Keyword: «semantic transformation»

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.