Advertising insert as a special genre of advertising text

Abstract

The article deals with the translation of feminine film titles on the example of English filmonyms of the last decade. The article is aimed at the study of the filmonyms’ translation in the Russian film discourse, which leaves its specific imprint on the translator’s decisions. The paper treats the translation of feminine-marked filmonyms as a topical problem of the linguistics of gender and the theory of translation - the study of the means of translation of feature film titles from English to Russian from the point if view of gender-marked translators’ slant. The application of the method of typological synchronous comparison allows to compare translation from the point of view of the feminine-masculine balance and the presence of feminine markers. The comparison is based on the thesis of adaptation and deformation of the source English film title. If the adaptation focuses on the convergence of the translation to the source culture and its specifics and is oriented on the mutrual cultural dialogue, then the deformation, on the contrary, prioritises the peculiarities of the accepting culture. The author of the article proves the thesis that in many cases the translation is not tolerant, the point of view of the translator affects the translation and therefore women are presented as nervous, obese, mentally different and emotionally unstable.