Development Of English Advertising

N. V. Bespalov

Candidate of Pedagogical Sciences, member of the Union of Translators of Russia

With the development of the Russian market and the globalization of the world ' s economic processes, the specific services of translators, such as the translation of commercial texts and slogans, are becoming more relevant. An increasing number of international companies come to Russia and, increasingly, these companies require not new promotional images and plots, but translation and adaptation of texts and tapes that have already proved effective in the markets of other countries.

Transmission of the unequivalent reality of the English promotional text is very informal. The choice of a certain reception would depend directly on the task of the interpreter: to retain the color of the language unit with possible damage to semantics or to transfer the meaning of reality (if not known), while losing the colori.

Lexica, which provides cognitive information, is a priority in the translation of the advertising text. In its characteristics, it is close to terminology (single, neutral, independent of context) and is transmitted by single-digit equivalents. The remaining features of translation are equal, but more attention is paid to those that provide additional funds for the allocation and strengthening of cognitive components:

Emotional and evaluative treatment with positive semantics - is transmitted by variants;

- Means of expression of hyperbol:

- Exceeding degree of adjective and worn,

- nutrients and particles with the power of the plugs,

morphine with semantics of quality improvement,

- spaces with general semantics,

- evaluative statements with simplicity,

- A lexica, close to high style,

- Quantitative hyperbols of the speech - are transmitted by appropriate grammatical and lexy versions;

- Modular words are given by the option if the language of translation is the same as that of the translation, or is compensated by other words in the fashion language of the translation;

- Foreign words, speech turns and quotations - translated into text without modification;

Dialect words and turns - compensated by simplicity or neutrality;

- Synthaxis specification: emotional inversion, parceling, unfinished proposals, rhetorical questions and resurrections are transmitted to grammatical conformity;

- Repeat at all levels: background, morphine, lexic. ♪ ♪