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

INTRODUCTION...................................................................................................3
CHAPTER.I Peculiarities of translation of advertising and presentation materials...................................................................................................................6
1.1. Translation of advertising texts in foreign languages
1.2. Important principles for creating effective advertising
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
2.2. The range of means of expressing advertising at all language levels
CONCLUSION...........................................
BIBLIOGRAPHY........................................

Introduction
The actuality of the course paper:Advertising texts include all types of texts, the purpose of which is to create a positive impression of the product or service brand and to encourage the purchase as much as possible. This includes the text of product service descriptions on the manufacturer's website and advertising articles in the media, as well as advertising audio and video clips. Even the product label usually does not contain a dry description of the contents of the package, but also describes its benefits. The text on the package also "sells" the product, as many people make purchasing decisions based on the products in the supermarket. When translating an advertisement, the text is transferred not only to another language, but also to another culture. Since it is very important to create a positive impression and build loyalty in advertising, it is necessary to take into account the cultural characteristics of the target audience. The price of a mistake is high - you can achieve the opposite effect. Therefore, advertising translation should be done by a person who knows the culture of the target audience and its modern realities well. In particular, humor can be used in advertising. But jokes are different in different cultures, so the translator is required to catch the joke in the original and transfer it to the target language. Therefore, a translator in the field of advertising is also a localizer. Since direct translation is not always appropriate, the translator often has to be creative. This is especially evident in the case of slogans. A slogan is a short, clear phrase that summarizes all the advantages of the advertised product. It should be remembered. The translated slogan must meet all the above conditions. It is not always possible to directly translate the motto as short and concise as the original. The client can set additional conditions, for example, so that the slogan also rhymes (as in the original). Then the creative line helps the translator. The ability to think creatively is one of the most important skills for an advertising translator. Sometimes it turns out that the slogan in the source language and the target language have little in common. Of course, this should be done in agreement with the customer. That is, a translator in the field of advertising is also an advertiser-creator. But the translator can also act as a consultant to the client. If the translator informs the client that some ideas, phrases of the source text do not resonate with the target audience, the client may decide to work on a different version of the advertisement and consult with the translator only about invented options. The stock of existing knowledge in this field is the basis for demanding high remuneration for their work. An additional effect - the translator can use the acquired knowledge for self-promotion (if he works for himself). Since advertising translation requires the translator to combine several skills, such work should not be underpaid. In addition, the cost of a mistake due to poor quality translation is high. At the very least, the client may be wasting money and not getting any revenue for the translated ad. At most, it can have a negative reaction to the product.