Advertising texts and their translations

Table of contents 

Introduction ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. ... ... ... 3-4  

Chapter 1. The translation process in the modern world

1.1. The value of transfer ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...... ... ... ...5-7

1.2. Art of Translation ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .......... 7-8

1.3. The ratio of translation to the original ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ..8  

Chapter 2. Translate the text using the program Promt Gigant

2.1. Source code ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ..9-11

2.2. Translation software Promt Gigant ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. .11-12

2.3. Edited translation ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. 12-13

2.4. Analysis of the text, translated by Promt Gigant ... ... ... ... ... ... ... ... .. ... ... ..13  

Chapter 3. Advertising texts and their translations

3.1. The meaning and function of advertising ... ... ... ... ... ... ... ... ...... ... ... ... ... 14

3.2. Difficulties in translation of advertising ... ... ... ... ... ... ... ... ....... ... ... ... 15-18

3.3. Purpose of advertising the title ... ... ... ... ... ... .. ... ... ... ... ... ... ... ... ... .. 18-19  

Conclusion ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...... 20-21

Bibliography ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... .22

Applications ... ... ... ... ... ... ... ... ... ... ..... ... ... ... .. ... ... ... ... ... ... ... ... ... ... 23-24

   
 
 
 
 
 
 
 

INTRODUCTION

    This work is devoted to the translation in the modern world. The aim of this work: see the kinds of translation in the modern world.

    Objectives: 1) get acquainted with the concept of translation in the modern world and its species, to consider the types of translation, and 2) to consider the pros and cons of translating a computer program Promt Giant on a specific example, and 3) examine the features of translation of advertising texts.

    Relevance of the topic lies in the fact that the translation in its development went through several stages, but currently preferred informative translation, which features individually-author's style is not so important. Also with the development of information technology emerged computer programs to simplify the translation, we need to know the advantages and disadvantages of this type of translation. All these changes are related to advertising texts, which in its significance beyond a high place.

    Among the many challenges that examines modern linguistics, occupies an important place to study linguistic aspects of cross-language speech activity, which is called the "transfer" or "translational activity.

    From the outset, translation fulfills an important social function, making it possible to cross-language communication between people. Distribution of translation open to people greater access to the cultural achievements of other nations, made possible the interaction and mutual enrichment of cultures and literatures.

    Translation - is a complex multifaceted phenomenon, some aspects of which may be the subject of research of different sciences. As part of translation studies, psychological, literary, ethnographic and other parties of translation, as well as the history of translation in a particular country or countries.

    Known perevodoved AD Schweitzer defines translation as: "One-way and two-phase process and intercultural communication, which focused on the exposed (" translation ") analysis of the primary text creates a secondary text (metatext), which replaces the primary in another language and culture environment; process characterized by the installation of the transmission of the communicative effect of the primary text, partly modifiable differences between the two languages, two cultures and two communication situations.

    XXI century poses new challenges in the information space of humanity. Thanks to the media the role of translation in human life has increased steadily. Today, translation links cover almost all spheres of human activity. Movement of information flows does not know any borders, neither time nor space. Infinite variety of the modern world is transferred using the media in perceptions and interpretations of numerous members of the international information process - reporters, correspondents, commentators, cameramen. Therefore, the growing importance of translation activities, and together they raised and translation problems. Aggravation of language problems necessitates the search for new solutions. If the earlier translation activity was considered only in connection with the translation of fiction, but today more and more important - and the volume and social importance - are engaged in translation of texts of special character - information, economic, legal, technical and advertising.

   
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER 1: THE PROCESS OF TRANSLATION IN THE MODERN WORLD. 

1.1. Value transfer 

    Translation - is a complex multifaceted phenomenon, some aspects of which may be the subject of research of different sciences. As part of translation studies, psychological, literary, ethnographic and other parties of translation, as well as the history of translation in a particular country or countries. Depending on the subject of the study "may provide a psychological theory of translation (translation of psychology), literary translation studies (theory of artistic or literary translation), ethnographic translation, history of translation", etc. The leading place in the modern translation studies belongs to the linguistic translation studies (linguistics, translation), the student of translation as a linguistic phenomenon. Certain kinds of translation complement each other, striving for a comprehensive description of the translation work.

    Currently, the main function of the translation informative or communicative, so translation is a means to provide an opportunity to communicate (communication) between people speaking different languages. Therefore, for the theory of translation is currently of particular importance are data communicative linguistics about the features of verbal communication, the specifics of the direct and indirect speech acts, the relationship between expressed and implied meaning in the utterance and the text, the influence of context and situation of communication in understanding the text, other factors determining communicative behavior.

    Translation in its development went through several stages of a translation and a literal (it mainly affected the translation of the Bible), was also the period when the authors in the translation of the original gets a new product, in the present time individual-author's style is not so significant. It is known that the complete identity between the original and the translation is not possible. Linguistic identity of any text, focus its content on a particular language community, which has only its specific "background" knowledge and cultural and historical features, can not be with absolute completeness "recreated" in another language. Lack of identity does not prevent transfer to perform the same communicative functions to perform which was created the original text.

    Currently, when translating the authors often use realities ("designated for domestic and specific words and phrases that have no equivalent in the home, and, consequently, in the languages ​​of other countries), especially when translating from the Brazilian, Spanish and other languages, the culture of peoples which we still do not know the full extent. For example, while translating the book of Portuguese writer Jorge Amado, the translator uses the realities, but in the end product gives the explanation: for example, "Craftsmen do have ridges, rings, glasses for Cachaca and more" .- Cachaca - vodka made from sugar cane; behind him came from afar to be invited to the christening, wedding or velorio: nobody better than him could not think of toast in honor of the newlyweds, or tell the story of the night vigil, which would make cry or laugh, even the dead .- Velorio - night vigil by the coffin. "

    There may also be confusion in the reader when reading the works, where importance is a measure of weight and monetary units

     Unusual system of measures to ¬ example Russian or English, we often replace the international metric system. And if Arshins, feet, inches, pints, gallons, etc. are used only for flavor, do not contain the translation for the reader a clear quantitative notation, the reader is not pre ¬ set itself the true values ​​of what is described. It can all be converted into meters and kilograms, ie, in the conventional metric system, of course, only if the total - a definite length or weight - has to work as a whole more important than special, flavor. Currency, it should be always running ¬ tionally one that in the original, since it is characteristic of a particular country, and U.S. Dollars, used in the translation from any language into Russian, would shift the action in Russia. The largest, which may decide the translator to make the text more accessible pony ¬ mania - is replaced by the less well-known monetary unit ¬ boundary of the more famous example, instead of the English crown to write "five shillings, instead of guineas, and with ¬ Verena say" pound " instead of ten louis - "two hundred francs, and in translation from Russian to replace three black ¬ Vontz" thirty rubles.  

1.2. Art of Translation 

    The art of perception of reality is a prerequisite of creative translation, because due to the incommensurability of linguistic material under ¬  Linnik and translation between them can not be semantic identity in the expression and, consequently, linguistically correct translation is impossible, and can only be interpreted. It often happens that the native language interpreter can not speak so well and has many meanings, as the script language, a translator at the same time have to choose one of the more narrow the semantic units, re ¬ gives only part of the meaning, and this also needs to know the reality behind the text.

    Small enough detail that the reader noticed that the reading of the product ¬ transplanted to alien soil, just as the slightest embarrassment actor enough to remind the viewer that the characters on stage only represent, and destroy the immediacy of his perceptions. Therefore, translations and criticism is often reduced to small cavils and revealing, especially deficiencies of the translation work.

    Modern translation theory strongly emphasizes the need to preserve national and historical specificity of the original. And if the national specificity in itself is historical, the features of the era did not always appear as part ¬ Nye of national identity: there are historical events, international by its very nature, such as courtly culture of feudalism, which requires an interpreter from the transfer of historical realities (costume, weapons ), especially of etiquette and psychological traits. The difficulty for the translator in the transmission of historical and national color arises from the fact that here it is not certain, particularly subtle, evolved in the context of the elements, and quality, to some extent inherent in all components of the work: linguistic material, form and content.

    Literary work historically conditioned and, therefore, uniquely, between the original and the translation may not be the identity (as between the two duplicates, or between original and copy), so it is impossible to keep all the specificity of the original. Such a task would almost bordered with the requirement of verbatim ¬ sion, naturalistic copying of social, historical and local dialects in the verses would lead to a formalistic following of the original metric, and theoretically would be equal to the thesis of untranslatable works. 

    1.3. The ratio of translation to the original 

     The ratio of translation to the original, yet not something that the ratio of reflection to the object (of art to reality, self-variations on a theme - to its particular literary prototype), there is no place in the translation of the artistic re-creation of typical features of the original speculation, it would lead in practice to osovremenivaniyu and localization, and in theory - the thesis that the translation could be better than the original. The ratio between the original and translation - is the relationship between the product ¬ deniem and its performance in a different material, and the constant is the implementation of other materials of the content and format of the original, and specificity of this unity in the minds of sus ¬ neem, ie, easier speaking, the final impression, the impact on the reader, the original form and not in the translation to preserve the mechanical, we can only reproduce ¬ known for her sensual and aesthetic value to readers ¬ Telja; in the region of interest, this means that ¬ is impossible, you can save all the elements in the translation of the original containing historical and national specifics, but it certainly should cause the reader an impression, an illusion of historical and national media.

       
 
 
 
 
 

    CHAPTER 2: TRANSLATION OF THE TEXT USING THE PROGRAM PROMT GIANT. 

    2.1. Source 

    Currently, there are many computer programs that allow us to translate using a computer, on the one hand, facilitates the work of an interpreter, so no need to look in the dictionary of unfamiliar words, but on the other hand, this translation can not be considered definitive, since the transfer of computer programs allow a lot of mistakes. After all, even a professional translator in the translation refers not to the same dictionary for the selection of the desired equivalent. In search of a translation option translator again and again refers to units of Linguistics in the original, looking in the dictionary of their values, and simultaneously trying to, you can not be used for translation into one of the options offered in a bilingual dictionary. Sometimes, the interpreter finds that available in the dictionary translation can be directly used for translation of the text, and the problem reduces to selecting the right word correspondence. However, most often the interpreter does not find in a dictionary of such an option which satisfies the specific context. In this case, the translator finds it appropriate unit of AEs, comparing the vocabulary options, determining the general meaning of the translated word and applying it to the conditions of context. Assume that the translator translates into Russian the following English phrase: «The United States worked out a formula which later came to be known as dollar diplomacy.» BARS offers four translation of the word formula: «Formula", "recipe", "dogma" and "template", none of which can not be directly transferred to the translation of that statement. But the translator can still use the vocabulary options, and eventually he obtained the following translation: "The United States worked out a political program, which then became known as" dollar diplomacy. "

    A computer program often give only one option to translate the words, which leads to an incorrect translation.

    We consider the translation of technical text, the program Promt Giant, and to draw conclusions about what the error is most often admitted in translation.

    For example, take the text from the book «A handbook of computer based training», authors Christopher Dean and Quentin Whitlock.

    Computer manufacture

    There are two overall stages in the manufacture of computers, namely original equipment manufacturer, and the design and assembly of complete computer systems.

    Integrated circuits are designed and developed by electronics engineers, and fabricated by highly skilled workers using sophisticated equipment. Computers are used in the design, manufacture and testing of these circuits.

    The complete process of designing and constructing a computer is extremely complex, and involves the work of a number of people. The stages are generally as described in the following sections.

    Most computer manufactures have a research department, investigating new computer architectures, new hardware devices, new software technics and new computer applications. Scientists, research engineers and technicians, as well as highly skilled software engineers are among the staff of these departments. A more detailed discussion of computing researches to be found in Section 32.5.

    The overall design of a new computer, or series of computers, Is in the hands of computer architects. Modern computers are designed from both hardware and the software point of view. Accordingly, systems programmers, who write the systems software for the computer, are also involved in the design process.

    Highly skilled production workers are responsible for the various stages of construction and assembly of units. Production lines are not used. Generally, a team of workers is assigned to take a unit through all stages of construction and exhaustive testing.

    One of the highest paid job in computing is that of computer salesman. Salesmen operate in an intensely competitive environment, where their level of pay depends to some extent on their sales figures. A process of sailing a large computer system can take several months.

    Field engineers are responsible for the installation and commissioning of new computer units, and the maintenance and repair of systems in operation. With many computers running 24 hours a day, this type of work often involves calls at unsocial hours.  

    2.2. Translation software Promt Gigant 

    Computer manufacturer

    There are two full stages in the manufacture of computers, namely, OEMs, and the project and listening (unit) complete computer systems.

    Integrated circuits are designed (are) designed and developed by electronics engineers and fabricated by highly skilled workers using sophisticated (sophisticated) equipment. Computers are used in the design, manufacture and testing of these circuits.

    The complete process of designing and building a computer is extremely complex, and involves the work of several people. Stage generally as described in the following sections.

    Most computer manufactures have a research department, exploring new computer architectures, new hardware devices, new software methods and new computer applications. Scientists, research engineers and technicians, as well as highly skilled software engineers - among the staff of these departments. A more detailed discussion of computing research that will be found in Section 3 2.5.

    A complete draft of a new computer, or series of computers in the hands of computer architects. Modern computers are designed (intended), from both hardware and software point of view. Accordingly, the systems programmers who write software for computer systems, are also included in the design process.

    Highly skilled industrial workers are responsible for different stages of construction and transmission (block) modules. Flow lines are not used. Generally, a group of workers assigned to take the module through all stages of design and exhaustive testing.

    One of the highest paid job in computing - that of a computer salesman. Vendors are working in a highly competitive environment where their level of payment depends to some extent on their sales numbers (figures). The process of saling large computer system may take several months.

     Adjusters are responsible for installation and commissioning of new computer modules, and maintenance and repair systems in operation. With many computers running 24 hours a day, this type of work often includes calls at non-social hours.  

    2.3. Edited translation 

    Computer manufacturer

    There are two finished the stage in the manufacture of computers, namely, OEMs, and design and build complete computer systems.

    Integrated circuits are designed and developed by electronic engineers and fabricated by highly skilled workers using sophisticated equipment. Computers are used in the design, manufacture and testing of these circuits.

    The full process of designing and constructing a computer fully integrated and includes the work of several people. Stage described in detail in the following sections.

    Most computer manufactures have a research department, researching new computer architectures, new hardware devices, new software methods and new computer applications. The staff of the Department of scientists, engineers, researchers and technicians, as well as highly skilled software engineers. A more detailed discussion of the research will be described in paragraph 3 of 2.5.

    A complete draft of a new computer (or several computers) is in the hands of developers of computer architectures. Modern computers are designed in accordance with the hardware and software features. Accordingly, system programmers writing system software for the computer, are also involved in the project.

    Highly skilled workers are responsible for the various stages of production and assembly sites. Flow lines are not used. Basically, a group of workers conducting the module through all stages of assembly and exhaustive testing.

    One of the most highly paid work in the computer industry - retailer of computers. Vendors are working in conditions of fierce competition, where their level of earnings depends to some extent on their sales abilities. The process of selling large computer systems may take several months.

    Specialists are responsible for the operation of the installation and commissioning of new computer nodes, and the maintenance and repair of systems in action. With many computers working around the clock, this activity often requires working overtime.  

    2.4. Analysis of the text translated using the program Promt Gigant 

    When working with this software product were found following error in the translation of the text. Lexical analysis of the text showed that PROMT for the most part adequately takes the simple parts of speech, but admits mistakes in translating the cases, accessories adjectives, speech speed, constructing sentences.

    The disadvantage is the inaccuracy of an interpreter translating words with multiple meanings. For a more adequate translation in the future may offer more in-depth heuristic analysis of the grammatical construction of the proposal to improve the translation quality of different parts of speech and grammatical characteristics, as well as eliminate the conflict of dictionaries in the translation of specialized texts.

    Grammatical text analysis showed that the electronic translator copes with the translation of words in the plural and singular, but there is some difficulty in transferring cases and production of verbs in the correct number. This is due to different interpretation of cases in Russian and English languages: in Russian - in the end, in English - after prepositions.

    Main material is detailed in Appendix №  1  

    Chapter 3: Advertising texts and their translations. 

    3.1. The meaning and function of advertising 

    As we know, market conditions have caused the accelerated development of advertising as a social institution and the professional activities of hundreds of thousands of people in our country. From dilettante trade offer advertising turns into a sophisticated mechanism for influencing the consumer. Modern media have fueled the spread of international promotional activities. Today, translation of advertising has become not only necessary but also a daily occurrence of life of the world community. In this case, knowledge of the theoretical foundations of the process are not only required, but also guarantee the quality of translation.

    Translation of advertising texts, in contrast to the translation of fiction in which the interpreter must convey artistic and aesthetic qualities of the original, is somewhat different in form, language tools, as well as a pronounced communicative orientation. In the process of translating these texts, the translator has to decide as a purely linguistic, linguistic problems arising from differences in semantic structure and features of using two languages ​​in the process of communication and sociolinguistic problems of adaptation of the text.

    The translator must often seek special funds for the transfer of semantic and stylistic components of the original. In this case reached the pragmatic equivalence between the original and translation, which determines the communicative effect of advertising. We are interested in the communicative function of the translation of advertising texts, rather than artistic and informative.

    In this study, the research process of advertising texts, we assume that the target audience speaks a different language, but also has other specific features of the sociocultural environment. In this context, pragmatic adaptation - it changes to a translator in the translated text in order to achieve the desired response from the audience, in other words, it should be properly convey the basic communicative function of the original.  

    3.2. Difficulties in translation of advertising texts 

    The translators of advertising texts are faced with considerable difficulties in the transfer of pragmatic capacity of the original. In particular, it relates to the transfer in the ad text, facts and events connected with the culture of the people, the different national traditions and the names of dishes, details of clothing, etc.

    AD Schweitzer wrote that the interpreter must pass a pragmatic aspect of the contents of the source text by forwarding it to the recipient foreign language "in view of the reaction, which causes the text, accurately conveys the denotative and connotative components of the content of the original statements from foreign-language readers. Thus there is a pragmatic adaptation of the original text, ie certain amendments to the socio-cultural, psychological and other differences between recipients of the original and the translated text. " In practice, it is the sociolinguistic factors become decisive in translating advertisements into another language.

    Today's realities make us more attentive to the translation of advertising texts, and also in terms of their psychological impact on the mass audience. Ad text should contain clear evidence, they must be exhaustively described so accurately understood. When translating advertising texts translator must take into account: the aim of the text, the character of the consumer, the quality of the text of the original language, cultural and individual features of the language in the cultural aspect of the consumer and much more. Translation of advertising texts can be defined as close to "adequate." This type of translation due to practical necessity. This approach requires a good knowledge of the translator object, referred to in the original, I wanted to tell the author of the advertising text, ie communicative intention of advertising text. Translation of advertising text for changes in verbal form should be, however, accurately conveys the meaning.

    Continuing to talk about the role of translation in the modern world can not remain silent on the global advertising as well as text ads, there are some types of advertising, which, as is standard for the world, universally used phrase or stereotypes in order to maintain the feeling associated with the feature of the advertised product. In addition, for ease of reading a foreign language, there are graphic icons that can also be classified as advertising texts, since they carry with them certain information. The icons can also be the subject of much research because they are often visually complement the ad text, and often help the translator to find the necessary language tools.

    To attract the attention of advertising sometimes uses the text of a foreign language. Using words from another language violates the grammar rules the reader and, therefore, attracts attention and becomes part of the "visual design" along with color and image. But the foreign text can also cause a breakdown in communication, if the words are not clear, in this case the problem of the translator to use all the knowledge of the theoretical basis of translation for the transfer of the communicative functions of the original.

    Thematic analysis of advertising shows that the most frequently advertised goods are items of cosmetics and perfumery, food and pharmaceuticals, household appliances, clothes, cars. We can say that this concept is universal set for the advertising market in any country. However, despite the overall process of globalization of the advertising market, advertising kulturospetsifichna thematic structure: the content of advertising in each country is characterized by a number of notable differences, reflecting the peculiarities of social development in this particular kulturolingvisticheskom range. One illustration of this provision may be gradual removal from the market of Western advertising of alcohol and tobacco as harmful to health products.

    In Russia, most advertisers - the foreign company. And many long-standing problem of translation of the original phrase and its adaptation in the Russian language. The reason here is obvious, in typological differences between English and Russian languages. As is well known "English - the language of analytical. Russian - a synthetic "This means that the meaning of the phrase, which in English is expressed through changes in formal characteristics of words in Russian is transmitted through a combination of several meanings of words. When translating English advertising texts, in some cases, Russian translator does not translate the text and give it "semantic equivalence". For example,

    «Maybe she's born with it,

    Maybe it's Maybelline » 

    Everyone is impressed by you,

    And you - from "Meybellin"

    Text ad campaign whiskey Johnnie Walker »- taste life» in English in a literal translation sounded like - "Try the taste of life", the Russian language has been translated as - "Live to be something to remember." This is a typical example of a pragmatic adaptation of the text.

    Advertising of cosmetics and perfumes for women, in most cases is characterized by a refined style, full of specific phrases and other means of expression that makes the text very special sound, a unique tone of voice, even if it comes to advertising in the press, for example:

    «Inside this jar you'll find a radiantly glowing skin,

    naturally-blushed cheeks, wondrous eyes and color-kissed

    lips. Suddenly your skin has a radiant sun-kissed glow ».

    or: «The infinite, endless, limitless possibilities of lips and

    nails. With Evette. Loads of colors for luscious lips.

    Nearly as many for mails.

    Such a huge choice - and such a small coast.

    Means you can afford to try them all.

    Be different daily. Be dreamy or dramatic.

    Experiment, but still economize.

    Be bold and be beautiful - but don't break the bank.

    That's a special mouth and fingertip. From Evette

    Evette. That's the beauty of Woolworth. » 

    In the Russian-speaking environment often successfully, there are those untranslatable slogan that contain the words the minimal vocabulary of foreign words, an ordinary high school student. This factor is largely due to successful implementation in the Russian market of foreign language untranslatable slogans such as: Sports company Nike - Just do it. Company Sony - It's a Sony

    Company Panasonic - ... from Panasonic. Advertising Campaign vodka Absolut - Absolut Moscow, Absolut autumn, Absolut spring.

    As already mentioned, the effectiveness of advertising text depends on the successful connection of all its components: image, sound, image, verbal fabric. However, researchers have noted the paramount importance is the verbal component of advertising - verbal text. «In fact the language of ads is sometimes more important than the visual aspect», - writes British author Gillian Dyer Indeed, the importance of verbal language for advertising is extremely important: it is only through a verbal text of the key advertising idea gets its actual implementation, in other words, begins "work". For example, the meaning of the stunt with a cow escaping from a picnic in television commercials ketchup «Heinz» becomes clear only when a label "80% of all cows are eaten with ketchup" Heinz ". The set of such examples, and for Russian television advertising. For example, the image of a hedgehog and underneath the text "We will soon open our hearts!".

     

    3.3. Purpose of advertising header 

    The purpose of advertising the title is to attract the audience's attention and arouse interest in the advertised product or service. Ad header must contain the advertising appeal and the main advertising argument, which later developed mainly advertising text. (See Appendix № 2)

    The subject of advertising also has a significant influence on the style of the advertising text, which, in particular, notes the author of the book Advertising as Communication, Gillian Dyer: "The Language (of advertising) for fashions is often tactile and caressing and uses adjectives of touch, shape and physical comfort . The intention is to invest the product with meaning by tone, rhythm and association "

    Advertising text tries to convey the properties advertised product, such as using the images and using language, such as the style of advertising of expensive perfume, usually refined and expressive:

    «'M' is for moments you'll never forget?

    For days marvelous with flowers and laughter.

    For nights magical with means and old promises.

    'M' Fragrances by Henry C. Miner.

    It's Magic; » 

    A style of advertising a product known as Tea Earl Grey - create a unique atmosphere of refined comfort:

    Earl Grey Tea

    Reminiscent of the warm nature

    Scents of a far-away summer evening

    With a tantalizing taste and delicately

    Scented in a secret way described by

    A Chinese mandarin many years ago.

    Much to the satisfaction of its many

    Admirers Twinings share the secret.

    At is most refreshing served

    Straight with only a sliver of lemon.

    In this regard, there are advertising texts, including elements mezhdometnogo, zvukopodrazhaemogo character:

    Lemonade "Merinda": Merinda a - a - a - a ....

    M - M - M - M "Danone"

    For many practitioners of advertising text of a foreign language is only a means to understand the idea of ​​an advertised product, the very same text is often written anew in the language of the consumer with regard to its national circumstances. In cases where exact translation is for any reason undesirable, "the translator uses an approximation within the meaning of phrases that must take into account traditional ethnic, national and social characteristics, patterns of behavior of a specific audience, which designed products designated in the ad text.

    Explorer of the creative process of translation A. Lilac, considers translation of advertising texts as "art on the linguistic level, whereas the translation of literary texts as works related to artistic and imaginative thinking." 
 

    Conclusion 

    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.

      
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

    Bibliography 

Advertising texts and their translations