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Introduction

This work is devoted to the specifics of the translation of advertising text. For a long time, translation has been fulfilling an important social function, making interlanguage communication possible. The first translators in prehistoric times were people who for one reason or another turned out to be among strangers and became bilingual by necessity. In Russian, the word translation comes from the verb “to explain” - to interpret, that is, to act as a link in human communication between speakers of different languages. Translator - "tolmach". In English – «interpreter».

Today, the social function of translation includes various components, and in a broad sense, advertising texts in modern society perform is an important communicative function. No wonder they say - “advertising is the engine of progress” in the conditions of the free market of goods and ideas.

The task of the translator is to use all the knowledge of the theoretical foundations of translation to transfer the communicative function of the original, since knowledge of the theoretical foundations of translation and extralinguistic realities is a necessary condition for the adequacy of the translation.

Suppliers and manufacturers of a product are doing everything possible to attract as many consumers as possible. For this, advertising appears on the screens of our television, on the radio, and it also appears in the form of advertising brochures, texts and slogans. Often, advertising brochures of a product or service are in the original language, and from this we can talk about the feasibility and relevance of creating a more or less unified strategy and concept of translating this kind of text.

As a result of research, various authors came to the general conclusion that, due to its specifics, an advertising brochure or advertising text should never be translated literally, since in this case it may lose its meaning and effect. When we translate advertising brochures into other languages, one should take into account the ethical, psychological and personal characteristics of the audience and the consumer, the specifics and culture of the country for which this brochure is intended.

Translation of advertising text is very different from the translation of fiction, in which the translator is obliged to convey the artistic and aesthetic advantages of the original, somewhat different in form, language means, as well as a pronounced communicative orientation. In the process of translating such texts, the translator has to solve both purely linguistic, linguistic problems caused by differences in the semantic structure and features of the using of two languages ​​in the communication process, and problems of sociolinguistic text adaptation.

One of the main features of the translation of advertising texts is expressed in the meaningful relationship between the original and the translation, as well as in the transmission of the sociolinguistic aspects of the translated text. In order to achieve adequacy, it is often necessary to adapt both, the content of the text and its form, which is often of a compromise nature. Many features of translation are associated with the specifics of languages ​​(English or Russian), i.e. the language to which (from which) the translation is made. For example, in the process of translation, the negation can be replaced by approval, which in turn also has an inverse function, such pure techniques as calculating, compensation for lexical losses, replacing the pledge from active to passive and vice versa, as well as transferring phraseological units to their semantic equivalents can be used. etc.

The topic of this work seems is to be relevant, as with the development of information technology, the rapid expansion of translation activities of exactly the linguistic direction began. Due to qualitative and quantitative changes in translation activities, as well as scientific developments, an informative translation came to the fore, in which the features of the individual-author's style are not so significant. All these changes are directly related to advertising texts, which by their significance in the global information process, today are compared with news texts in the media.

The study of the translation process as a definite relationship between languages ​​prompted the well-known translation expert Komissarov Vilen Naumovich in his work “Word of Translation”, to think: “It was necessary to find out what the linguistic essence of this process is, to what extent it is determined by the linguistic factors proper ...”. These reflections are directly related to the present study, because we are interested in the communicative function of translating advertising texts, and not in the artistic and substantive one.

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The purpose of this work is to identify some of the problems associated with the translation of advertising texts from English into Russian, as well as try to find some ways to resolve them, as well as to study the stylistic and genre features of advertising texts in English.

The subject of the study was texts of Russian and English advertising. The choice of English advertising texts as a material is due to the enormous role played by English-language media texts in the global information space.

The research method in this work used such research methods as the study and analysis of scientific literature on this topic, the study and synthesis of domestic and foreign practice of using advertising texts, as well as a comparative analysis of advertising texts in English with their Russian equivalent.

The object of the study of this work is advertising texts in English, with rhetorical features of English-language advertising, which have a decisive influence on the structuring of the text of advertising, its content and linguistic expression.

The hypothesis of our research is the assumption that if you study well the stylistic and genre features of English advertising texts, then there is the possibility of using them competently and selecting them among many other advertising texts found in the media.

Meanwhile, the study of media texts in general and English media texts in particular has a long tradition; the number of works devoted to the study and study of advertising, and especially English-language advertising, is large enough, which, incidentally, is not surprising, since it is English-language advertising, like other types of media texts in English, occupy a leading position in the global information flow, as in terms of volume, so in terms of influence.

Therefore, the topic of this work is sufficiently relevant. The study is relevant not only because of the high prevalence of this phenomenon, but also taking into account its importance for reflecting the surrounding reality in language and speech. In addition, such studies are important for the development of advertising science, and to improve advertising education.

From a functional point of view, advertising texts most fully combine in themselves the realization of two impact functions. This is a language impact function implemented using the entire arsenal of linguistic means of expressiveness, and a mass communication function implemented using special media technologies specific to a particular media, for example: using color in print, font and visual design.

The relevance of this work is determined by the fact that, although advertising has long been the object of close attention of scholars of various specialties, it is still poorly understood from the point of view of the provisions of modern linguistics. At the same time, we have to admit that the recent political and economic changes in our country require careful study of this type of speech communication, which has long been an integral component of the political process in the West.

The study is relevant not only because of the high prevalence of this phenomenon, but also taking into account its importance for reflecting the surrounding reality in language and speech. In addition, such studies are important for the development of advertising science, and to improve advertising education.

This work consists of an introduction, which indicates the purpose of the research, tasks and methods to achieve the stated goal, as well as the theoretical part, which will consider both the concept of advertising texts and their classification, as well as their stylistic features, knowledge of which helps to effectively convey advertising text by means of another language. In addition, the most common problems associated with the translation of advertising text into another language will be given. The practical part of this work consists of examples of English advertising messages, their translation and comparative analysis of relevant texts, taking into account the following theory.

The practical significance of the study consists in the possibility of using the findings and observations in the courses of theoretical and practical stylistics, text linguistics, practice of speaking English, as well as in the development of advertising texts.

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Chapter 1. The concept of "advertising text"

1.1.1 Definition of advertising. Advertising text style

Most researchers adhere to the following definition of advertising text. Advertising text is any form of non-personal representation and promotion of ideas, goods and services, the purpose of which is to exert an influence on the reader in the direction of changing or securing his attitude to the advertised object. Advertising is not just an announcement, notice, introduction, reminder, but also a meaning of attracting attention, creating image and fame. The advertising process is mainly aimed at the formation and consolidation in the consciousness of the addressee of stable stereotypes of lifestyles, thinking, morality and ethics, which is an integral part of the formation of public consciousness.

The advertising text contains: title (slogan), introduction, main part and end. The main elements of advertising texts both on billboards and in leaflets are text and image, through which advertising brings a certain idea, information to a person. The text expresses the essence of the sentence, and the image complements it visually, without in any way repeating its content.

The advertising text consists of three main elements that are almost always used in advertising:

- title;

- main text;

- advertising slogan, slogan

The title draws attention to the text, interests the buyer. The title is the core of advertising and the strongest message to the buyer. Therefore, you need to try to make the title powerful in terms of impact and clear in meaning.

The main text fulfills the promises of the title. The text is the most important part of most advertising media. He reveals the main content of the advertising message. The advertising text attracts the attention of a potential buyer with its appearance, heading, explains it with interest and convinces with the conclusion to buy the proposed product. Highlighted words with high advertising value, emotions create an image.

Basically, ordinary words and short sentences are used, the meaning of which can be understood by any person. The use of technical terms is also avoided.

The verbal part of the advertising text, the so-called slogan (in the English version of the tagline) carries a large functional load. The slogan, in varying degrees, repeats the main advertising argument, in addition, it gives the advertising text completeness. As a rule, in the final slogan sounds the name of the advertised brand or product in combination with a memorable expression.

1.1.2 Classification of advertising texts

There are several types of text advertising messages:

- informational;

- reminding;

- inspiring, persuasive or exhortative

Informational advertising is a story about a novelty or a new application of an existing product; message about the change in its price; description of the principles of action of the goods; list of services, etc. Such advertising prevails at the stage of launching goods to the market, when the task is to create primary demand.

Reminiscent advertising - aims to maintain the image of the goods in the memory of consumers, a reminder of the class of goods and about where, when and under what conditions the goods can be purchased, and also that the goods may be needed in the near future.

An encouraging advertisement or differentiating one, the purpose of which is to form a selective attitude towards a certain brand of goods, creating an image of a product that can have its own characteristics and characteristics that distinguish it from all similar ones.

Informational texts should be simple and concise. Reminding - brief. Encouraging and persuasive texts should contain multiple repetition of the product name and in an emotional form focus on the merits of the product.

Also among the many classifications of advertising texts there are three of the most traditional, based on the following criteria:

* advertised object;

* the target audience;

* Media advertising media.

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The main elements of advertising texts both on billboards and in leaflets are text and image, through which advertising brings a certain idea, information to a person. The text expresses the essence of the sentence, and the image complements it visually, without in any way repeating its content.

Linguists also distinguish advertising texts depending on which information channels and senses are involved: vision in the process of written communication or imaginative representations, hearing and vision that assimilates verbally and figuratively expressed meaning, and hearing at the same time (which does not exclude the presence of transitional or synthetic forms).

1. Verbal communicative type - the word is the main meanining of communication, and the form of communication - the written one.

2. Verbal-visual communicative type - word semantics, supplemented by a visualized component. The essential feature of this type is that the nature of a rational or emotional representation in the first type is determined only by the features of the denotation, while visualizing the meaning, the imagery of the representation is also achieved due to its visibility and visuality.

3. Audio-verbal communicative type - in this case is complicated by the text structure, namely speaking and listening. This type of advertising communication is closest to the classical idea of ​​the act of communication as such. No wonder radio advertising is regarded as the most personal - and personal - form of advertising appeal.

4. Multimedia communicative type (audio-verbal-visual) - in this type, a mobile video sequence is added to the reserves previously available, various attention zones are created, which makes it possible to complicate the text structure of this type as much as possible.

1.1.3 Advertised object

This classification is based on the systematization of various groups of advertised items, such as: cosmetics, clothing, cars, etc., which allows us to define the conceptual structure of modern advertising.

Thematic analysis of advertising shows that the most frequently advertised products include items of cosmetics and perfumery, food and medicines, household appliances, clothing, cars. We can say that this set is universal for the advertising market of any country. At the same time, despite the general process of globalization of the advertising market, the thematic structure of advertising is culture-specific: the content of advertising in each individual country is characterized by a number of noticeable differences, reflecting the peculiarities of social development. One of the illustrations of this provision may be the gradual ousting of alcohol and tobacco advertisements from the Western countries as harmful to their health. Thus, in accordance with the decision of the British government, by the end of 2000, cigarette advertising in the UK was completely banned, so familiar to the Russian consumer and bringing considerable income, both to producer companies and the media.

In Russia, the majority of advertisers are foreign companies. And many are faced with the problem of translating a long source phrase and its adaptation in Russian. The reason is obviously in the typological differences between Russian and English.

"As you know, English is an analytical language. Russian is synthetic." This means that the meaning of a phrase, which in English is expressed through changes in the formal characteristics of words, is conveyed in Russian through a combination of meanings of several words. When translating English-language advertising texts, in some cases Russian translators do not translate the text, but give its “semantic equivalent”. For example,

Maybe she's born with it,

Maybe it's Maybelline

Everyone is delighted with you,

And you - from "Meybellin"

The text of the advertising campaign whiskey "Johnny Walker - taste life” in English literally sounded like - "try life to taste", it was translated into Russian as - "Live, so that was something to remember." This is a typical example of a pragmatic adaptation of the text.

The subject of advertising also has a significant impact on the style of the advertising text. The advertising text tries to convey the properties of the advertised product, both with the help of images and with the help of language, for example, the style of advertising of expensive perfumes, as a rule, is refined and expressive:

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'M' is for moments you'll never forget?

For days marvelous with flowers and laughter.

For nights magical with means and old promises.

`M' Fragrances by Henry C. Miner.

It's Magic;

Car advertising style aims to recreate the impression of speed and efficiency:

Its sleek, sporty styling shows a careful attention to aerodynamics. Low-slanting hood. Sharp high-tipped rear end. Air-clam front spoiler. And a wedge shape that slices air cleanly--all of which adds up to better fuel economy.

And the style of advertising of such a famous product as Earl Gray tea is to create a special atmosphere of refined comfort:

Earl Grey Tea

Reminiscent of the warm nature

Scents of a far-away summer evening

With a tantalizing taste and delicately

Scented in a secret way described by

A Chinese mandarin many years ago.

Much to the satisfaction of its many

Admirers Twinings share the secret.

At is most refreshing served

Straight with only a sliver of lemon.

In this regard, there are advertising texts, which include elements of an interjection, onoperable nature:

Lemonade "Merinda": M-E-R-I-N-D-A - A - A - A ...

Sheweps: S-H-S-H-E-W-E-P-S…

M - m - m - m "Danone"

1.1.4 Target audience

Advertising texts are also divided depending on the focus on a specific audience: adolescents, young women, business people, etc.

The focus of advertising text on the target audience is closely interrelated with the object of advertising: for example, advertising focused on young wealthy women focuses mainly on items of expensive cosmetics, parfume, fashionable clothes. The focus of advertising also affects the language and style of the advertising message. So, advertising of cosmetics and parfume for women in most cases is characterized by a refined style, replete with specific phrases and other means of expressiveness, which gives the text a very special sound, a unique tone of voice, even when it comes to advertising in the press, for example:

Inside this jar you'll find a radiantly glowing skin,

naturally-blushed cheeks, wondrous eyes and color-kissed lips.

Suddenly your skin has a radiant sun-kissed glow.

Or

The infinite, endless, limitless possibilities of lips and

nails. With Evette. Loads of colors for luscious lips.

Nearly as many for mails.

Such a huge choice - and such a small coast.

Means you can afford to try them all.

Be different daily. Be dreamy or dramatic.

Experiment, but still economize.

Be bold and be beautiful - but don't break the bank.

That's a special mouth and fingertip. From Evette

Evette. That's the beauty of Woolworth.

1.1.5 Media advertising

The next way to systematize advertising texts is the classification by media advertising medium.

Here are they:

* print (in newspapers and magazines),

* television,

* radio advertising

* on the Internet.

This classification allows you to focus on the actual media properties of the advertising text, naturally reflecting those of its features, which are due to the special characteristics of a particular media. Thus, television advertising is, first of all, a memorable video plot or a vivid visual image, accompanied by minimal verbal text, often resulting in a brief advertising slogan. In the Russian-speaking environment, most often successfully exist those untranslatable slogans that contain words from the minimal vocabulary of foreign words of the average high school student. This factor is largely due to the successful introduction of such foreign untranslatable slogans in the Russian market as:

Sport gear from Nike - Just do it.

Sony - It's a Sony

Panasonic Company - ... from Panasonic.

Absolut vodka campaign - Absolut Moscow, Absolut autumn, Absolut spring.

From the above classification it can be concluded that the features inherent in each group must be considered when translating, because the translation itself depends on the correct understanding of the category of the advertising text by the translator.

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