CONTEMPORARY SOCIAL ADVERTISING: TRANSLATION PROBLEMS (BASED ON ECO ADVERTISING)

Abstract

In our days advertising discourse presents an actively studied field. Eco advertising has recently become very popular as it draws attention to many serious and urgent problems which influence the society on the whole and each individual in particular. At the time of intensive development of science and technology, frequent technological disasters the role of eco advertising as a constituent of general social advertising is constantly growing. The main goal of social eco advertising is to call attention to acute environmental problems. Its primary objective is to influence people’s outlook, change their attitude to nature, the animal world, and involve them into solving the existing problems. As this kind of advertising concerns all the inhabitants of the Earth and is of international importance, the study of the problems of its adequate translation is very challenging. The present paper discusses the dominating communicative strategies employed in eco advertising and those linguistic means of their realization which present some difficulties for translation. The following methods of analyzing the data were employed: linguostylistic analysis, cognitive analysis, lexicographic analysis, contextual analysis and comparative analysis. The conducted research makes it possible to conclude that the strategy of emotional impact is most frequently employed. This strategy is implemented with the help of various stylistic devices: metaphors, epithets, parallel constructions, antitheses, etc. Adequate translation of the listed expressive means poses the main problems for translators.