Training of Future Translators through Advertising Slogans Translation

Abstract

The paper focuses on translating advertising texts as an indispensable tool for future translators’ training. It elaborates on a semiotic approach to English advertising slogans translation into Ukrainian. From this perspective, it is possible to capitalize on language to decode the concepts encapsulated in advertising texts and devise ways of affecting mass consciousness. The present research gives a comprehensive account of translation strategies involved in deciphering the subtlety of meanings actualized in the advertising context. A comprehensive translator’s preparation should include training in various translation strategies, as they are essential for producing high-quality translations that meet the needs of both the client and the target audience. By using appropriate translation strategies, translators can ensure that their translations are accurate, efficient, and culturally appropriate while preserving the original text’s style, tone, and impact. Commercial, social, and political advertising slogans have been subjected to a comparative analysis. The study results prove that lexical-semantic, grammatical, and stylistic transformations are used in rendering advertising slogans into Ukrainian. However, the translation process is often complicated due to discrepancies in the syntactic structures of English and Ukrainian languages. The latter affect either separate untranslatable elements or the whole target language text. Therefore, translating advertising texts is a helpful tool for future translators’ training, as it allows them to develop a range of skills and strategies essential for success in the translation industry while also meeting the needs of clients who require high-quality translations of their advertising materials.