Translation Specifics of Advertising Slogans in the Runet

Abstract

Marketing of goods and services includes active advertising activities, which are implemented primarily in the web space. One of his pragmatically effective tools is an advertising slogan, a formulaic means of marketing communication, which is studied in the paradigm of modern linguistics in various aspects. This article is devoted to solving a translatological problem, i.e. identifying the translation specifics of advertising slogans in the web space. The material of this study is the texts of advertising slogans in English, functioning in the Internet space, and their translation into Russian. During the analysis, advertising slogans involved in the global advertising discourse in the period from 1993 to 2023 were used. The authors use methods of pragmalinguistic analysis, as well as techniques of interpretative analysis with elements of content and intent analysis. The peculiarities of the linguistic composition of the original slogans in English are revealed, due to the correlation of the slogan with a group of goods. The main translation solutions in the translation of slogans are transcription, adaptation, and lexical transformation. The pragmatic effect of the texts of the original slogans and their translations in the focus of marketing communication is determined and described. The logic of translation decisions and the factors influencing the preservation of slogans in the original language in the target linguaculture are established.

Keywords

• advertising slogan
• translation
• pragmatic effect
• translation technology
• transcription
• adaptation
• lexical transformation
• linguistic culture