The peculiarities of translation of the advertising text

CONCLUSION
In the process of recreating an advertising text, the translator faces the task of conveying the means that form different types of information in their complex interweaving, but not all of them are equally difficult to translate. The linguistic means used in advertising can carry one type of information or several at once, but in general, advertising has a redundancy of means that serve its communicative task, but this redundancy should not be removed during translation, it must be tried to be preserved. Depending on the type of text, approaches and requirements for translation are determined, the type of text affects the choice of translation techniques and the degree of equivalence of the translation to the original, and accordingly, the goals and tasks facing the translator differ. Various authors point out, in particular, I. S. Alekseeva: “In order for an advertising text to fulfill its communicative function, it is not enough to translate it, it must be included in the cultural environment of the target language”. When translating works of the main task of the interpreter - to use all the knowledge of the theoretical foundations of translation for the transfer of the communicative functions of the original, since the knowledge of the theoretical foundations of translation and extra-realities, a necessary condition for the adequacy of the translation.Literary translation, as a poetic and the prosaic - art. Art - the fruit of creativity. And creativity is not compatible with literalism. 21 delimit the literal accuracy, the subscript on the accuracy of Art. He understands that the only art precision gives the reader into the circle of thoughts and sentiments of the author, visualize its style system in all its originality, that only the artistic precision is not embellishes and distorts the author. But once the translation - the art, have nothing in common with bukvalisticheskim craft, hence, the interpreter must be provided with the writer's gift. Art of Translation has its own peculiarities, and yet the writers and interpreters are much more similarities with the original writers, rather than points of difference. On this beautifully told in a Junkers AIKuprin: "... for translation from foreign languages​​know little, albeit excellent, the language, but should still be able to penetrate into the deep, lively, diverse meaning of each word in the mysterious power connection of one or the other words. "Computer translation is devoid of humanity, so it will never be able to take a dominant position in the translation as an artistic and technical texts. We will always be missed by this translation of imagery and completeness of the statements.The process of translating a creative and commercial translation process - twice. But the translators should not be too carried away and forget that: "Right, Dale Carnegie: the reader interested in himself. In advertising, for example, his interest is not a commodity and not the company, to create it and solving its problems. This advertiser understands and psevdoreklamist convinced that advertising - is a field for his "self-expression."Making the conclusions we came to the conclusion that ad text because their specificity will never be translated literally, as in this case, he may lose the meaning and force of its impact. When translating advertising texts into other languages ​​should be considered ethical, psychological, and psychographic (personality) characteristics of the audience and consumer-sensitive and culture of the country for which the text was intended.For the ideal interpreter - merge with the author. But the merger requires searching, imagination, resourcefulness, getting used, empathy, visual acuity of smell and hearing. Expanding the creative personality, but that it does not obscure the identity of the author.