The peculiarities of translation of the advertising text

1.2 Difficulties in translation of advertising texts
Advertising text is a text containing advertising information designed to arouse interest among a certain audience in certain goods in order to further sell these goods. As Belova states in her article: "The advertising text must perform a number of essential functions, and any other text is not aimed at fulfilling them." Consequently, the translation of advertising texts is quite an important process. In addition, creating a new equivalent advertising text in the target language requires the translator to solve the problem of sociolinguistic adaptation of the text.Particularly, according to the researcher (I. Zlobina, 2010), an advertising text includes a number of extralinguistic components and is adequately perceived only if they are harmoniously combined. This factor is significant during the translation, because neglecting these components will not translate the advertising message with the greatest effectiveness. In the process of translation, it is essential to take into account the purpose of the advertising message, the cultural and individual possibilities of the language in the cultural aspect of the consumer, the nature of the consumer, the linguistic qualities of the original text, so on, because the translation of advertising texts requires from the translator to have knowledge of the subject and clear understanding of what the author of the advertising message wanted to say.During the translation of English advertising texts, in many cases, Russian specialists escape to translate the text, they try to give its "semantic equivalent". For example: “What legs! Much more than legs! OMSA knows how to be admired!” (От Парижа до Находки "Omsa" – лучшие колготки!); “Betcha can’t eat just one” (Захрустишь – не устоишь!)The choice of a method of translation depends on many factors. For many advertising translators, the text of a foreign language means understanding the idea of ​​the advertised product, while by taking into account national specifics of the advertising texts, the message itself is often rewritten in the language which is in the consumer's country. In some cases where an exact translation is disagreeable for some reason, the translator uses phrases that are estimated in meaning, which must necessarily take into consideration traditional aspects, national and social characteristics, behavior of a particular audience to which the product is directed in the advertising text.Sometimes due to the translation of facts and events which are related to the culture of a particular audience, various traditional customs, names of dishes, clothing, translators face significant difficulties in translating the original. So in these cases, the translator’s task is solving linguistic problems due to differences in the semantic structure and peculiarities of using two foreign languages ​​in the communication process.In the article, Zlobina emphasizes that the use of quotations, allusions, idioms, as well as foreign language insertions in advertising assumes that the creator of the text and its recipient have common background knowledge. According to the researcher B. Rarenko: "The translation of advertising is in principle possible, but losses, as with any translation, are inevitable, so the ability to prioritize becomes important when translating an advertising message." If it is necessary to make a choice, the translator should try to convey, first of all, those that serve as additional means of highlighting the components of advertising texts. According to Rarenko's analysis, these include: 1) emotional-evaluative vocabulary with the semantics of a positive assessment; 2) means of expressing the hyperbole of a positive assessment; 3) "fashion words"; 4) foreign words, turns of speech and quotations; 5) dialectal words and phrases; 6) syntactic design of the statement; 7) repetitions of all levels; 8) puns, metaphors, comparisons, author's paired phrases and other lexical figures of style; 9) the background of the literary norm of the language; 10) stylistically colored vocabulary.One of the most important components of the advertising text is the description of the advertised product or service, attributive combinations, which include adverbs and adjectives, carry a large functional load indicated in the researcher's article (I. Zlobina).⁶ Some researchers even call adverbs and adjectives keywords of the advertising text and pay special attention to them. It is adjectives and adverbs that help create that unique tone of the advertising appeal, which allows you to convey the qualities and dignity of the advertised item. When translating into Russian language, this circumstance must be taken into account: “Radiant, sensual, sophisticated, J'adore is a fragrance that celebrates the renaissance of extreme femininity and the power of spontaneous emotion with a brilliant bouquet of orchids, the velvet touch of Damascus plum and the mellowness of Amarante wood” (Сияющий, чувственный, сложный, J'adore – аромат, который празднует Ренессанс чрезвычайной женственности и власть непосредственной эмоции с блестящим букетом орхидей, бархатным контактом Дамасской сливы, и спелостью леса амаранта).In the process of translating advertising texts, adjectives and adverbs are used to describe the most diverse properties of the advertised product - shape, size, cost quality, sensations that this product evokes. The most commonly used adjectives in English advertising are: natural, sensual, innocent, passionate, romantic, mysterious, good, better, best, free, fresh, delicious, full sure, clean, wonderful, special, fine, big, great, real, easy, bright, extra, rich, gold. Often there are adjectives indicating the authenticity of the brand: genuine, authentic и original. But, according to I. Zlobina, the adjective “new” is used as the champion in terms of frequency in English advertising - it can be found in almost every second advertising text.The most significant features of the advertising text include such as the frequent use of verb forms, which significantly enhance the dynamism of the advertising message. (see, buy, fly). “They fell in love with her when she started wearing that Sexplosion perfume. That perfume really attracts boys! Buy some!”. Very often in advertising texts there is a metaphor, the translation of which requires great creativity from the translator: “Plop plop, fizz fizz, oh what a relief it is!” (реклама Alka-Seltzer: “Веселье без похмелья!”); “The quicker picker-upper” (реклама шоколада Bounty: “Bounty. Райское наслаждение”). Or when translating an ordinary advertising slogan into Russian, the translator uses a metaphor: “Mr. Clean will clean your whole house and everything that's in it” (“Mr. Proper все отмыл и квартиру освежил”; “ С Mr. Proper веселей, дома чисто в два раза быстрей!”); “If it’s gotta be clean, it’s gotta be Tide” (“Чистота – чисто Тайд!”)When translating advertising texts from English into Russian, it is important that the text conveys the meaning and mood. But if the original marketers use various tricks to improve the perception of the text, then it becomes more difficult to translate it. There are a huge number of such tricks: puns, rhyming, consonance of individual words or double meanings of phrases. If they are, then 100% accurate translation becomes impossible. The translator can only get as close as possible to the original presentation. Some experts do this very well. A classic example with the Gillette brand slogan. In the original it sounds «Gillette. The best a man can get». A simple, strong and memorable slogan, the effect of which largely depends on the rhyme. It was translated into Russian with dignity - «Gillette. Лучше для мужчины нет». The translation preserves a short and capacious form, a clear rhythm, and, most importantly, a rhyme with the name of the trademark. The slogan is actively used by the company to this day. Computer manufacturer.There are two finished the stage in the manufacture of computers, namely, OEMs, and design and build complete computer systems.Integrated circuits are designed and developed by electronic engineers and fabricated by highly skilled workers using sophisticated equipment. Computers are used in the design, manufacture and testing of these circuits.The full process of designing and constructing a computer fully integrated and includes the work of several people. Stage described in detail in the following sections.Most computer manufactures have a research department, researching new computer architectures, new hardware devices, new software methods and new computer applications. The staff of the Department of scientists, engineers, researchers and technicians, as well as highly skilled software engineers. A more detailed discussion of the research will be described in paragraph 3 of 2.5.A complete draft of a new computer (or several computers) is in the hands of developers of computer architectures. Modern computers are designed in accordance with the hardware and software features.⁷ Accordingly, system programmers writing system software for the computer, are also involved in the project.Highly skilled workers are responsible for the various stages of production and assembly sites. Flow lines are not used. Basically, a group of workers conducting the module through all stages of assembly and exhaustive testing.One of the most highly paid work in the computer industry - retailer of computers. Vendors are working in conditions of fierce competition, where their level of earnings depends to some extent on their sales abilities. The process of selling large computer systems may take several months.Specialists are responsible for the operation of the installation and commissioning of new computer nodes, and the maintenance and repair of systems in action. With many computers working around the clock, this activity often requires working overtime. When working with this software product were found following error in the translation of the text. Lexical analysis of the text showed that PROMT for the most part adequately takes the simple parts of speech, but admits mistakes in translating the cases, accessories adjectives, speech speed, constructing sentences.The disadvantage is the inaccuracy of an interpreter translating words with multiple meanings. For a more adequate translation in the future may offer more in-depth heuristic analysis of the grammatical construction of the proposal to improve the translation quality of different parts of speech and grammatical characteristics, as well as eliminate the conflict of dictionaries in the translation of specialized texts.Grammatical text analysis showed that the electronic translator copes with the translation of words in the plural and singular, but there is some difficulty in transferring cases and production of verbs in the correct number. This is due to different interpretation of cases in Russian and English languages: in Russian - in the end, in English - after prepositions. As we know, market conditions have caused the accelerated development of advertising as a social institution and the professional activities of hundreds of thousands of people in our country. From dilettante trade offer advertising turns into a sophisticated mechanism for influencing the consumer. Modern media have fueled the spread of international promotional activities. Today, translation of advertising has become not only necessary but also a daily occurrence of life of the world community. In this case, knowledge of the theoretical foundations of the process are not only required, but also guarantee the quality of translation.Translation of advertising texts, in contrast to the translation of fiction in which the interpreter must convey artistic and aesthetic qualities of the original, is somewhat different in form, language tools, as well as a pronounced communicative orientation. In the process of translating these texts, the translator has to decide as a purely linguistic, linguistic problems arising from differences in semantic structure and features of using two languages ​​in the process of communication and sociolinguistic problems of adaptation of the text.The translator must often seek special funds for the transfer of semantic and stylistic components of the original. In this case reached the pragmatic equivalence between the original and translation, which determines the communicative effect of advertising. We are interested in the communicative function of the translation of advertising texts, rather than artistic and informative.In this study, the research process of advertising texts, we assume that the target audience speaks a different language, but also has other specific features of the sociocultural environment. In this context, pragmatic adaptation - it changes to a translator in the translated text in order to achieve the desired response from the audience, in other words, it should be properly convey the basic communicative function of the original. The translators of advertising texts are faced with considerable difficulties in the transfer of pragmatic capacity of the original. In particular, it relates to the transfer in the ad text, facts and events connected with the culture of the people, the different national traditions and the names of dishes, details of clothing, etc.AD Schweitzer wrote that the interpreter must pass a pragmatic aspect of the contents of the source text by forwarding it to the recipient foreign language "in view of the reaction, which causes the text, accurately conveys the denotative and connotative components of the content of the original statements from foreign-language readers. Thus there is a pragmatic adaptation of the original text, ie certain amendments to the socio-cultural, psychological and other differences between recipients of the original and the translated text. " In practice, it is the sociolinguistic factors become decisive in translating advertisements into another language.Today's realities make us more attentive to the translation of advertising texts, and also in terms of their psychological impact on the mass audience. Ad text should contain clear evidence, they must be exhaustively described so accurately understood. When translating advertising texts translator must take into account: the aim of the text, the character of the consumer, the quality of the text of the original language, cultural and individual features of the language in the cultural aspect of the consumer and much more. Translation of advertising texts can be defined as close to "adequate." This type of translation due to practical necessity. This approach requires a good knowledge of the translator object, referred to in the original, I wanted to tell the author of the advertising text, ie communicative intention of advertising text. Translation of advertising text for changes in verbal form should be, however, accurately conveys the meaning.⁸ Continuing to talk about the role of translation in the modern world can not remain silent on the global advertising as well as text ads, there are some types of advertising, which, as is standard for the world, universally used phrase or stereotypes in order to maintain the feeling associated with the feature of the advertised product. In addition, for ease of reading a foreign language, there are graphic icons that can also be classified as advertising texts, since they carry with them certain information. The icons can also be the subject of much research because they are often visually complement the ad text, and often help the translator to find the necessary language tools. To attract the attention of advertising sometimes uses the text of a foreign language. Using words from another language violates the grammar rules the reader and, therefore, attracts attention and becomes part of the "visual design" along with color and image. But the foreign text can also cause a breakdown in communication, if the words are not clear, in this case the problem of the translator to use all the knowledge of the theoretical basis of translation for the transfer of the communicative functions of the original.Thematic analysis of advertising shows that the most frequently advertised goods are items of cosmetics and perfumery, food and pharmaceuticals, household appliances, clothes, cars. We can say that this concept is universal set for the advertising market in any country. However, despite the overall process of globalization of the advertising market, advertising kulturospetsifichna thematic structure: the content of advertising in each country is characterized by a number of notable differences, reflecting the peculiarities of social development in this particular kulturolingvisticheskom range. One illustration of this provision may be gradual removal from the market of Western advertising of alcohol and tobacco as harmful to health products. The translators of advertising texts are faced with considerable difficulties in the transfer of pragmatic capacity of the original. In particular, it relates to the transfer in the ad text, facts and events connected with the culture of the people, the different national traditions and the names of dishes, details of clothing, etc AD Schweitzer wrote that the interpreter must pass a pragmatic aspect of the contents of the source text by forwarding it to the recipient foreign language "in view of the reaction, which causes the text, accurately conveys the denotative and connotative components of the content of the original statements from foreign-language readers. Thus there is a pragmatic adaptation of the original text, ie certain amendments to the socio-cultural, psychological and other differences between recipients of the original and the translated text. " In practice, it is the sociolinguistic factors become decisive in translating advertisements into another language.Today's realities make us more attentive to the translation of advertising texts, and also in terms of their psychological impact on the mass audience. Ad text should contain clear evidence, they must be exhaustively described so accurately understood. When translating advertising texts translator must take into account: the aim of the text, the character of the consumer, the quality of the text of the original language, cultural and individual features of the language in the cultural aspect of the consumer and much more. Translation of advertising texts can be defined as close to "adequate." This type of translation due to practical necessity. This approach requires a good knowledge of the translator object, referred to in the original, I wanted to tell the author of the advertising text, ie communicative intention of advertising text. Translation of advertising text for changes in verbal form should be, however, accurately conveys the meaning.Continuing to talk about the role of translation in the modern world can not remain silent on the global advertising as well as text ads, there are some types of advertising, which, as is standard for the world, universally used phrase or stereotypes in order to maintain the feeling associated with the feature of the advertised product. In addition, for ease of reading a foreign language, there are graphic icons that can also be classified as advertising texts, since they carry with them certain information. The icons can also be the subject of much research because they are often visually complement the ad text, and often help the translator to find the necessary language tools.To attract the attention of advertising sometimes uses the text of a foreign language. Using words from another language violates the grammar rules the reader and, therefore, attracts attention and becomes part of the "visual design" along with color and image. But the foreign text can also cause a breakdown in communication, if the words are not clear, in this case the problem of the translator to use all the knowledge of the theoretical basis of translation for the transfer of the communicative functions of the original.Thematic analysis of advertising shows that the most frequently advertised goods are items of cosmetics and perfumery, food and pharmaceuticals, household appliances, clothes, cars. We can say that this concept is universal set for the advertising market in any country. However, despite the overall process of globalization of the advertising market, advertising kulturospetsifichna thematic structure: the content of advertising in each country is characterized by a number of notable differences, reflecting the peculiarities of social development in this particular kulturolingvisticheskom range. One illustration of this provision may be gradual removal from the market of Western advertising of alcohol and tobacco as harmful to health products. As for automakers, many companies have chosen to preserve the English (or native language) version of their slogans even in regional markets. They have created specific advertisements for each country, but decided to keep the brand slogan untranslated. Audi, BMW, Mercedez-Benz, Ford, Toyota amany other important players of the automotive industry have chosen the most suitable strategy to promote their products. In Romania, there are few automobile advertisements that promote their cars by using the translated version of the international English slogan, for example, the brands BMW, Toyota or KIA Motors. Others, like FIAT, Ford or Hyundai have preserved the English version of the slogan in the Romanian market, or, like Audi, Opel or Volkswagen, have used the slogan in German language; Citroen’s choice was French language for advertising the brand in entire Europe, while Seat uses the Spanish version as well as a secondary line of slogans, created in Romanian. The choice for the native language could be a sign of respect for tradition and experience, a bold move for breaking the English pattern or a marketing strategy meant to create impact by making a difference. All these techniques lead to the creation of internationally used slogans meant to communicate the automakers’ purposes, as well as their connection to the customers worldwide (e.g. Alfa Romeo uses the slogan “Beauty is not enough”, the German manufacturer uses the slogan “Vorsprung durch Technik” (“Advancement through technology”) in advertising campaigns all over the world, including Romania.⁹ The slogan was translated into English for international use as “Keeping ahead through technology”. The Audi website mentions that “English cannot fully capture the meaning of Vorsprung which means to leap ahead." The BMW company's slogans in English are "The Ultimate Driving Machine" and "Sheer Driving Pleasure". The original German slogan is "Freude am Fahren" ("Joy in Driving"). BMW has translated the slogan for Romanian customers as “Plăcerea de a conduce”, preserving the original meaning of the German advertisement campaign (“Joy in driving”). One of the most attractive BMW statements was also preserved in the Romanian version of their advertisement campaigns: “We don't just build cars, we create emotions“. FIAT’s advertising slogan, “ Driven by passion“, was preserved in the English version, Hyundai Motor Company has chosen to advertise in Romania with the official English slogan, “Drive your way”, which creates a positive impact through its rhyme with the brand’s name, making it fun and easy to memorize. The South Korean car builder is also developing a broad range of social programs worldwide, under the slogan “Moving the world together”. KIA Motors, South Korea’s second largest automobile manufacturer, has chosen to adapt their slogan, “The power to surprise” to the local Romanian market with the literal translation, “Puterea de a surprinde”. KIA also added a particularity to the slogan: “Puterea de a (te) surprinde” (the reflexive pronoun “te” inserted between brackets makes the slogan more addressed to the customer. The translation of advertising texts has its own specific features requiring both translation skills and the knowledge of technologies of writing marketing materials. Translation of advertising texts must not only set out the data exhaustively, but also be clear and easy to read. The translator must take into account the purpose of the advertising message, its audience and their needs, specifics of the particular advertising media, language capabilities, which make it possible to create the desired associations, emotions and moods. Such an approach requires the translator to know the subject, referred to in the original, well and be skilled in generating advertising creative ideas and copywriting. If advertising messages are translated without taking into account these factors, the purpose of an advertising message - raising awareness among consumers and, therefore, increasing sales - will not be achieved.In our country most advertisers are foreign companies. Many of them have a problem of translating an original long phrase and its adaptation to the Russian (Kazakh) language. The reason is, obviously, typological differences in the Russian (Kazakh) and English languages.