SYNONYMITY AS ONE OF THE CHARACTERISTICS OF THE TERMINOLOGICAL SYSTEM OF MARKETING ACTIVITY IN THE FRENCH LANGUAGE

Abstract

The functioning of language occurs in conformity with the participation of different linguistic communities in the process of communication. Thus, the sphere of human speech activity and its pragmatic component at the level of words contribute to the identification of internal regularities of adequate choice and use of the lexical unit in a typical communicative professional situation. The semantics of marketing activity requires the formation of its lexical tools to ensure adequate communication between businesses in the market, the producer and consumer. Terms as elements of a specific system have several features that indicate belonging to it. This is the material and structural feature that characterizes the term as a linguistic sign: it serves as its material basis and at the same time acts as a unit of nomination and part of the lexical and semantic system of language. The sublanguage of marketing has common features with ordinary language, however, on the other hand, differs from it because it contains the words specifically designated for the sphere of marketing activity, the proper terms, and other lexemes that bring accuracy and specificity to the formulation of marketing terms. In addition to internal sources of vocabulary enrichment, there are also external factors, including borrowings that optimally correlate with the usual vocabulary. Often English, American terms function in parallel with their French equivalents as a result of penetration of Franglais. Although the activation of autochthonous language means contributes to the enrichment with new words and phrases, it leads to the formation of a passive lexical fund, which increases the number of doublet pairs. Synonymity is considered to be one of the most important types of paradigmatic relations. Usually, a large number of synonyms emphasize the polysemous nature of the terminological system and, in contrast to classical terminology, is not a desirable phenomenon. Context as the main factor in the process of synonymization is an important factor in the formation of the vocabulary of marketing terms; it is the macrocontext that creates grounds for attributing a term to a system of terms, since the realization of shades of meaning in a particular language environment is its natural function.