ADVERTISEMENT AS A MEANS OF COMMUNICATION: THE CONTENT AND PECULIARITIES OF TRANSLATION

Abstract

In today's world, the impact of advertising on society is quite noticeable. Advertising penetrates into all areas of our daily lives. In our time, advertising has become incredibly widespread, the reason for such rapid development was the development of advertising on the Internet. Under such conditions, it is quite natural that the phenomenon of advertising and, in fact, the advertising text has attracted the attention of many linguists. The section of linguistics that studies advertising is called media linguistics, and, in fact, the advertising text is considered one of the types of media text, along with news, information analytics and journalism. The purpose of the article is to establish the patterns and features of the creation of the outer verbal shell of the advertising text in order to determine the mechanism of influence of the encoded message on the recipient. Our study involves consideration of English-language advertising and the peculiarities of its translation into Ukrainian. Many scientists have studied the problems of advertising research. Among them are the works of K. Beauvais, T. Dobrosklonskaya, H. Kaftandzhiev and others. Advertising text as a subject of linguistic research is the object of analysis of many foreign and national linguists, among them are O. Zelinska, N. Kovalenko, O. Medvedeva, A. Crompton, B. McQuarrie and many others. Advertising is a means of intercultural communication through the increasingly rapid import of goods to consumer countries. When importing goods into the country, the company or corporation also imports advertising, which will allow the company-supplier of goods to declare their product on the market, as well as encourage people to purchase the product or service. An important role in creating an effective advertising text is played by artistic and stylistic language tools found at different language levels. We believe that they create an advertising image of the product, correctly influence the consumer's perception, revealing certain aspects of the advertised product and service, showing it in a winning light. These are the main purposes of advertising. Translating advertising text, just like any professional translation, is a complex process. The translator of the advertising text should be very careful when working, they should take into account the cultural features of the original language and the language of translation. Also, the age of the target audience of the advertising text should be considered. We can distinguish the following types of translation transformations: 1. Transliteration and transcription (англ. Siemens − укр. Сіменс); 2. Word by word (direct) translation (англ. Microsoft. Where do you want to go today? − укр. Майкрософт. Куди ви хочете піти сьогодні?); 3. Calque (англ. I’m lovin’ it (McDonald’s) − укр. Ось що я люблю (МакДональдз).; 4. (Indirect translation) (англ. A taste of paradise (Bounty) − укр. Райська насолода (Баунті)); 5. Adaptation (Carlsberg: “Carlsberg − probably the best lager in the world” українською звучить так: «Carlsberg − мабуть, найкраще пиво в світі»); 6. Artistic translation: (англ. Have a Pepsi day (Pepsi) − укр. Пепснячного дня! (Пепсі)). Therefore, after the analysis of the abovementioned methods of translating English advertising texts, we can conclude that the translator has a large variety of translation transformations. The choice of a particular method during translation is decided by each translator depending on the purpose pursued by the particular advertising text. It is important that the impression that the translation of advertising text produces on the consumer is as similar as possible to the effect in the original language

Keywords

• advertising
• media discourse
• target audience
• advertising text
• translation transformations
• literal translation
• transliteration