The peculiarities of translation of the advertising text

PECULIARITIES OF TRANSLATION OF ADVERTISING TEXTS FROM ENGLISH INTO NATIVE LANGUAGE (based on materials from American magazines)
PLAN:

		Names	pages
INTRODUCTION			2
CHAPTER I THE PECULIARITIES OF TRANSLATION OF THE ADVERTISING TEXT			5
	1.1 The meaning and function of advertising		5
	1.2 Difficulties in translation of advertising texts		14
	1.3 Purpose of advertising header		25
CHAPTER II DEFINITIONS OF AND REASONS FOR ADVERTISING			34
	2.1 The major elements of communication in advertising		34
	2.2 Advertising language		38
	2.3 Translation theories.		44
CONCLUSION			57
REFERENCES 60

INTRODUCTION
An early start provides maximum learning time for English as a foreign language – the earlier you start the more time you have to learn; x children who learn a first foreign language at pre-school or primary school levels have a better chance to take a second foreign language in the secondary school; x from an early age children are exposed to the cultures of the countries where the target language is spoken; they grow up tolerant and sympathetic to other people; x learning a foreign language at early age, apart from practical value, stimulates children’s ability to use their mother tongue better; x learning languages improves children’s memory, thinking, perception, imagination, etc. In terms of language skills and fluency, pre-teens and early teens are usually quite alert and confident. They can communicate well in their own language; they are familiar with the basics of such diverse subjects as literature, history and mathematics; they are also beginning to study science as a subject, and to realize that it is a field of knowledge unlike any other. An ideal student, according to any national standards of education, has the ability and the desire to master all those skills, and to use the new information as a tool of self-development on their way to becoming a full-fledged valuable member of society Teaching young learners is always a challenge and requires new sophisticated approaches and solutions in terms of developing speaking skills. The article aims to analyse the ways interactive technologies influence motivation and encourage young learners to speak fluently. To achieve it, emotional and psychological difficulties students experience are to be taken into consideration. In this respect, this is vital and need further development to be applied in educational process. To boost students’ speaking skills, to help them overcome psychological barrier a new pattern of teaching-learning process needs to be worked out. The article presents the developed and implemented an interactive activity-based model of speaking practice. For the experimental base of the study two groups of 20 young learners aged 8-10 participated in the experiment. The article describes the results of the experimental study and one of the lesson patterns that was developed by the authors. It is proved to be a very efficient motivating tool to acquire speaking skills in a more student friendly educational environment.
Every teacher and student should take an active part in implementing the changing and establish great future of Uzbekistan. By learning the language and appropriate methodology of teaching English effectively, I believe to do my best to support the reform and fulfill my duties as a citizen of Uzbekistan. We clearly see that one of the main Constitutional guarantees – the right to receive education, realization of creativity, intellectual development – is realized through this program. The market of educational services is being formed through developing marketing in the sphere of education, and training qualified specialists, the system of governmental and non-governmental education establishments, paid consulting and educational services is being developed, market relating in the principles of self-financing, demand and supply.
It is noted that in the framework of the Law of the Republic of Uzbekistan “On education” and National Programme for Training in the country, a comprehensive foreign languages, teaching system, aimed at creating harmoniously developed, highly educated, modern-thinking young generation, further integration of the country to the world community, has been created. President of Uzbekistan ¹Shavkat Mirziyoyev signed a decree “On Uzbekistan’s Development strategy”. In modern society advertising texts perform the most significant communicative function. One of the major points of the translation of advertising messages is expressed in the meaningful relationship between the original text and the translation, as well as in the transfer of the sociolinguistic aspects of the translated text. The stylistic, structural and national-cultural features of the advertising texts really have an impact on the translation of the text into a foreign language. Among the characteristics of the translation, the following contradictory aspects can be distinguished: - first and foremost, the translation of the slogan is not considered as an “original creative work”. T. Bell says that the translator must always act within the framework dictated by the advertising agency when creating the initial slogan; - on the other hand, in relation to the translation of advertising messages directly, a team of scientists R. Ray and N. Kelly use the word "transcreation" («пересоздание»). The researchers emphasize that the term is used to denote an adapted translation or when the content is completely rewritten in the target language to reflect the main point of the original text. The main task of the translator – to use all knowledge of theoretical bases of translation for transfer the communicative function of the original, as knowledge of theoretical bases of translation and extralinguistic realities are necessary conditions of translation. Suppliers and producers of production do everything possible to attract as much as possible consumers. For this purpose advertizing appears on screens of our television, by radio, also it appears in the form of advertizing brochures, texts and slogans.² Advertising translation today is singled out in a completely separate area of ​​the translator’s activity, which requires from a specialist not only an ideal knowledge of the stylistic subtleties and cultural nuances of the Russian and English languages, but also a clear understanding of the psychology of the consumer.
Advertising texts and slogans are extremely rarely translated literally, because in most cases, literal translation does not allow to fully convey the meaning, mood and presentation. Translated into another language, the same phrase may have other semantic shades that change its perception. It is important for a translator not only to translate the text, but also to conduct its sociolinguistic adaptation. Some linguists use a separate term for this process - transcreation. The translator essentially re-creates the meanings of the advertising text. Therefore, knowledge of psychology and a clear definition of the target audience is a must.