3 chapter. I peculiarities of translation of advertising and presentation materials

CHAPTER II. Features of translation of advertising texts in a foreign language into another language
2.1. Actual Issues of Translation Studies and Translation Practice
Advertising texts in modern society perform the most important communicative function. 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 transfer of the sociolinguistic aspects of the translated text. The advertising text includes a number of extralinguistic components and is adequately perceived only when they are harmoniously combined. This factor is significant when translating advertisements, because neglecting these components will not translate the advertising text with the greatest efficiency.

When translating advertising texts, it is necessary to take into account the purpose of the advertising message, the nature of the consumer, the linguistic qualities of the original text, the cultural and individual possibilities of the language in the cultural aspect of the consumer, and much more. The translation of advertising texts can be defined as close to "adequate". This type of translation is caused by its practical necessity. This approach requires the translator to have good knowledge of the subject referred to in the original, what the author of the advertising text wanted to say, i.e. communicative intention of the advertising text. The translation of the advertising text when changing the verbal form must, at the same time, be accurately conveyed in meaning.

In Russia, the majority of advertisers are foreign companies. And many have the problem of translating a long source phrase and its adaptation in Russian. When translating English-language advertising texts, in some cases, Russian translators do not translate the text, but give its "semantic equivalent". For example: “What legs! Much more than legs! OMSA knows how to be admired!” (From Paris to Nakhodka "Omsa" - the best tights!); “Betcha can’t eat just one” (Crunch - you can’t resist!)

The choice of one or another method or method of translation depends on many factors. This is the nature of the translated text, and the audience of the consumer of advertising products, and the peculiarities of the translator's psychology, his commitment to a certain literary tradition. For many advertising practitioners, the text of a foreign language serves only as a means for understanding the idea of the advertised product, while the text itself is often rewritten in the language of the consumer's country, taking into account its national specifics. In cases where an exact translation seems undesirable for some reason, the translator uses phrases that are approximate in meaning, which must necessarily take into account traditional ethnic, national and social characteristics, stereotypes of behavior of a particular audience, which is directed to the products indicated in the advertising text [2] .

If the audience for which the text of the advertised product is intended is diverse, then translators use exclusively common vocabulary that is understandable to every native speaker and is widely used in everyday communication. If the target audience is homogeneous, then translators do not use words in the advertising text that have certain restrictions in use. They carefully select the words included in the advertising text for their stylistic fit with the chosen topic, product and audience. In the same case, when an advertising campaign is focused on a narrow homogeneous audience that has its own social or professional metalanguage, then the use of slang words and professionalism is not only not forbidden to the translator, but is also encouraged.

Often, translators of advertising texts face significant difficulties in conveying the pragmatic potential of the original. In particular, this is due to the translation in the advertising text of facts and events related to the culture of a given people, various national customs, names of dishes, details of clothing, etc. In the process of translating advertising texts, the translator has to solve both purely linguistic, linguistic problems due to differences in the semantic structure and features of the use of two languages in the communication process, and the problems of sociolinguistic adaptation of the text. According to A.D. Schweitzer, the translator must convey the pragmatic aspect of the content of the translated text by redirecting it to a foreign-language recipient, “taking into account the reaction that the text will cause, accurately conveying the denotative and connotative components of the content of the original statement from a foreign-language reader. In this case, a pragmatic adaptation of the original text takes place, i.e. making certain adjustments for socio-cultural, psychological and other differences between the recipients of the original and the translated text” [2; With. 242]. In practice, it is sociolinguistic factors that become decisive when translating advertising texts into another language.

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 insertions in advertising assumes that the creator of the text and its recipient have common background knowledge. Of particular importance are such have your slogan in Spanish. Her pen advertisement in English reads “It won’t leak in your pocket and embarrass you” (“It will never leak in your pocket and cause you inconvenience”). The translator made a mistake and mixed up two Spanish words. As a result, Parker's advertising campaign in Mexico ran under the slogan "It will never leak in your pocket and make you pregnant." When Coca-Cola first came to China, the company decided not to change the brand name, but the Chinese words mean "bite the tadpole." Its main competitor, Pepsi, translated its advertising slogan “Come Alive With the Pepsi Generation” into Chinese word for word. The Chinese were shocked: when translated, the slogan acquired an unexpected sound: “Pepsi will make your ancestors rise
from the graves."
Based on the foregoing, we can conclude that the effective translation of advertising is associated with predicting the linguo-ethnic reaction of the recipient of the text in the target language; it is important to rely on knowledge of the peculiarities of national psychology and differences in cultural and historical traditions.