STYLISTIC FEATURES OF ADVERTISING TEXTS AND THEIR REPRODUCTION IN TRANSLATION

Abstract

The article deals with linguistic and stylistic peculiarities of advertising texts and factors influencing their translation. Different approaches of advertising texts translation and practicability of lexical semantic transformation usage are analyzed. All statements and conclusions are illustrated with English advertising texts, chosen from mass media resources, and the author’s variants of their translation. “Advertising is not an addition to business, but a vital component of our economy” the Americans say. The uniqueness of such a phenomenon as advertising, is in its super-vitality. Even in times of economic crisis, it doesn’t only flourish, but also helps those who use its services to survive and follow its recommendations. Advertising is a complex type of human activity. Advertising was introduced unnoticed and gradually became an integral part of our lives. Wherever we go, whatever we do, advertising is always with us. These are posters, stands, shop windows, calendars and booklets. It has forever taken a dominant position on television and radio, in newspapers and magazines, as well as in the Internet. While translating the advertising text from other languages it is especially important not to lose the hidden meaning of the advertising message, as each state has its own customs, social communications, norms and canons of communication. Advertising should “sound”, be rich and extremely short. Translation of advertising texts is a complex, creative process that requires consideration of many factors. First of all, we must realize that advertising texts should promote the sale of goods, so they should be as convincing as possible and create vivid images in the minds of consumers. The materials of this study can be used in the work of translators, as well as in subsequent studies of advertising texts, problems of their translation, problems of adaptation of advertising texts to the language of translation, and so on.