Лінгвістичні особливості рекламних текстів та їх перекладу

Abstract

The article is devoted to the study of linguistic and stylistic features of advertising texts and factors influencing their translation. Various means of translation of advertising texts and expediency of using lexical-semantic transformations are analysed. The work considered such issues as the structure of advertising texts, the peculiarities of their construction. All the above-mentioned statements are illustrated by the examples of the English-language advertising texts, isolated from the mass media, and the author's versions of their translation. Advertising is an integral part of our daily lives and culture. Advertising texts, as ways of a certain communicative influence on members of the cultural and linguistic community, are the objects of linguistic, psycholinguistic and sociolinguistic research. As one of the functional tools of economics, the advertising text has a huge psychological impact on the recipient. Modern advertising reflects all the radical changes in IT and the media, in social and economic relations, in the current understanding of culture, laws, social order and the role of man in it. Considering the linguistic and stylistic features of advertising texts, it should be noted that advertising has a variety of forms, which in turn is one of the factors that determine its widespread use in various fields of human activity from the commercial to the social sphere. In this case, the translation of advertising in contrast to the translation of fiction differs in form, language and pronounced communicative tendency. It is also emphasized that in the process of translation advertising texts the interpreter must solve not only linguistic problems due to the differences in semantic structure and features of the use of two languages in the communication process, but also the problems of sociolinguistic adaptation. Thus, the relevance of this study is the importance and prevalence of advertising in modern society, as well as the need for a deeper analysis and understanding of its spheres of influence, which largely determine the linguistic and stylistic features of advertising texts. The article also considers the linguistic features of modern English-language advertising slogans, because in many respects they explain the variety of slogans and the principles of their formation. In addition, the relevance of this study is that now advertising – is much more than just a process of trade. Advertising is increasingly influencing people's minds, changing their normal lifestyle. Solving the tasks in the course of our work we extensively used the comparative method, which can identify the nature of the English advertising slogan. The scientific novelty lies in the identification of linguistic and stylistic features of English advertising slogans, as well as methods of their translation.