Гендерные стереотипы в испаноязычной женской рекламе: переводческий аспект

Abstract

The aim of the study is to identify gender markers in modern Spanish-language women’s advertising and the ways of their adaptation when translated into Russian. The study is novel in that it is the first to analyze the implementation of gender stereotypes in advertising texts based on Spanish. Gender markers of the original advertisements have been identified: figurative and stylistic means; emotionally evaluative vocabulary; phraseological units with the components “confidence”, “success”. As a result of the study, the manipulative tactics of Spanish women’s advertising have been identified: tactics of persuasion, tactics of suggestion, tactics of affirmation, tactics of addressing. It has been found that the impact on the recipient is carried out through assertive and declarative phrases; modal and imperative forms; rhetorical questions and direct questions to the addressee; as well as through the use of addressing techniques and polite suggestion. Translation techniques for conveying gender markers in Russian translation have been identified: the technique of differentiation, stylistic substitution, addition, omission, descriptive translation, holistic transformation, as well as rewriting tactics. It has been proven that transcreation is an effective tool for adapting women’s advertising for a Russian-speaking audience.