The article addresses an issue of reproduction of evaluation category in the translated text drawing on cognitive-discursive translation studies. The objective of the study is to reveal the potential of valorativity of the units of the original and justify the ways of translational reproduction of this potential in units of translation in terms of the cognitive-discursive paradigm. This is a case study of the tragedy “Macbeth” by W. Shakespeare (1605) as a time-remote original work and its Ukrainian retranslations, the authors of which are Panteleimon Kulish (1900), Todos Osmachka (1930), Yurii Koretskyi (1940), Borys Ten (1986), Oleksandr Hryaznov (2008). The article substantiates the definition of new terminology, namely “cognitive-discursive translation studies”, “valorativity”, “valorative cognitive variant”. The article focuses on the nature of cognitive-discursive paradigm, which is rooted in the interaction of language structures and cognitive processes. The paradigm proves to be the most relevant for considering the valorativity of the text, as it studies it in the context of human cognitive activity and takes into account the impact of linguistic elements on the perception and interpretation of the text. The article reveals that the effectiveness of the selection of means for the reproduction of valorativity of a time-remote original work is determined by the general cultural code of the authors of retranslations and the nature of the translators’ idiostyle and individual authorial worldview. The study affirms that both lexical- semantic and lexical-grammatical transformations were effective in translating evaluative units of the original text using valorative cognitive variants. At the same time, the valorative potential of the original unit when using valorative cognitive variants is either strengthened, or weakened, or transformed as the opposite one.
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