ВІДТВОРЕННЯ КОМУНІКАТИВНО-ПРАГМАТИЧНИХ ОСОБЛИВОСТЕЙ АНГЛОМОВНОГО РЕКЛАМНОГО ДИСКУРСУ ЗАСОБАМИ УКРАЇНСЬКОЇ МОВИ

Abstract

Modern advertising has a serious impact on society. Today, advertising texts are constantly present in the daily life of society. Based on the individual behavior of the consumer in the global network, appropriate contextual suggestions are formed and the retargeting tool is used - the display of the product viewed by the user or information about the service is repeated many times in order to stimulate its purchase. Despite the development of visual technologies and the ability to model special effects, most of the advertising still has a strong verbal component, through which, in its turn, the main communication strategies of the creator of the advertising text are realized. Means of linguistic imagery, as well as various means of persuasion help to positively influence the consumer. Advertising is not just an announcement, message, acquaintance, reminder, but also a means of attracting attention, creating an image and popularity. The standard form of an advertising message consists of four main blocks: slogan, headline, main advertising text and phrase-echo. But the presence of all four blocks in one advertising message is not required. Often, ad authors can ignore the headline by including all the necessary information that will attract the recipient’s attention in the slogan. This option is becoming quite common, primarily to reduce the length of the advertising message. It was revealed that the implementation of the communicative function in English-language advertising determines the use of multilevel language tools at lexical, grammatical and stylistic levels, and also involves the appeal of the authors of advertising to various paralinguistic means. When translating advertising texts, there are some difficulties, which are that there are several approaches to understanding the translation equivalence, as well as the diversity of stylistic features of such texts. The solution to these problems is achieved by proper analysis of the source text and, as a consequence, the correct use of these approaches. The process of translating advertising texts is very complex and creative, the translator needs not only to take into account all the linguistic and extralinguistic features, but also to identify them harmoniously, motivating and influencing a certain type of audience.