The object of the current paper is related to lexical borrowings of European languages. The aim of the article is to discuss the most significant theoretical approaches to the integration of borrowings and to show the types of their assimilation on the example of Lithuanian and Russian. The research work aims at analysing lexical borrowings from different lingua franca, to determine their etymology, to show their integration types in the Lithuanian and Russian languages, as well as to establish differences between lexical borrowings and their standardized equivalents in both languages.

Visuomenėje anglų kalbos vartojimas tampa komunikacijos norma. Angliškos kilmės žodžius galima rasti beveik visose gyvenimo srityse: politikoje, žiniasklaidoje, muzikoje, sporte, grožio ir kompiuterinių technologijų pramonėje bei reklamoje. Pasaulio kalbininkai reklama vadina vartais, per kuriuos angliškos kilmės žodžiai patenka į kalbą. Todėl labiausiai paplitusia tyrinėjimo kryptimi reklamoje laikoma anglų kalba, jos naudojimas ir įtaka kitom kalbom. Straipsnyje nagrinėjami anglų kalbos ir jos elementų vartojimas Vokietijos ir Lietuvos interneto reklamos tekstuose. Remiantis ankstesniais tyrimais, apžvelgiamos galimos skolinimosi priežastys, anglų kalbos naudojimo reklamoje tikslai ir jos funkcijos. Angliškos kilmės žodžiai gali būti integruoti ar neintegruoti skirtinguose kalbos lygiuose: grafiniame, morfologiniame, leksiniame ir sintaksiniame. Empirinėje straipsnio dalyje nagrinėjami anglų kalbos skolinių reklamoje tipai ir jų integracija vokiečių ir lietuvių kalbose.

The process of globalization and changing political and economic benchmarks leads to the undoubted need for borrowings, which are observed in many languages of the world. We are talking about the process of borrowing from English, which has become modern in our society. Lingua franca languages such as Latin, Greek, or French dominated in Europe at different times and do not represent a new phenomenon in linguistics. However, nowadays borrowings from English into other languages, according to many European linguists, go far beyond the objective process of linguistic borrowing. The influence of other lingua franca languages was limited to some particular areas of vocabulary, or borrowings were used only by certain social strata of the population. The influence of the English language today is limitless. Therefore, not only linguists but also ordinary citizens of many countries are concerned about the expansion of the English language that has spread around the world. This provides grounds to discuss the further spread and development of English borrowings in the lexicons of European languages. This article discusses borrowings into Russian. The aim of the paper is to consider the main reasons for borrowings. I also present the types of new English loanwords based on Russian newspaper texts. The article also addresses the following questions: How should we relate to the fact that borrowings often push native words out of use? Do we need restrictive measures to prevent journalists or TV presenters from using borrowings when there are equivalent words in Russian?