The peculiarities of translation of the advertising text

DEFINITIONS OF AND REASONS FOR ADVERTISING
2.1 The major elements of communication in advertising
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.¹³Continuing 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.Thus, they try to make some sense out of their experience and all this is being studied in various fields of science. Science is a particular one -- it's a particular form of trying to gain some understanding of our experiences, organize them. Intercultural communication is characterized by the fact that its members by direct contact using special language versions and discursive strategies that are different from those that they use when communicating within the same culture. Often used the term "cross-cultural communication" usually refers to the study of a particular phenomenon in two or more cultures, and has the added value of comparing the communicative competence of communicating from different cultures. When it comes to communication, especially intercultural, to distinguish between sociological and psychological studies conducted in the field of social psychology, it is very difficult. Both deal with arising in the process of communication, or transmitted through its complex categories - values, motives, attitudes, stereotypes and prejudices. Task as those, and others - to identify the observed phenomenon (perhaps associating it with others) and show differences from similar reactions and attitudes to the situation of intra-rather than inter-cultural interaction. Only linguists are primarily interested in how this happens. That in language message indicates the presence of cross-cultural interaction? What exactly characterizes the messages exchanged between the representatives of different cultures? Which communicative contexts is it manifested? How it happens misunderstanding, incomplete understanding of what language features and mechanisms that allow or do not allow to compensate for not (to) understanding? he phenomenon which received the name "world picture" - same is more ancient, as well as the person. Nevertheless this reality became a subject of scientific studying only in recent time. The concept of a picture of the world until now isn't created yet: scientists make attempts of a formulation of its developed definition, discuss questions of theoretical restriction of a picture of the world from close phenomena, try to characterize and reveal properties and forms of its existence. Need for application of the concept "world picture" of various spheres of activity of the person arises usually in two cases: in a situation of polyalternativeness of the positions coexisting in any area and in a situation of the paradigms replacing each other.The picture of the world represents the basic concept of the concept of the person expressing features of his life therefore properly it can be characterized only in the general theory of the person.The most adequate understanding of a picture of the world its definition as the initial global image of the world which is the cornerstone of a worldview of the person representing intrinsic properties of the world in understanding of its carriers and being result of all spiritual activity of the person is represented.The picture of the world represents a complete image of the world. From the point of view of a semiologiya in any image as semiotics object it is possible to mark out its substantial and formal properties. From dialectics positions the picture of the world is intense and inconsistent whole, being in process of continuous formation. Summing up the results, it should be noted that the materials and results received by us during this work can be used for further scientific development in the field of studying the linguocultural of features of language pictures of the world as the offered approaches can be applied to the description as language pictures of the world in the general, and their separate.