Open AccessANALYSIS OF MARKETING SLOGANS FROM THE PERSPECTIVE OF TRANSLATION STUDIES
Author(s) -
Марія Хар,
Nataliia Hrytsiv
Publication year - 2021
Publication title -
molodij včenij
Language(s) - English
Resource type - Journals
eISSN - 2313-2167
pISSN - 2304-5809
DOI - 10.32839/2304-5809/2021-3-91-50
Subject(s) - advertising , perspective (graphical) , linguistics , sentence , value (mathematics) , perception , relevance (law) , psychology , nonverbal communication , computer science , political science , communication , artificial intelligence , philosophy , machine learning , neuroscience , law , business
This research is focused on a detailed analysis of advertising slogans of well-known food brands, linguistic features of slogans, translation strategies, linguistic shifts applied and difficulties translators face in the process of translating. The relevance of the topic is determined by the need to determine the features of the translation of advertising slogans, the influence of cultural factors on the translation of advertising slogans, the influence of verbal and nonverbal components of advertising on its perception by the target audience. For the study, 50 advertising slogans of various food companies were carried out. Features and strategies of translation of advertising slogans, lexical-grammatical, stylistic and other transformations applied to the target text are established. According to Catford's classification, the main dominant category of linguistic transformations is the transformation of sentence structure, which is used in the translation of approximately 38% of advertising slogans. Changes in rank and changes within the language system of the target language are 23% and 27%, respectively, and changes in grammatical classes of words – 12%. This work has theoretical value in terms of studying unique features of the discourse of advertising and peculiarities of translation of advertising slogans, and practical value for use of verbal and nonverbal elements of advertising as a means of influencing consumers.