Лексичний аналіз італійських рекламних текстів відомих світових брендів та їх переклад українською

Abstract

Introduction. Today, in the age of information society and active globalization, advertising, which surrounds us everywhere, plays an important role. Modern advertising has become an integral part of various spheres of society and is a phenomenon of economic, social, psychological and cultural nature. Advertising slogans are important, they are elements of advertising messages, which usually have at the end of the advertising text next to the name of the institution. They are used to create the company's image, because well-chosen slogans often depend on customer trust and demand for products and services. Purpose . Analyze the lexical units of Italian advertising texts of well-known world brands and their appropriate translation into Ukrainian. Methods . A set of research theoretical and practical methods was used in the article. Among the theoretical ones, we can single out the methods of synthesis, analysis, induction and deduction for identify certain features in the translation into Ukrainian, as well as to analyze the lexical composition of advertising texts. The systematic method was used to establish correspondence between the lexical units of the original text and the translated text. Empirical methods of comparison and description were also used to clarify factual information. Results . The use of synonyms, antonyms, personification, play on words, puns, metaphors, paronyms makes the advertising text expressive and unique. The text acquires unique features that are not available in advertising texts of goods with a similar purpose. Advertising text should attract buyers to the game, the purpose of which is to choose a specific advertised product from a number of similar ones and buy it. Today, it is important to successfully convey the meaning in the translated text, which is aimed at the market of many countries, it must coincide with the main message of the original text and attract the attention of consumers. The text of the translation must be as lexically rich as the original text, but translators may not always be able to do so qualitatively. Originality. In the work th e comprehensive analysis of Italian advertising texts of well-known brands was conducted; lexical and semantic characteristics of Italian advertising were clarified; common and differential language tools used in the construction of advertising texts in Italian and Ukrainian were identified. Conclusion. The use of a large number of stylistic devices allows to make the advertising text more expressive and unique, so it becomes unlike other advertising texts that represent products with a similar purpose. The play of words, puns, metaphors and personification add the greatest expressiveness to the Italian advertising text. In this way, the consumer attracts buyers to the game, the purpose of which is to buy the product. Today, the translation of advertising texts and slogans in particular remains a complex and important aspect, because the translation text must be as rich and interesting for the consumer as the original text. It is not always possible to convey meaning as correctly as possible, in which case translators use translation transformations. It should be noted that the lexical analysis of Italian advertising texts and their translation into Ukrainian requires further theoretical research, as it can help improve the practical skills of translators.