Specificity of the Translation of Advertising Texts From English Into Russian

Abstract

Nowadays translation of advertising texts is becoming as a completely separate line of work for translators, which requires from a translator an ideal knowledge of the stylistic subtleties, cultural nuances of English and Russian, a clear understanding of the purpose of advertising. In most cases word for word translation of advertising texts and slogans does not fully convey the meaning and the mood of the product, so they are extremely rarely translated verbatim. During the translation into another language, the same phrase might have different semantic shades that change its conception. So that in the process of translating advertising message, translator should take into account such features like the purpose of the advertising texts, the linguistic qualities of the original text, the nature of the consumer, the audience’s needs, the cultural aspects of the language.