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1.2 Stylistic features of advertising texts

Common features of all advertising texts include:

* specific selection of vocabulary, low-frequency words;

* words often stylistically colored

* multiple use of idioms and quotes to create imagery.

* call for action with imperative

* extensive use of personal and possessive pronouns

* use of nominative sentences

* reception of parallelism and repetition

* a wide range of adjectives and adverbs

1.2.1 Creating imagery

Idioms (phraseological units with a completely rethought meaning, having syntactic integrity) help to create an image that is the central means of influencing the recipient. In the perception of the advertising text, the main thing is a reaction to the image, which will remain in the memory of the perceiver. The main purpose of the language of advertising is the ability to make an impression, leave a vivid emotional trace about the text. It is the imagery and impressiveness that are the basis of advertising, and the ways to create these characteristics of advertising texts. One of the means of impression is the use of low-frequency words.

Imagery is also created by the semantics of words, from what emotions they are associated with. The strongest feeling is fear, and due to the amplifiers - awfully, terribly creates a strong impression of the phrase.

The semantic-communicative task of the text of an advertisement is a call to action, which leads to a predominant use of the verb (in the form of an imperative) compared to other parts of speech. Also used is the design of a joint invitation - let –“ Let's make things better” (famous Philips advertising slogan)

It is important to use semantically correctly the verb with the most accurate meaning in order to leave a vivid impression of what was said.

While mums and dads will enjoy the chance to unwind and soak up the sun

To unwind - to begin to relax after a period of work or tension

To soak up - to absorb something into the senses or the mind

The study of English advertising texts shows that the most frequently used verbs in the imperative include the following: buy, try, ask, get, see, call, feel, taste, watch, smell, find, listen, drive, let, look, drink, do, discover, start, enjoy.

For example:

Give your lips a double infusion of color. (Estee Louder).

1.2.2 Using of personal and possessive pronouns

Translators of English-language advertising, pay attention to the special nature of the use of personal and possessive pronouns in advertising texts.

The convincing tone of the advertising appeal (which is also characteristic of the texts of Russian advertising) is often based on the consistent application of the following communicative model: "We, our" - to designate an advertiser, "you, your" - to appeal to a potential buyer and "they, their" for reference to possible competitors, for example:

“Whenever you wish to make more than just a small move, include the West LB in your plans. We appreciate global thinking and, as one of Europe's leading banks, we have both goals - with you. Established as a German wholesale bank, we offer you all services from one source, made to measure reliable and if you like, worldwide.” (bank advertisement)

“Your own car. Your own phone. Your own place. Your dad's insurance?” (Nationwide Insurance).

1.2.3 Nominative sentences

Widespread in terms of use in advertising texts are nominative sentences. In its communicative function, the nominative sentence is a statement of the presence of the object or phenomenon called in the sentence. The main task of the advertising text is to attract the attention of the audience to a particular product, product, object or event through a relatively short message. The fulfillment of this task corresponds to the conciseness and expressiveness of the nominative sentences, which causes their frequent use in advertising texts.

Especially characteristic of advertising texts is the design in the form of a nominative sentence of the name of the product, company or brand that produces the product. For example:

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1. The Pasha Cronograph. The Art of Being Unique.

2. American Tank Watch. The Art of Being Unique

These advertising messages consist of two nominative offers, the first of which represents the name of the advertised watch brand. These advertising texts, despite their brevity, are very vivid and memorable thanks to the introduction of the name of the goods in a separate offer and a rather unconventional graphic design.

1.2.4 Concurrency and Repeat Techniques

A stylistic method of parallelism is popular among creators of advertising texts.

As parallel constructions, not only nominative sentences, but also other sentences of incomplete constructions can act, for example:

Across oceans.

Across industries.

Across hallways.

Notes is working.

The stylistic effectiveness of this technique is to create a certain rhythmic structure of the text, which helps its clearer perception.

A fairly common stylistic technique is replay. The repetition of the speech element, attracting the attention of the reader (listener) to it, emphasizes its significance, enhances the emotional impact of the text. The use of this stylistic technique requires special skill from text writers: a relatively small amount of advertising text requires rational use of language means. The most typical type of replay for an advertising text is a frame (a type of repetition in which the element standing at the beginning of a speech segment is repeated at its end, occupying the most expressive syntactic segments). The repetition of the same word or sentence not only attracts the attention of the reader (or listener) to the element being repeated, but also adds new shades to its content. The stylistic meaning of repetition is to enhance the semantic weight of the repeated part of the text.

In the insurance company advertising below, the persistent repetition of the word promise and the design to keep (our, their) promise emphasizes the reliability of the company that keeps its promises:

A promise that puppy kisses are the very best kind. For now, anyway.

A promise to teach you that the more love you give, the more love you get.

A promise that in some way I'll always be behind you.

Nothing binds us one to the other like a promise kept. For more than 140 years, we've been helping people to keep their promise by ensuring we have the financial strength to keep ours. That's why families and business rely on us to ensure their lives, their health and their financial future. Mass Mutual. We help you keep your promises.

1.2.5 Using of adjectives and adverbs

In the process of translating advertising texts, adjectives and adverbs are used to describe the various properties of the advertised product - the shape, size, quality, cost, and sensations that this product evokes. The most common adjectives in English-language advertising include: natural, sensual, innocent, passionate, romantic, mysterious, etc. In Russian - new, new, first, revolutionary, difficult, unusual, unlike ordinary, etc.

As well as in Russian advertising, the most used adjectives in English-language advertising include: good, better, best, free, fresh, delicious, full, clean, wonderful, special, fine, big, real, easy, bright, extra , rich, gold. Often there are adjectives that indicate the authenticity of the trademark - genuine, authentic and original. But perhaps the record for frequency in the English-language advertising uses the adjective new - it can be found in almost every second advertising text, for example:

New LAST OUT extra extending mascara with a new advanced protein formula; An astonishing new way to streamline the curve: Estee Lauder invents Thighzone;

The new truth for sensitive skin: Estee Lauder invents Verite;

Striking new color arrangements captured in color transparencies;

Spring whispers. But the message is clear. Lancome.

Chapter Conclusions

Summing up the first chapter, we can draw the following conclusions: there are several classifications of advertising texts and depending on which group we belong to this advertising message, will depend on how it will be translated into Russian and how it will later be perceived by the recipient. In order to properly translate, one should take into account such stylistic features of advertising texts as creating figurativeness and impressiveness to form a more memorable image, using a verb in the form of an imperative and nominative sentences in order to make the advertising text bright and interesting with the help of laconic incentive sentences. Also common are the techniques of parallelism and replay, which give it a stylistic effect and enhance the emotional impact of the text. In turn, adjectives and adverbs help to create a certain tone of advertising appeal, which allows you to convey the quality and dignity of the advertised item. Thus, when translating an advertising message, all the above factors should be taken into account in order for the advertising text to adequately reflect the manufacturer’s intention and produce a proper effect on the buyer.

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Chapter 2. The concept of translation.

2.1 Definition of translation

D.E. Rosenthal: “Translation is the transmission of the content of an oral statement or a written text by means of another language”. Translation is a complex and multifaceted type of human activity. In the process of translation, it is not just the replacement of one language by another, the translation encounters different cultures, different personalities, different thinking styles, different traditions and attitudes. Different aspects of translation can be studied in the relevant sciences. Today there are many definitions of the concept of translation.

First, the translation is a reflection of the original. The more truly, the more complete this reflection, the higher the quality of translation.

Secondly, translation is a difficult and productive creative process in which all the spiritual forces of a person participate: intellect, intuition, emotions, imagination, will, memory. This is a kind of creative process, as a result of which a translation work is created.

Different linguists have different approaches to the definition of the term "translation". A. V. Fedorov gives him a definition in terms of a special type of human activity and its result:

1. a process that takes place in the form of a mental act, which consists in the fact that a speech work (text or oral statement) that has arisen in one - the source - language (FL) is recreated in another - a translating language;

2. The result of this process, i.e. V.N. Komissarov proposes the following definition of translation: “Translation is a type of language mediation, in which a text is created in another language, intended for the full replacement of the original, as the same communicative equivalent to the latter.”

V.N. Komissarov connects the most important aspects of the translation with the language.

1. “Translation is necessary because people speak not one, but in many languages ​​... Translation is a rather complicated means of overcoming language barriers ...”

2. “The main difficulties faced by the translator are also related to the peculiarities of languages ​​and the ways in which they describe situations ...”

3. “. ... language factors not only create difficulties for translation, but also create conditions for overcoming them. Although each language is unique, the structure and use of all languages ​​is based on the same principle, which makes it possible to correlate them in the translation process. ”

E. V. Breus: “Translation is an act of interlanguage communication. When translating, there is not only contact between the spirit of languages, but also the contact of two cultures. ”

After reading the definitions from different sources, we came to the conclusion that, in principle, all definitions of translation are similar, but linguists understand the quality of translation differently. The dispute is about the equivalence of translated units and the level of equivalence between the texts of FY and PJ.

In the most brief and general form, the definition of translation as a result of translation activity can be formulated as follows: translation is an analogue of the original.

2.2 Translation Transformations

The main goal of the translation is to achieve adequacy. Adequate, or, as it is also called, equivalent translation, is such a translation that is carried out at a level necessary and sufficient for the transfer of an unchanged plan of content while respecting the corresponding plan of expression, i.e. norms of the translating language. The main task of a translator when achieving adequacy is to skillfully perform various translation transformations so that the translation text transmits as accurately as possible all the information contained in the original text, while observing the relevant standards of the translation language.

Transformation is the basis of most translation techniques. It consists in changing the formal (lexical or grammatical transformations) or semantic (semantic transformations) components of the source text while preserving the information intended for transmission. Y. I. Retzker defines transformations as "methods of logical thinking, with the help of which we reveal the meaning of a foreign language word in context and find the Russian correspondence that does not coincide with the dictionary word".

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Currently, there are many classifications of translational transformations (hereinafter PT) proposed by various authors. L.K. Latyshev, V.N. Komissarov, Y..I. Retzker subdivide the PT into lexical, grammatical and stylistic.

Lexical transformations are applied when translating if the source text contains a non-standard language unit at the word level, for example, some proper name, which is inherent in the original language culture and is absent in the translation language; a term in a particular professional area; words denoting objects, phenomena and concepts characteristic of the original culture or for the traditional naming of elements of the third culture, but missing or having a different structural and functional order in the translation culture. Such words occupy a very important place in the translation process, since, being relatively independent of the context, they, nevertheless, give the translated text a different focus, depending on the choice of translator.

To lexical methods of translation are usually attributed:

1. transcription and transliteration;

2. tracing;

3. lexico-semantic substitutions;

4. specification;

5. generalization;

6. modulation or semantic development.

Translation transcription is a formal phonetic re-creation of the original lexical unit with the help of phonemes of the translating language, a phonetic imitation of the original word. Another method of translation is transliteration - a formal letter-by-letter re-creation of the original lexical unit using the alphabet of the translating language, a literal imitation of the form of the original word. At the same time, the source word in the translated text is presented in a form adapted to the pronunciation characteristics of the translating language, for example:

AFRICA - Africa

MEXICO- Mexico

Along with translation transliteration, language is sometimes used for language units that have no direct correspondence in the translation language.

Calculating is the reproduction of not a sound, but a combinatorial composition of a word or phrase, when the constituent parts of a word (morpheme) or phrase (lexeme) are translated with the corresponding elements of the translation language. Calculating as a translation technique served as the basis for a large number of various kinds of borrowing in intercultural communication in cases where transliteration was unacceptable for some reason. However, tracing as PT is less common than transcription or transliteration. Terms, widely used words and phrases are usually subject to scaling:

Winter Palace - Winter Palace

White House - White House

Unlike transcription, tracing is not always a simple mechanical operation of transferring the original form into a translating language; often have to resort to some transformations. First of all it concerns the change of case forms, the number of words in a phrase, affixes, word order, morphological or syntactic status of words.

Lexico-semantic substitutions are a method of translating the lexical units of a foreign language by using units of the language of translation that do not coincide in meaning with the initial ones, but can be derived logically.

Turkey. Unlimited. - Turkey. All inclusive.

Concretization is a translation method in which the replacement of a word or phrase of a foreign language with a broader subject-logical meaning with a word in a translation with a narrower meaning.

Best enjoyed slowly - Relax without fuss.

Generalization is a lexico-semantic replacement of a unit of the source language that has a narrower meaning, a unit of the translation language with a broader meaning. Most often, generalization is due to a pragmatic factor.

He comes over and visits me practically every weekend. - He often comes to me, almost every week.

This newspaper makes a feature of tourism. - In this newspaper, tourism is given a prominent place.

Sense development, as a technique, is to replace vocabulary correspondence when translated with contextual, logically related. This includes various metaphoric and metonymic substitutions made on the basis of the mating category.

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Modulation or semantic development is the replacement of a word or phrase of a foreign language, the meanings of which can be inferred from the initial value by logical means:

Someone See for Yourself! - Make sure yourself!

The most frequent, lexical and grammatical transformation in the translation of advertising slogans is the transformation of the permutation. V.N. Komissarov defines this technique as the movement of lexical units in a statement, allowing to use the closest match to the word of the original in another place of the statement, if for any reason (and most often due to lexical compatibility of words in TL) it cannot be used there where it stands in the original. In other words, a permutation implies a change in the order of the linguistic elements in the text of the translation, compared with the original text. Such language elements can be both words, phrases and parts of a complex sentence, as well as independent sentences in the form of text. Most often, the permutation is subjected to the order of words and phrases, which can be explained by the different order of words in Russian and English.

The reception of the permutation is illustrated by the McDonalds company slogan:

Am. I'm lovin 'it. - Here is what I like.

I love NY! - New York, I love you!

Grammatical transformations:

1. syntactic comparison;

2. the division of the proposal;

3. consolidation of proposals;

4. pure grammatical substitutions;

5. antonymic translation;

6. explication or descriptive translation;

7. compensation.

Imagine the most frequent grammatical transformations when translating advertising text:

Syntactic assimilation or literal translation is a translation in which the syntactic structure of the original is transformed into an absolutely similar structure of the translated language.

It's your world! - This is your world!

The antonymic translation is a lexical transformation, in which the replacement of an affirmative form in the original with a negative form in translation or, conversely, with a negative one in the affirmative, is accompanied by a replacement of the lexical unit of IL by one unit of the opposite meaning.

Colombia: The Only Risk is Wanting to Stay. -Colombia. There is only one risk - I don’t want to leave.

Explication or descriptive translation is a lexical-grammatical transformation, in which the lexical unit of the IL is replaced by a phrase expressing its meaning, i.e. giving more or less complete explanation or definition of this value on the PC. Using explication, you can convey the meaning of any non-equivalent word in the original.

AtHampton, weLoveHavingYouHere. - While you are in Hampton, we care about you.

L.S. Barkhudarov identified the following types of transformations:

- permutations;

- replacements;

- addition - a translational transformation that requires the distribution of any FIA language rolled out from the point of view of a translator (without any meaningful additions).

- omission implies ignoring in the process of translation some semantically redundant words that do not carry important semantic meaning, and their meaning is fully restored in translation.

Chapter 3. Problems of translation of advertising texts.

The main criteria for understanding the characteristics of an advertising sublanguage is the ability to correctly perceive and adequately translate advertising texts and brand names. As you know, there are several basic approaches to understanding translation equivalence.

First, the concept of formal conformity, when everything that can be transmitted is transmitted, up to the structure of the source text. This principle applies only to transcribing or transliterating brand names, but not for translating slogans.

Secondly, the concept of normative and substantive conformity, when equivalence appears as a balance of the exact transfer of elements of the source text content and compliance with the norms of the translating language.

For advertising texts, the normative nature of language means is, of course, desirable, but not a supertask. Therefore, the more complete the translation conveys the emotional message laid down by the creator of the advertisement in the text, the more qualitative it can be considered.

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