UNIVERSAL AND LANGUAGE-SPECIFIC STRATEGIES FOR ADVERTISEMENT TRANSLATION
Keywords:
translation, communicative task, translation transformations, advertising, advertising slogan, target audienceAbstract
The article is devoted to the features of advertising language in terms of the English language advertising slogans translation. The subject of research is the analysis of adequate information transmission mechanisms and methods in the translation of advertising slogans. The object of the study is English-language advertising slogans and their translation. The purpose of the study is to identify the specific characteristics of advertising slogans, features and problems that arise in the process of their translation. The material for the study was the texts of scientific, educational and methodological literature, manuals on the theory and practice of translation, articles in periodicals, dictionaries. The following research methods were used in the work: analytical, descriptive, continuous sampling method and comparative analysis of English-language slogans and their equivalents, statistical analysis. In this work, the specific characteristics of advertising slogans, features and problems arising in the process of their translation were identified. The practical value of this work lies in the fact that the results obtained during the research can be used as demonstration and illustrative material in courses on stylistics, theory and practice of translation.
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