Colloquial vocabulary in literature. Features of colloquial vocabulary

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The goal of any loyalty program is not only to attract new customers, but also to establish long-term contacts and relationships with consumers.

Modern conditions for the development of the market for services and travel services, in particular, put customer loyalty programs in the first place, turning them into a guarantee of stable growth in sales, optimization of costs for promoting the company's services and maintaining its competitive advantages.

Loyalty programs help track the slightest fluctuations in the client environment, because through the simplest means of increasing loyalty (for example, accumulative cards), you can track the dynamics of purchases, seasonal fluctuations demand, sales structure.

Finally, another huge plus in favor of loyalty programs is that the client himself is ready to be loyal. And this willingness is especially great in tourism.

The purchase of a tourist product is always accompanied by the client's feelings and fears regarding its quality. Therefore, it is necessary to be prepared for the fact that once having bought a ticket in this travel agency, the client is almost completely ready to return for the next season.

A well-implemented loyalty program becomes an important competitive advantage. It enables:

1. Increase the return on each client:

Loyal customers spend 20-40% more on purchases than regular customers;

The cost of communicating with existing customers is much lower than the cost of attracting new ones.

2. Reduce customer churn:

Loyal customers prefer to use the services of a certain company;

They are aware of the company's capabilities and are also aware of the limitations of the business, so they will not stop using the services because of unfulfilled expectations.

3. Attract new customers:

Regular customers can give expert assessment activities of the company, talk about the benefits of the service in reviews on forums, etc.;

They will advise friends and acquaintances to use the services of a travel agency.

4. Save on marketing research. Loyal customers are the most efficient system monitoring the state of the business, identifying its shortcomings:

They will express their dissatisfaction in the event of a failure in the service process;

By analyzing customer purchase data, the company's management can predict its needs and optimize the company's assortment policy.

Implementation of the loyalty program. To do this, the studied travel agency is invited to join the existing coalition loyalty program. This option was proposed on the basis that the frequency of purchases among enterprises in the field of tourism is very low and / or they are forced to give the goods almost at cost. Us, V. How to increase customer loyalty / V. Us // CEO. Access mode: . At the same time, it is extremely important that companies with high frequency purchases and the target audience intersected with the activities of the Planet travel agency. Thus, good effect, for example, will give the alliance of the TC "Planet" with the airline.

In order to competently build a loyalty program and get a financial return from its implementation, it is necessary to act consistently.

Step 1. Definition of tasks.

To set specific goals, it is necessary to evaluate Current state business, as well as the ability of the travel agency to implement an effective loyalty program. To do this, you need to answer the following questions:

1. What is the development strategy of the travel agency, what are the business goals?

2. How does the travel agency receive, organize and analyze customer information?

3. What is the market situation? (Industry and competitive analysis required.)

4. Is the travel agency recognizable? In what degree? What is the positioning strategy?

As a result of the analysis, it is necessary to find out which business processes will be used and what revenue growth can be expected as a result of the introduction of a loyalty program. Before developing a detailed plan, you need to calculate indicators such as the return on investment in the loyalty program, the rate of return, payback periods.

First of all, it is necessary to prepare a plan for the implementation of the program, which should contain its objectives, the system of functioning, the necessary costs and the expected result.

Step 2. Determination of the functioning system.

The main components of the loyalty program are a database, a set of communications with customers, a set of rewards, software and personnel serving the program.

Before compiling an incentive package and determining how clients will be contacted, it is necessary to analyze the data accumulated in the client base and prepare it for the program.

The database should contain information:

About the socio-demographic characteristics of the client: gender, age, place of residence, education, place of work, income level, etc.;

The level of its purchasing activity (frequency and amount of orders);

Relationship with the company (how he was attracted, what services he acquired, what he was interested in, what he was satisfied with or dissatisfied with, etc.).

To identify the most valuable customers, the database needs to be segmented. Clients should be classified according to the amount of money spent in the travel agency, the frequency of purchases and the age of the last purchase.

After analyzing the database and identifying the most important customers for the business, you need to determine the ways to communicate with customers and the package of privileges. The latter should contain material and non-material incentives:

1. Financial incentives: providing discounts, bonuses, gifts, service, etc.

2. Non-material stimulation: emphasizing the status of the client, his belonging to a special, closed circle.

The privileges granted to customers must be unique and consistent with the consumer's portrait.

Step 3. Estimating costs.

The costs of implementing a loyalty program can be attributed to marketing. The following costs must be taken into account:

Carrying out marketing research;

Informing the target audience;

Training software and staff; program maintenance costs (issuance of cards, etc.).

Step 4. Testing the loyalty program.

Before starting the implementation of the loyalty program, it can be recommended to test it on a certain number of customers. The pilot project will allow debugging business processes and loyalty program procedures, as well as evaluating the effectiveness of this method.

Step 5: Performance Evaluation

The development and implementation of a loyalty program is associated with the investment of funds and the need to make significant changes into business processes. Its effectiveness can be assessed by the following indicators:

Average frequency of purchases (per year);

The total number of issued cards and the number of new participants in the program;

Frequency of using cards;

The share of expenses of loyal customers in the expenses of the general audience.

So, having determined the stages of developing a loyalty program, we will consider its application to the Planet travel agency.

This program is for 1 year.

Problems due to which it was decided to implement a loyalty program:

1. Increasing customer churn.

2. Aggravation of competition within the industry.

3. High costs of attracting new customers.

The main task set before the program is to reduce the outflow of existing customers and thereby save on attracting new ones. The composition of potential participants in the program was determined by the following characteristics:

The term of cooperation with the travel agency is at least six months;

The average cost of the tour per person is not less than 700 USD.

Only participants need to be notified of the launch of the program. They have the opportunity to accumulate points and receive rewards. On average, each participant is encouraged to send one letter every four months. Information support carried out through electronic personalized mailing.

When analyzing its effectiveness, the following data will be taken into account:

1. Costs of program participants for travel services.

2. The level of customer churn reduction.

3. Profitability.

The customer loyalty program to TC "Planeta" includes the following activities:

Stage 1. Determining the degree of customer satisfaction with the work of the agency.

1.1. Demonstration to the client of care about his person.

Implementation:

When selling a tour, it is especially important Feedback, the manager needs to contact the client upon his return to find out how he rested. This will show the client care about him and will contribute to a positive decision for this travel agency on the next trip.

Inform the client that regular customers use flexible system discounts. Managers are always ready to go out on their day off to work with them. Loyal customers can only book a tour from home by contacting the manager and are also rewarded with discount cards.

1.2. Dealing with customer complaints.

Implementation:

Customer complaints may relate to the quality of service, the behavior of the travel agency staff, untimely fulfillment of the order, the quality of the service provided. Proper organization of work with customer complaints allows you to increase their loyalty to the travel agency and, as a result, income. The influx of new customers depends on customer satisfaction with the quality of the services provided, since many customers come on the recommendations of existing ones. Nechaev, A. How to respond to customer complaints / A. Nechaev // General Director. Access mode:

How to handle customer complaints:

1) Fixing complaints (for example, in a specially established journal). It is necessary to fix complaints in order to then find ways to solve certain problems and eliminate shortcomings in the work.

2) The fastest possible response. It is desirable to give a response to the client as quickly as possible, if possible - on the day the claim is received. Only in this way he will feel the care of the company about himself. If the fault of the employees is found, the client needs to apologize and eliminate all shortcomings.

3) Establishing feedback.

It is necessary to teach employees to listen to customers, answer their questions and solve their problems.

Staff must understand that complaints are normal in the travel industry and a valuable source of information, not evidence of incompetence. Working with the client, the travel agency solves his problems, and if he feels that the travel agency is not indifferent to his problems, he will come more than once.

4) The occurrence of a situation where the complaint is unfounded.

If the travel agency is not at fault in what happened, it is necessary to explain to the client that all the obligations assumed by the travel agency have been fulfilled. However, it is desirable to offer a way out of the current situation with less losses for the client and for the company. The client should not be alone with the problem.

Practice shows that when resolving disputes about material compensation for damage caused to a tourist, in most cases it is more profitable for a travel agency to go with him to the world than to transfer the dispute to the courts. Litigation usually ends for the travel agency with a great loss of time and labor, as well as significant financial costs. Ismaev, D.K. The main activity of a tourist company (on the example Russian tourism) / D.K. Ismaev. - M.: LLC "Knigodel", 2005. - P.146.

Stage 2. Determination of the client in the number of potential regular and loyal customers.

2.1. Development of an incentive program.

The development of this program should be carried out by the head of the travel agency and the accountant, to determine the level of profitability of events.

The consumer, becoming a member of the customer incentive program, is drawn into the system of accumulating reward points (points, bonuses). With each purchase of a travel service, the consumer receives a certain number of points, which depends on the cost of the service. The consumer does not receive a gift “on the spot” (a trip, for example, for two to Turkey or Egypt, can act as a gift). In order to receive a gift, the client needs to make several purchases and accumulate required amount bonuses.

The more reward points on the account of the consumer, the better the gift that he will receive. As a result, the consumer gets the feeling that the more he spends, the more he gets (earns).

The management of the travel agency gets the opportunity to use the contact details left by the consumer to draw attention to themselves and their special offers(send them news, talk about promotions, congratulate the consumer on his birthday, etc.). In addition, the travel agency participating in the customer incentive program has the opportunity to study consumer behavior their customers without resorting to high-cost research.

A consumer who participates in a customer reward program leaves a pretty detailed information- age, gender, social status, approximate financial situation and other data. Since each purchase of the consumer is recorded, the manager has the opportunity to collect information about consumer preferences, receiving quite complete picture about buyers.

Stage 3. Analysis of the effectiveness of the program and its implementation.

At this stage, the management of the travel agency is recommended to make sure that the implementation of this program will not cause significant financial and other losses to the company, in order to avoid the latter, it is necessary to determine in advance the amount of discounts, the cost of remuneration, etc.

Thus, it can be noted that the proposed activities will help increase the degree of customer loyalty to the TC "Planeta".

It is difficult to write a bright, memorable book. But some authors know how to win the attention of an impressive readership with their works. What is the secret of their success? Let's try to find out in this article how they achieve universal recognition.

vernacular

Colloquial vocabulary - words with a rough, stylistically reduced and even vulgar connotation, which are located outside the boundaries of the literary syllable. They are not typical for exemplary, book style but familiar different groups society and are a cultural and social characteristic of those people who do not know written language. Such words are used in certain types of conversation: in joking or familiar speech, in verbal skirmishes, and the like.

In general, vernacular is called non-literary vocabulary, which is used in people's conversations. However, it cannot be rude and have a special expression. It includes, for example, such words: “inside”, “plenty”, “free of charge”, “theirs”, “the other day”, “for the time being”, “hardly”, “in bulk”, “get tired”, “rubbish”, “blurt out”, “hard worker”, “struggle”, “brainy”.

There are countless marks in dictionaries that indicate a reduced style of words and their meanings, giving them a minus rating. Colloquial vocabulary most often contains an evaluative-expressive tone.

You can also find generally accepted sayings in it, differing only in their accentology and phonetics (“snuffbox” instead of “snuffbox”, “serious” instead of “serious”).

Reasons for use

Colloquial vocabulary in different types dialect is used by different reasons: the author's direct relation to the described, pragmatic motives (journalistic phrases), expressive themes and shocking (colloquial words), characterological motives (artistic phrases). In official business and scientific conversations, colloquial vocabulary is perceived as a different style element.

Indelicate style

Rough colloquial vocabulary has a weakened, expressive impolite coloring. It consists, for example, of such words: “riff-raff”, “dylda”, “stupid”, “mug”, “pot-bellied”, “trapach”, “muzzle”, “mug”, “bast shoe”, “bitch”, “ pierce", "slam", "bastard", "hamlo". Extreme vulgarisms belong to it, that is, (indecent abuse). In this style, you can find words with exceptional colloquial meanings (most often metamorphic) - “whistle” (“steal”), “it cuts” (“speaks smartly”), “roll” (“write”), “weave” ( "talk nonsense"), "hat" ("blur"), "vinaigrette" ("mess").

Everyday style

It is one of the basic categories of the vocabulary of the writer's language along with the neutral and book genre. It forms words known mainly in dialogic phrases. This style focuses on informal conversations in an atmosphere interpersonal communication(relaxedness of communication and expression of attitudes, thoughts, feelings to the subject of conversation), as well as units of other tiers of the language, acting mainly in colloquial phrases. Therefore, everyday expressions are characterized by an expressive subdued coloring.

The colloquial genre is divided into two basic layers of different capacity: written vernacular and vocabulary of everyday life.

Vocabulary

What is colloquial and colloquial vocabulary? Everyday vocabulary consists of words characteristic of oral species communicative practice. Conversational phrases heterogeneous. They are located below neutral sayings, but depending on the degree of literary vocabulary divided into two significant groups: colloquial and colloquial lexicons.

Everyday includes terms that give the conversation a touch of informality, immediacy (but not rude colloquial words). From the point of view of the attribute of parts of speech, the dialogue vocabulary, like the neutral one, is diverse.

It includes:

• nouns: "witty", "big man", "nonsense";
• adjectives: "loose", "disorderly";
• adverbs: "in my own way", "at random";
• interjections: "oh", "bai", "lga".

The everyday lexicon, despite its dullness, does not go beyond the boundaries of the literary Russian language.

The colloquial vocabulary is lower in style than the everyday one, therefore it is placed outside the standardized Russian writer's speech. It is divided into three categories:

1. it is grammatically shown by adjectives ("drunk", "pot-bellied"), verbs ("to sleep", "smell"), nouns ("dylda", "stupid"), adverbs ("lousy", "foolishly"). These words sound most often in the conversations of poorly educated individuals, determining their cultural level. Sometimes they are found in the conversations of intelligent people. The expressiveness of these words, their semantic and emotional capacity sometimes make it possible to expressively and briefly show the attitude (often negative) to any object, phenomenon or person.
2. Roughly colloquial lexicon differs from rough-expressive high level swagger. These are, for example, such words: “khailo”, “mug”, “murlo”, “turnip”, “grunted”, “rylnik”. These sayings are eloquent, they are able to convey the negative attitude of the speaker to any episodes. Due to excessive savagery, it is unacceptable in the conversations of cultured people.
3. Properly colloquial lexicon. It includes a small number of words that are unliterary, not because they are clumsy (they are not rude in expressive coloring and meaning) or have a swear character (they do not have abusive semantics), but because they are not advised to use educated people in conversations. These are such words as “ahead of time”, “nowadays”, “tyaty”, “probably”, “spawning”. This type vocabulary is also called common and differs from the dialect only in that it is used both in the city and in the countryside.

Synonyms

Synonyms in colloquial vocabulary and literary vocabulary very often simultaneously differ in the degree of expressiveness and expressiveness:

• head - kalgan, head;
• face - image, muzzle;
• legs - oats.

Often in conversations there are not only synonyms as such, but colloquial variants of literary words, including grammatical ones:

• to her - to her;
• always - forever;
• he ate - he ate;
• their - theirs;
• from there - from there, from there;
• goodbye - goodbye.

Creativity M. Zoshchenko

Many believe that the means is colloquial vocabulary. Indeed, in the hands of a skilled writer, non-literary words can serve not only as a means of psychological description heroes, but also to generate a stylistic recognizable specific environment. This is prefigured creative work M. Zoshchenko, who skillfully parodied petty-bourgeois psychology and way of life, “interspersing” uncomfortable common expressions into the conversations of the heroes.

What does the colloquial vocabulary look like in his books? M. Zoshchenko are impressive. This talented writer wrote the following:

"I'm talking:

Isn't it time for us to go to the theater? They called maybe.

And she says:

And the third cake takes.

I'm talking:

On an empty stomach - isn't it a lot? May vomit.

No, he says, we are used to it.

And take the fourth.

This is where the blood hit my head.

Lie down, - I say, - back!

And she got scared. She opened her mouth, and a tooth gleamed in her mouth.

And it was as if the reins had fallen under my tail. Anyway, I think, now do not walk with her.

Lie down, - I say, - to hell! (Story "Aristocrat").

In this work, the comic effect is achieved not only due to the many simple folk expressions and forms, but also due to the fact that these statements stand out against the background of "exquisite" literary clichés: "eaten cakes" and so on. As a result, a psychological portrait of a poorly educated person is created. narrow-minded person trying to appear intelligent. It is he who is the classic hero of Zoshchenko.

Dialect vocabulary

And what is a dialect-colloquial vocabulary? When studying the urban vernacular, many people ask a topical question about its local flavor associated with the influence of dialects: emphasizing limited parameters in accordance with the data of a particular metropolis makes it possible to compare them with materials from other cities, for example, Tambov, Omsk, Voronezh, Elista, Krasnoyarsk and etc.

The conventionality of the border between colloquial and dialect vocabulary is very often explained by the historical connections of folk dialect with jargon, genetic reasons, which are sometimes not quite legitimately analyzed as the basic source of enlightenment for this impoverished layer of the popular language.

Mastery of A. I. Solzhenitsyn

Agree, sometimes the use of colloquial vocabulary gives the work a certain uniqueness. The linguistic and stylistic skill of A. I. Solzhenitsyn, marked by extraordinary originality, attracts many linguists. And the paradoxical negative attitude of some readers to him obliges to study the language and style of the works of this author. For example, his story “One Day in the Life of Ivan Denisovich” shows the internal unity and consistent, precise motivation of its figurative and verbal composition, in which, as Leo Tolstoy stated, “a unique order of the only possible words” appears, which is a sign of true artistry.

Important nuance

Dialect vocabulary is very important for Solzhenitsyn. Having “entrusted” the author’s function to the peasant, making him the main character of his story, the writer managed to create an extremely unconventional and expressive dialectal assessment of his expressions, which decisively excluded for all current writing the effectiveness of a return to the hackneyed stock of “folk” speech signs that wander from book to book ( such as "nadys", "apostle", "darling", "look-squint" and the like).

For the most part, this description of the dialect is developed not even thanks to the vocabulary (“haydak”, “ice”, “halabuda”, “gunyavy”), but due to word formation: “I will not”, “nedotyka”, “shelter”, “satisfied” , "quickly". This way of attaching dialectisms to the speech art sphere, as a rule, evokes an approving assessment from critics, since it revives the familiar associative connections of the image and the word.

Folk speech

How is colloquial vocabulary used in speech? In the conversations of the modern peasantry, dialectal and common folk vocabulary are practically inseparable from each other. And do such, let's say, words like "shitty", "self-indulgence", "spirited", "catch up" go back to any particular dialect and are perceived precisely for this reason, or are they used in their general non-literary properties - for speech evaluation Ivan Denisovich does not matter. It is important that with the help of both the first and the second, the hero's conversation receives the necessary stylistic and emotional coloring.

We hear generous humor, lively, free from easily borrowed recent times in various controversial fields of standard, shrewd popular speech. Solzhenitsyn knows her very well and sensitively picks up new insignificant shades in her.

How else is colloquial vocabulary characterized? Examples of its application are endless. It is interesting that Shukhov used the verb “insure” in one of the fresh “sports and production” meanings - to ensure the reliability of the action, to protect: “Shukhov ... with one hand gratefully, hastily took a half-smoker, and with the second from below he insured, so as not to drop it.”

Or the contracted use of one of the meanings of the verb “consist”, which could appear in folk sayings only at the present time: “Someone brought stencils from the war, and since then it has gone, and more and more dyes are being collected: they are nowhere, nowhere does not work…".

Knowledge of folk expressions was given to Solzhenitsyn and a heavy life experience, and, of course, active interest master, which prompted him not only to consider, but also to specifically study the Russian language.

The concept of low style and reduced vocabulary. Colloquial vocabulary and its varieties. Spacious vocabulary. Vulgarisms. Swear words.

So, as already mentioned, stylistically colored vocabulary is divided into high (which we have already considered) and reduced. Words with reduced stylistic coloring are predominantly colloquial vocabulary. This is vocabulary that is used in an atmosphere of relaxed conversation, not constrained by any circumstances and conventions. This vocabulary is often expressive, expressive, emotional.

In reduced vocabulary, two layers are usually distinguished: colloquial and colloquial vocabulary.

To colloquial vocabulary include words that, while giving speech ease, are devoid of rudeness at the same time. For example, with the label " unfold." Dictionaries list the following words:

Apparatchik .Razg. Government worker.

wasted .Razg. Without achieving anything, in vain.

milksucker .Razg., neglect. One who is too young to judge something.

youngster .Razg., scorn. A person, usually young, suspicious or dangerous to others.

Strum .Razg. Play a musical instrument.

We see that often the stylistic label "colloquial." accompanied by some expressive-evaluative mark: " joker.», « despises.», « neglected." and etc.

Indeed, many colloquial words are emotionally and expressively colored. The very presence of expressive coloration also colors the vocabulary stylistically, making it non-neutral, and, more often, downward. Therefore, one of the signs of colloquial words is their emotional coloring: playful, affectionate, ironic, etc. ( granny, little boy, house, hut- caress; rhymes- irony; writing, domina- disdainful, contemptuous).

Colloquial vocabulary also includes words with a figurative predicative-characterizing meaning: hat("slugger"), crow("rotosey"), bear("clumsy person") elephant("goof"), a fox("cunning") hare("coward"), lair, lair,pigsty(“bad housing”).

However, this does not mean that all spoken words are emotionally colored - most of them do not have emotional coloring ( usher, soda, go home, potatoes). A sign of such colloquial words is often word-building elements (for example, suffixes) characteristic of colloquial speech: -sh- ( hairdresser, secretary, doctor); -to- ( reading room, locker room, "Literature"); -onk-/-enk- ( little eyes, little hands, money) and etc.

Sometimes colloquial vocabulary is divided into colloquial-everyday, colloquial-literary and colloquial-vernacular (M.I. Fomina), according to the degree of reduction, however, the criteria for such a division are not entirely clear and stable, therefore, in dictionaries, all colloquial vocabulary is noted equally. It is not always possible to distinguish between colloquial vocabulary and even more reduced - vernacular.

colloquial vocabulary , unlike colloquial, either has a shade of rudeness ( shabby, belly, steal, eat, sleep, show off, zenki, lair), or non-normativity ( seem, instead, to forgive, the other day, just now, in half, without fail). Lexical vernaculars of the latter type, as violating the norm of the literary language, are usually taken out of the literary language and considered as an independent social sublanguage - urban vernacular, as already mentioned). The colloquial vocabulary of the first type (it is called roughly colloquial, colloquial colloquial or literary colloquial) cannot be taken out of the literary language, because. the language will then lose one of its expressive means - such vernacular words are brightly expressive and semantically capacious (they briefly call the whole dissected concept, which, using interstyle words, would have to be expressed by a number of words or sentences). Let's see how A.P. Evgeniev (“Dictionary of synonyms”, preface) the presence of expressive coloring in colloquial synonyms: “If the word eyes only names the instrument of vision, then the word peepers serves as an expression of disdain. Word burkaly, except for an expression of disdain, contains a certain characteristic: these are bulging, inexpressive eyes.

The issue of vernacular is thus solved in linguistics ambiguously. First of all, the question is whether or not vernacular is included in the literary language (even in the most reduced stylistic layer of vocabulary). According to one point of view, vernacular (both of them) is outside the literary language (D.N. Ushakov, A. Kalinin) and is between literary language(colloquial speech) and dialects; according to another point of view, both vernaculars are part of the literary language as the lowest stylistic variety of vocabulary (I.S. Ilyinskaya); according to the third point of view (Yu.S. Sorokin, A.N. Gvozdev), the first vernacular, as not violating the norm, enters the literary language as a stylistically reduced layer of vocabulary, and the second vernacular remains outside the literary language as non-normative. Yu.S. Sorokin only calls the first vernacular, and the second - urban koine. Disputes about whether or not colloquial speech is included in the literary language ceased after the publication in 1973 of an article by F.P. Filin "On the structure of the Russian literary language". In it (and subsequent works) F.P. Filin showed that there is not one, but two spaces.

The first is the language means used by all educated people for a rough, reduced image of the subject of thought ( show off, hag, skiff). Such vernacular is a stylistic means of the literary language, i.e. it enters the literary language as a stylistically reduced layer of vocabulary.

The second vernacular is non-literary. This is the speech of people (mainly urban residents) who are not well educated, who have not mastered the literary language enough. These include linguistic phenomena all levels (phonetic, lexical, grammatical: choice, who is extreme, lays down, pay the fare), which an educated person under no circumstances can use, unless deliberately, imitating the speech of illiterate people, for the purpose of a language game. Unlike the first vernacular, the use of which is conscious, the second vernacular is used unconsciously, as the only way to express thoughts, which is at the disposal of an illiterate person who has no idea about the culture of speech.

Thus, vernacular-1 (colloquial vocabulary, literary vernacular) should be distinguished from vernacular-2 (urban vernacular, non-literary vernacular), which we considered when we talked about the social differentiation of vocabulary.

Unfortunately, in explanatory dictionaries, both vernaculars are not always distinguished, although the second one should not have a place in them at all. For example, words like make-believe,to there(non-literary vernacular) are marked "simple." along with the words dohlyak,horloder,zhivoglot(literary vernacular). This is due to the fact that vernacular has not yet been sufficiently studied, and there are no clear criteria for distinguishing not only literary and non-literary vernacular, but even vernacular and colloquial vocabulary. So in the same dictionary there, doctor regarded as vulgarity, and this way, watchman like colloquial words.

Colloquial vocabulary, as well as colloquial, also sometimes has distinctive word-building elements: suffixes -yaga-, -uga-, -nya-, etc .: hundred, bandyuga, cunning, chatter, chatter etc.

A colloquial word can only have one of the following meanings:

Raven. 2.transfer. About people seeking to take advantage of smth., plundering smth. ( simple, contempt.).

cudgel 2.transfer. Oh stupid stupid person (simple, swear).

As you can see, sometimes in dictionaries for the litter " simple." added, as in the case of colloquial vocabulary, expressive marks: " rude.», « bran." etc. For example:

bulge (rough, simple) Bulge your eyes.

Such litters are usually rudely colloquial and abusive vocabulary ( vulgarisms), standing on the verge of the literary language.

The recently observed stylistic decline in speech, its vulgarization and even the free use of obscene or invective vocabulary (cursing, obscenities) - although understandable from a social point of view, as a reaction to the prohibitions and slogans of the past, but, ultimately, is associated with lack of culture , with a well-known loss of artistic and aesthetic speech ideal. The danger of vulgarization and jargonization of speech (and even fiction) is that it is superimposed on spiritual standardization and poverty, speaks of the involuntary psychological subordination of those who speak the worldview "lesson", "punks", "thieves in law". Therefore, attempts to include some profanity in general dictionaries(as it was done in latest editions"Dictionary of the Russian language" by Ozhegov-Shvedova) are unjustified - there are special dictionaries for this. L.I. Skvortsov, in connection with such a situation, raises the question of the "ecology" of the language, i.e. its cleanliness and preservation.

Thus, the stylistically colored vocabulary indicates, first of all, the limitation of its use within the framework of a certain functional style. However, as already mentioned, there is an opinion that the stylistic coloring of a word (as well as the expressive one) is a component of the semantics of the word, a stylistic connotation, and the very presence of this connotation marks the word, highlighting it against the background of neutral vocabulary. In this case, one speaks not of a functional-stylistic stratification of vocabulary, but of a vocabulary with expressive-stylistic coloring (as opposed to nominative, neutral). However, at the same time, emotionally expressive coloring ( despise, despise, despise, caress) is not always distinguished from the stylistic ( lofty, poetic, colloquial, simple), which is not entirely true. Emotional coloring - an expression of the speaker's attitude to the object of speech (positive or negative) - is an obligatory component of meaning, which can be expressed not only by litter, but also verbally, in a dictionary definition. For example: horse, nag -colloquial, neglected. to the horse / bad horse. Stylistic coloring, on the other hand, is only used in a certain style and is not a component of meaning, therefore it is expressed only by a mark, cf .: eyes (high.) - the same as the eyes; to lie (simple.) - to lie.

The stylistic stratification of vocabulary, as already mentioned, is marked in general explanatory dictionaries with the help of special stylistic marks pointing to the features of the stylistic functioning of the word. Actual in this sense is, as already noted, the absence of a litter. For example: eyes - without litter (neutral, interstyle word), eyes (high, outdated.),Zenki (simple, rough). However, the system of stylistic labels is still far from perfect, as evidenced by the fact that each dictionary has its own system of stylistic labels. Moreover, many dictionaries include stylistic marks that indicate the historical perspective of the word (such as "obsolete"), and the scope of the word's use (such as "region"), which is not entirely true and is an extension of the use of the term. Actually, stylistic marks should still be considered marks that indicate only stylistic coloring the words: colloquial, simple, bookish, high, poet. etc.

Concluding the conversation about the various characteristics of the vocabulary of the Russian language, it should be noted that in dictionaries some words often combine different characteristics: neglected." and " simple.», « outdated." and " high." etc. (For example: Abode .Old and tall. Same as housing

Indeed, many characteristics are closely related to each other. So, regional words usually fall into the stylistically reduced layer of the vocabulary of the literary language (vernacular). obsolete words passive vocabulary is usually used in high style. Special vocabulary (terms) - belonging to the book style, etc. Therefore, the markedness of vocabulary in explanatory dictionaries (with the help of special marks) reflects the real stratification of vocabulary by sphere and activity of use and stylistic coloring. Therefore, using an explanatory dictionary, you can determine the place of any word in the vocabulary of the language.

Each word of the dictionary thus occupies a specific place in lexical system language and can be characterized by four specified parameters: origin, social sphere of use, dynamics of use, stylistic coloring. Consider what was said on the example of an excerpt from the “Song of prophetic Oleg» A.S. Pushkin and present the characteristics of the vocabulary of this text in the form of a table (see table No. 4):

Table 4. Vocabulary composition of the text.

word	origin	sphere	dynamics	style
	primordial	commonly used	active
	primordial	commonly used	obsolete (arch.)
is going	primordial	commonly used	obsolete (arch.)
		commonly used	obsolete (arch.)
		commonly used	active
take revenge	primordial	commonly used	obsolete (arch)
unreasonable	primordial	commonly used	obsolete (arch.)
to the Khazars…		commonly used

All information on this topic is summarized in the reference diagram

(See *Appendix 2. Reference schemes.Scheme number 5. Vocabulary Russian language ).