Specifics of translating the expressive means of English advertising materials

Abstract

Abstract. Sublanguage of advertising is part of the language structure, while having a number of characteristic linguistic features that create the impression and imagery of advertising texts. To create imagery, all possible means of language are used: specific vocabulary, idioms, repetitions, allusions, elliptical constructions, unusual syntactic structure, wide use of verbs. Translators of ads face significant difficulties in transferring the pragmatic potential of the original. In particular, this is due to translating the facts and events related to the culture of nations, different national customs and names of dishes, clothes, etc.

Today's realities compel to translate advertising texts more attentively in terms of their psychological impact on the audience. Ads contain clear factual data; are exhaustively outlined and therefore accurately understood. When translating them one should take into account: the purpose of the text, nature of the consumer, language qualities of the original text, cultural and individual capabilities of language in cultural aspect of the consumer and many other factors. The pragmatic function of the original text must be primarily preserved. Translation is successful, provided that it has the same effect on the recipient as the original. All language means that make advertising effective must be reflected somehow, mostly by compensation, in translation. However, the pragmatics of the translated material should necessarily coincide with that of original.

Each of five strategies has its advantages and disadvantages. The first strategy - absence of translation – is unclear to all those who cannot read or accept it in original. The second borrowing strategy uses positive associations of the producer, which is unsuccessful method either, because different nations have their own picture of the world and perceive things differently. Casual and obvious things in one country can be taboo in another. The third strategy- direct translation - has its drawbacks, as it is not able to reproduce the complete emotional picture of the original ad. The fourth strategy of adaptation is most successful, since it retains everything the manufacturer wants to convey, that is, leaves the photo material unchanged, but adapts the text to the outlook and mentality of foreign consumers. The fifth revision strategy is very similar to the fourth, but its distinctive feature is a completely new presentation of ads. Its main disadvantage is that the information content of the source is completely lost. The translator only uses the ad idea and creates an entirely new slogan, in many cases unable to reproduce the entire essence of the original.

Specifics of structure and components of ads text suggests that they contain clear factual data, exhaustively described for the sake of clear understanding their content. The content and form of ads obey the main goal - to cause interest in a product or service. A well-constructed ad attracts attention and creates a desire to purchase it. Excellency of successful ads can be attributed to the harmonious combination of the main ad idea with the expressive means that reflect it the best. The only true tone of ad found distinguishes it among others.

Ads contain a number of extra-linguistic components and are adequately perceived in case of their harmonious combination. Literal translation is rarely used, as ad loses its meaning and power of influence. In translating ethical and psychological characteristics of the consumer are taken into account, as well as specific language and culture of the country to which they are intended. The choice of translation method depends even on the psychological characteristics of the translator, his preferences and attachment to a certain literary tradition.

In search of original and effective means of expression new lexemes, consisting of parts of known words, representing the distorted or reshaped words of active vocabulary emerge. Another way to create neologisms is to borrow foreign language tokens. By content and association they are connected with the ad object. Translator's task is to use all professional skills to transfer the communicative function of the original.