TRANSLATION OF ENGLISH SLANG IN ADVERTISEMENTS

Abstract

In the modern world, in the epoch of growth of information technologies, an advertisement is one of the most popular varieties of mass communication that rapidly develops. The growth of advertisement substantially influences on lexical composition of language, creates in a language new concepts and expressions, in particular slang and jargon. Native speakers begin to use such vocabulary in everyday life. Especially modern English has such phenomenon, because it is used all over the world. Nowadays, an advertisement performs the function of public ideas formation. Influencing on people, an advertisement creates consumer philosophy and ideology. One of the most sensible to the advertisement categories of people is youth, because they are in the process of active socialization. Exactly an advertisement is mostly aimed at young consumers, that is why it becomes more widely spread and such products need specific language means of influence. Advertisement makers try to overcome psychological distance between an advertisement and audience, so they use of extralinguistic language units, elements of slang or to create new words. Topicality of this work is defined by the fact that a slang is an integral part of English, and the latest research of slang is of great importance. A slang is one of the most actual and ambiguous problems of modern lexicology. In the world where new slang units appear every day, updating of theoretical and practical knowledge of slang and its functions is very important for modern lexicology. In addition, the deeper analysis of advertisement reports with a slang must be done. A scientific novelty of work is that theoretical knowledge in relation to a slang and advertisement in the conditions of modern development of information technologies are incorporated and generalized; opinions of scientists are analyzed in relation to functioning of slang in an advertisement. The aim of the article is to study features of slang functioning in modern English-language advertisements and analysis of basic methods of translating of such advertisement texts. The achievement of these aims needs solution of the following tasks: 1) to interpret a concept "slang" and "jargon" and define, what a slang differs from jargon in the context of the newest researches; 2) to present the basic methods of forming of slang in modern English; 3) to describe the general views of slang and identify their specifics; 4) to interpret a concept "advertisement" and describe the stylistic features of advertisement text; 5) to describe the features of slang use in advertisement texts; 6) to explain functioning of slang in an advertisement on the example of advertisement slogans and texts; 7) to define the specific features of English-Ukrainian translation of advertisements. The subject of research is an analysis of slang features in modern English and Ukrainian languages in advertisement texts.