Translation of advertising texts is considered one of the most difficult types of cross-language communication, because it requires a translator not only excellent language skills, but also the creative campaign, knowledge of the culture of the target audience. In other words, the translation of advertising texts is necessary to translation tools, has the same effect on the translation of native speakers, and authors that funds for native speakers of the original. In contrast to the translation of literature, where the translator is obliged to convey and represent all artistic and aesthetic sense of the original, the translation of advertising texts is slightly different in form, language and a distinct means of communicative orientation.
Particular attention in this study was given to the study of the functioning of advertising slogans in tourism. To date, there are plenty of English-language translations of advertising, and therefore seemed interesting to examine them, proofread and perform a comparative analysis of the original text and translation. The object of study in this paper are the English language advertising slogans in the media, and video ads, and the Russian version. The subject of the study are translation transformation, the main purpose of which is to achieve equivalence translation.
Today, due to the development of international relations in the field of tourism and trade, there is such a thing as a tourist slogan requiring competent translation into other languages, in order to attract larger consumer audience. Consequently, the study of the peculiarities of translation of advertising slogans seems urgent. The aim of this study is to compare the original English-language slogan and his Russian-language equivalent. To achieve the objective tasks:
- Consider the term “slogan”;
- to review the classification of slogans;
- To proofread the frequency of the use of translation in the transformation of the Russian-speaking equivalent of the English advertising slogans.
The practical significance of this work lies in the fact that the data on how the translation of advertising slogans can be further used in the practical work on the translation of the English-speaking and Russian-speaking advertising slogans. Method of research is a comparative analysis of theoretical sources, the method of contextual analysis, quantitative data processing and proofreading.
The material of the study are 100 advertising slogans, selected from periodicals and Media Ads. The structure of the work is determined by the purpose and objectives of the study. This course consists of an introduction, table of contents, the theoretical and practical parts, and a conclusion. The introduction reveals the relevance, defines the purpose, objectives, object, subject, materials and research methods, reveals the practical significance of the work.