ADAPTATION OF THE TERMINOLOGY OF ENGLISH-LANGUAGE SALES SITES INTO UKRAINIAN: FUNCTIONAL-SEMANTIC ASPECT

Abstract

The article examines the functionality and semantics of English-language sales sites’ modern terminology for the correct adaptation of such online shopping resources into Ukrainian. The functions of Englishlanguage commercial sites’ terms are highlighted (nominative, defining, communicative, cognitive, heuristic, advertising, regulatory). Polysemy and polyfunctionality are revealed within the terminological system of English-language commercial sites, which is constantly updated. It’s established that according to structural and semantic features, nomenclatural lexical units are divided into: single-word (which form the basis of the studied terminological system), terms-phrases and multicomponent terms. It’s indicated that the ambiguity of English-language sales sites’ terms may have a negative impact on interaction with different categories of consumers because of the absence of collective agreement of content managers and clients on the meanings of lexical units. It was found that the terminology of English-language sales sites is focused on: clear designation of types of services, identification of goods among tens of thousands of similar items, creation of categories and classifications of specific concepts of the industry. It was demonstrated that terms can be regulators that ensure legal certainty, compliance with order in the process of selling goods or providing services, as well as legal correctness of transactions, thus emphasizing the uniqueness of the content, promoting intercultural understanding and stimulating the desire of customers to purchase goods or use services. The presented materials are useful both for customers of online stores and for specialists who are professionally engaged in the localization of English-language online shopping resources into Ukrainian, since deepening knowledge of the use of the latest terminology of sales sites is a prerequisite for innovation and the formation of new needs in the market.