area around the eyes"; Facial cleansing cloths.

- "Facial cleansing tissues" instead of the correct one: "Facial cleansing wipes." An example of an adequate literal translation is: "Fold up napkin and rub it until appearance of foam"

- "Fold up the napkin and rub it until foam forms." An example of transliteration is: Onyx - Onyx; khaki - khaki. Collagen - collagen is a protein found in all tissues of our body. Of course, transliteration, transcription and tracing when transferring foreign terms are relatively simple and easy ways of translation. It should be emphasized that the task of the translator is to convey the concept that exists in one language as accurately and adequately as possible by means of another language - the task is more complex and responsible, providing the most correct and complete translation.