Translatological features of online publications on evaluating the BTL technologies effectiveness in the aspect of marketing communications

Abstract

The article discusses the main translation features of English-language articles in the subject area of marketing communications. The relevance of the research is determined by the following factors: conjunctural needs in the study of authentic materials in the field of marketing communications in order to increase their effectiveness; the expansion of the English language into the fields of science and technology; the need to create a universal Russian term system of the thematic area «marketing technologies». There are no studies on the translation of publications on the BTL effectiveness evaluation in the available literature. The research material was four English online publications published in open access in online versions of international scientific journals. The purpose of the work is to identify the features of the translation of terminological units of the BTL-communications sphere, to determine the possibilities of adaptation, to analyze translation solutions when transmitting the content of texts devoted to evaluating the effectiveness of BTL-communications. General scientific methods of observation, description and classification were used in the work. Linguistic methods of the study included definition method to clarify the content of basic concepts; comparative analysis method to compare the terminological systems of the Russian and English languages; linguistic analysis to determine the parameters of a scientific text; translatological analysis to identify ways to translate units of the source text, comparative analysis and a method of generalization and induction to highlight marketing aspects of evaluating the effectiveness of BTL technologies. It is established that the translatological features of online publications devoted to evaluating the effectiveness of BTL technologies are mainly due to the specifics of highly specialized term units that make up the cluster borrowed term system. The presence of compressive and adaptive interlanguage asymmetry is an essential factor that must be taken into account in the search for optimal translation solutions when working with this type of text. The most frequent translation transformations were clarified.

Keywords

• written translation
• btl-communication
• scientific text
• adaptation
• translation transformations
• terminology
• borrowings