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The most effective is the task of translating an advertising message in accordance with the concept of dynamic (functional) equivalence. The concept of dynamic equivalence was introduced into linguistics by an American scientist Y. Naida, who proposed “not to establish the full value of the translation by comparing the source text with the text of the translation, but by comparing the response of the recipient of the translated text and the recipient of the text in the source language”.

To translate the brand name at first glance may seem the least problematic task. There are generally accepted methods of transcription and transliteration of foreign words (although the second method is used at the present stage quite rarely). However, one should not forget about such an important phenomenon as foreign language homonymy.

In the modern world, the task of translating advertisements in the usual sense is never put, because the originality of advertising texts makes them often difficult to translate, while translating, the brightness and emotionality of advertising is lost, and, moreover, the mechanism of the communicative psychological impact of advertising messages is destroyed. In order for the advertising text to fulfill its communicative function, it is not enough to translate it, it must be included in the cultural environment of the translation language. Selection of the characteristic features of the language of advertising, understanding their impact on the rational and emotional areas of the recipient's consciousness and then eliminating the linguistic and the cultural-ethnic barrier between communicators - these are the stages of the process of equivalent translation of advertising texts. In this case, the specialist is faced with a difficult task - predicting the linguistic and ethnic response of an ordinary consumer of advertising to the text of a message in the target language. This forecast is based on the translator’s knowledge of the characteristics of national psychology, differences in cultural and historical traditions, knowledge of the realities, knowledge of the source language and the translating language. Otherwise, the result can be quite comical or in some cases even offensive. The world famous automobile company Ford can "boast" of great experience in this matter. For example, the «Fierra» is an inexpensive truck designed for developing countries that sold poorly in Latin America. The fact is that the Spanish “fierra” means "old woman".

The well-known Bulgarian translator S. Florin in his book “Flour translation” describes this phenomenon: “What to do, for example, when the correct transcription of a foreign language name turns out to be a homonym of a vulgar, indecent or just comical word in the target language? Here it’s not a matter of “euphemism”, but the fact that it can give a parody, caricature character to a serious or deeply lyrical character of the translated work ”.

This caution is especially important for advertising texts. It is impossible to hope for the success of an advertising campaign if the name of a brand or an individual product will evoke responses from the media of one or another language to which the manufacturer has not relied. Perhaps the consumer will have any positive associations with the product, which the manufacturer did not expect. However, much more often we meet with opposite situations.

The translator, in addition to understanding the spirit of a particular trademark, and, of course, a good command of the source text language, must have the ability to foresee the communicative effect of the advertising message in the target language. L.K. Latyshev writes about it this way: "Subtracting moments from his individual reaction to the original message due to personal convictions, attitudes, tastes, personal life experience, the translator receives a linguistic-ethnic reaction, which, due to his high language competence, is very close to averaged linguistic collective response. "

“Mars”, bringing its well-known “M & M's” trademark to the French market, faced the following difficulties. Neither the & (and) sign, nor the end of `s plural in French is present. Any English learner, not to mention a translator, is familiar with these phenomena and will respond adequately to such a trademark. However, this is exactly the case when the translator should “deduct” from his reaction the fact of mastering the original language. Therefore, it was decided to launch a massive advertising campaign in order to “teach” the French consumer to pronounce the name of the product, that is, to convey the sound of “M & M's” in English with the sounds of the native language.

The advertising text excludes a literal translation, as in this case it may lose the meaning and power of its impact. For example, in Latin America, sales of tickets for AmericanAirlines flights fell sharply after the airline installed genuine leather seats in the cabin, which was the reason for the large-scale FlyinLeather advertising campaign! In the United States, the call to “fly in the skin” was understood correctly, but for Latin American passengers it literally sounded like an obscene proposal to “fly naked”.

A characteristic feature of advertising, as mentioned above, is the use of low-frequency words that are always more emotionally colored and have a more complex semantic structure.

The less frequent the word, the more effort will be required when transmitting it in the target language. It is necessary to preserve the plume of values ​​that helps the manufacturer to reveal the essence of the image of their products. Transliteration is the least helpful.

This integration can be carried out already on the basis of the translation made in rough, then the advertisement is re-created. But even the task “in rough” to translate advertising is difficult to implement, since advertising text is overloaded with funds that are aimed mainly at encouraging consumers to purchase goods. In this case, a “conflict of form and content” arises, and the translator is unable to convey a lot.

The amount of cognitive information carried by advertising is small. This is the name of the company, the exact name of the product, its specifications, price, contact information: phone numbers, addresses. All this is not difficult when translating. However, the modern text of advertising uses powerfully the resources of fiction, it uses literary allusions, hints of idioms and other techniques that make advertising bright, delivering aesthetic information to the recipient, but making translation difficult. In these cases a great creative potential is required from the translator.

Thus, it becomes possible to formulate some basic principles of translation of advertising texts:

1. Translation of advertising text, as opposed to translation of fiction, in which the translator is obliged to convey the artistic and aesthetic advantages of the original, is 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 use of two languages ​​in the communication process, and problems of sociolinguistic adaptation of the text.

2. One of the main features of the translation of advertising texts is expressed in the substantive 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.

3. In advertising texts, verb constructions such as “Stimulateyoursenses” (“Awaken your senses”), “Neverhide” (show yourself), “Makethemostofnow” (Make today real), “Driveyourway” (manage your dream) are quite common. They are found in all parts of the advertising text - in the title, the main advertising text. Translators of English language advertising draw 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 refer to the advertiser, “you, your” - to contact a potential buyer and “they, their” to refer to potential competitors, for example: “howweareyou?” (Where does your We begin?); “No, stankyou” (smoke by yourself, stink by yourself.)

4. Attributive phrases play an important role in the syntagmatic design of both Russian and English advertising texts. Since one of the most important components of the advertising text is the description of the advertised product or service, attribute combinations consisting of adverbs and adjectives carry a greater functional load. “Innovative. Reliable. Smart .That's Philips.”,” Edments. It`s always a pleasure ”.

5. When translating advertisements, translators make certain amendments to the source code taking into account the socio-cultural and psychological aspects of the consumer. The introduction of such amendments is necessary to ensure an adequate perception of the text of the advertisement by the consumer.

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. As a result of this study, we came to the general conclusion that, due to its specifics, the advertising text should never be translated literally, since in this case it can lose its meaning and effect. When translating advertising texts into other languages, one should take into account the ethical, psychological and psychographic personal characteristics of the audience and the consumer, the specifics and culture of the country for which the text is intended. For many advertising practitioners, the text of a foreign language serves only as a means to understand the idea of ​​the advertised product, the text itself is often written anew in the language of the consumer’s country, taking into account its national specificity.

It should be noted that with all the abundance of linguistic means of influence, which is characteristic of all multilingual advertising texts, the saturation of the verbal part of advertising with various means of expressiveness does not at all serve as a guarantee of success. The task of the translator is to use all the knowledge of the theoretical foundations of translation for the transfer of 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.

For many advertising practitioners, the text of a foreign language serves only as a meaning to understand the idea of ​​the advertised product, the text itself is often written a new in the language of the consumer’s country, taking into account its national specificity. In those cases when an exact translation is for some reason undesirable, the translator uses approximate sentences that necessarily take into account traditional ethnic, national and social characteristics, behavioral stereotypes of a specific audience, to which the products indicated in the advertising text are directed. E.L. Golovleva says: “It is necessary to translate the spirit and context of the advertising message, and not just words”.Only in this case, advertising will effectively fulfill its role as a language of communication of the manufacturer with its target audience.

Appeal to literary, cultural and historical traditions is a very "powerful weapon" of the creators of advertising. At the same time, such phenomena present certain difficulties in the interpretation and perception of the text.The use of quotations, allusions, distorted idioms, as well as foreign language contributions in advertising assumes that the creator of the text and its recipient have common background knowledge.

Of particular importance are similar phenomena in the advertising of goods presented on the international market, since in this case it is necessary to adapt the advertising messages taking into account the peculiarities of the language picture of the world to the audience to which this text is addressed.

After analyzing the advertising texts from print publications and Internet sources, taking into account their characteristic and stylistic features, we can draw the following conclusions:

1. When translating an advertising message from the source language to the target language, it is necessary to determine which category the text belongs to, since depending on what is the subject of the advertisement and what audience the advertisement is addressed to, the corresponding style will be determined, which should be observed in the text translation;

2. It is necessary to take into account the stylistic features of advertising texts, the most characteristic of which are the creation of an impressive and vivid image of the recipient with the help of emotionally colored vocabulary, repetitions and a wide range of adjectives and adverbs.

Summing up the above, it should be noted that the translation of advertising texts poses certain difficulties, which consist in the fact that there are several approaches to the understanding of translation equivalence. The solution of these problems is achieved by correct analysis of the source text and, as a result, the correct use of these approaches.

First, it is the concept of formal compliance, which involves transcribing and transliteration and is used only when translating trademarks and names of organizations.

The second approach is the concept of normative and substantive conformity, according to which the text should be translated taking into account the transfer of elements of the source text and compliance with the norms of the translation language.

The most effective is the concept of dynamic (functional) equivalence, in which the full value of the translation is determined by the reaction of the recipient of the advertisement, which was originally laid by the author.

The basis of the advertising text should be laid reliable information about the object of advertising, about its differences from a number of similar, about the economic benefits of the consumer. However, despite the factual and persuasiveness, the content of the advertising text should be entertaining and not be clearly agitated. Compilers of advertising texts should strive to make it business-like, convincing, intelligible, correctly accentuated.

The semantic organization of the advertising text is characterized by a synthesis of two principles - logical and emotional. In this sense, we can talk about a certain similarity of strategies for presenting information in the text of a work of art and advertising. On the one hand, the advertising text has such features as consistency, clarity, clarity, based on intellectual persuasion (argumentation), on the other hand, figurativeness, subjectivity, expressing the author's attitude to the proposed product.

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. As a result of this study, we came to the general conclusion that, due to its specifics, the advertising text should never be translated literally, since in this case it can lose its meaning and effect.

Translation of advertising texts implies not only the transfer of form and content, but also the consideration of the communicative task of advertising messages. Attention to advertising language issues increases the communicative value of advertising. It is this aspect that requires more thorough research, as it has a major impact on the consumer.

Conclusion.

In this work, we investigated some features of the translation of advertising texts. As a result of the work done, the following conclusions can be drawn:

1. The advertising text includes a number of extralinguistic components and will be adequately perceived with their harmonic combination. The translator must take into account that, neglecting these components, it will not be possible to translate the advertising text with the greatest efficiency.

2. The choice of one or another method or method of translation depends on many factors. This is the nature of the translated text, the audience of the consumer of promotional products, and the features of the translator’s psychology, his commitment to a particular literary tradition. It all depends on each case.

3. Allegory, metaphor, comparison, parallelism, various types of repetitions, the concentration of imperative forms of the verb, etc. are widely used in advertising texts. When translating, it is necessary to take into account the significance of such techniques. The most common is the metaphor, the translation of which requires a great creative potential from the translator.

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 extra-linguistic realities is a necessary condition for the adequacy of the translation.

As a result of this study, the author came to the general conclusion that, due to its specific nature, the advertising text should never be translated literally, since in this case it can lose its meaning and effect. When translating advertising texts into other languages, ethical, psychological and psychographic (personal) characteristics of the audience and consumer, the specifics and culture of the country for which this text is intended.

In search of original and effective words in advertising, new lexemes are often created, which consist of parts of famous words and represent distorted or altered words of the active vocabulary of Russian or foreign languages. So, one of the ways to create new words is to borrow foreign lexemes. In this case, the new word should be associated both in meaning and associative with the object of advertising. Whatever the newly created words, they must match the characteristics of the audience to which the advertising message.

The translation process is creative, and the advertising translation process is double. But translators should not get too carried away and forget that: “Dale Carnegie is right: he is interested in the reader himself. In advertising, for example, he is not interested in the product or the company that created it, but in solving his problems. A real advertiser understands this, and a pseudoreklamist is convinced that advertising is a field for his “self-expression”.

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