The Main Difficulties in Translation of German Metaphors into Ukrainian (based on agricultural advertising)
DOI:
https://doi.org/10.31548/philolog13(4_2).2022.004Abstract
Abstract. The relevance of the study is due to the fact that the process of translating professional advertising texts is often complicated not only by difficulties associated with the search for terminological counterparts, but also by the need to take into account the pragmatic aspects of reproducing the source text in the target language. The importance of observing pragmatic parameters in each phase of the translation process is due to their dependence on the level of adequacy of the final product - the translated text. To realize this goal, the translator must determine: what is the intention of the author of the translated text; which language means should be used; what will be the predicted effect on the addressee. the concept of pragmatics is ambiguously interpreted by scientists.
The task of scientific research is to determine the peculiarities of the translation of metaphorical terms and to analyze the problematic issues that arise in the process of translating agrarian metaphors.
Results. The most common means of imagery in agricultural advertising texts are considered: metaphor, repetition, epithet, hyperbole, rhyme, allusion and paraphrase. The use of some tropes on examples from advertisements is considered. When there is a need to emphasize the exclusivity of a certain product, marketers are most inclined to use hyperbole.
Conclusions. The full value of the translation of advertising texts does not lie in the mechanical reproduction of the entire set of elements, but in the transmission of the ratio of content, form and intention specific to the original as a single whole. Analyzing the texts of German agricultural advertising, we are convinced that arguments, facts, persuasive logic and strict argumentation prevail here. The peculiarities of German advertising texts are a consequence and, in fact, a sign of the typical characteristics of the national mentality - they are concrete, concise, precise and logical in their presentation.
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