Keyword: «linguistic and cultural adaptation»

The article considers the problem of translating Chinese films in the xianxia genre into Russian and English. It reveals the difficulties of translation, such as the correct perception and un-derstanding of linguistic realias from the perspective of the original linguistic culture, correctly conveying them by means of the translation language in view of the national characteristics of perception in another culture. It also outlines the ways of overcoming these difficulties: three strategies of linguistic and cultural adaptation in translation are identified and illustrated with specific examples.

The paper examines the phenomenon of English-language borrowings in the terminology of the beauty and fashion industry as a reflection of globalization processes. The linguistic mechanisms of loan adaptation, including transliteration, calculus, and semantic transformation, are analyzed. The influence of sociocultural factors on the introduction of anglicisms, as well as their role in the formation of professional idiolect, is considered. The results of sociolinguistic studies revealing differences in the perception of borrowings among different generations are highlighted.