PECULIARITIES OF TRANSLATION OF ADVERTISING DISCOURSE TEXTS IN THE PERIOD OF GLOBALIZATION

Keywords: advertising text, translation, linguistic and stylistic features, translation transformations, global society

Abstract

The article presents a comprehensive analysis of advertising texts and their functioning in the process of globalization. Certain aspects of linguistic and stylistic means of advertising texts and peculiarities of their translation are traced. The influence of advertising as a cultural phenomenon is proved. The analysis of the structure and features of advertising texts was carried out based on such research methods as the descriptive method, the method of observation, the method of comparison, the method of analysis and synthesis, the method of induction and deduction, and dictionary definition. Advertising has been found to have a significant impact on a globalized society, and virtually every culture is involved in this process. It plays a significant socio-cultural role in shaping the stereotypes that define the national mentality. Values are introduced through advertising. Translation of advertising texts is a very creative and complicated process that requires considering a set of factors. First of all, you need to understand that the main task of advertising texts is to sell goods, so they must be quite convincing and promote the emergence of vivid images in the minds of potential consumers. As a result of the analysis of advertising texts, we concluded that advertising is a vivid example of persuasive writing that can influence a globalized society. That is why the experience of understanding the globalization of advertising communications conveys spiritual experience in the form of models of consumer behavior and behavior in general and forms vital values. The study of advertising messages is a multifaceted, complicated process that requires consideration of the dynamics of advertising texts. Therefore, there is a need to analyze the linguistic and stylistic features of advertising texts. Translation of advertising differs from all others in form, language, and pronounced communicative direction. In translating advertising, the translator must solve not only linguistic problems but also sociolinguistic adaptation, because the perception of the world's picture in each culture is different.

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Published
2021-02-22
Section
Linguacultural, sociocultural and intercultural problems of translation