CONVEYING PHONOSTYLISTIC DEVICES IN THE TRANSLATION OF CONTEMPORARY ENGLISH ADVERTISING TEXTS

Abstract

Advertising is an inevitable part of our everyday life. It has social, cultural and economic effects. Plenty of studies have already been conducted in an attempt to measure these effects. The linguistic aspects of advertising are also researched widely but often not taken into account in the process of translation. This article addresses the basic ways to convey commercial adverting phonostylistic devices in translation. Advertisements have gone as far as affecting the language is used in different cultures leading to cognitive efforts from the consumers, as well as changing ones' perception of the reality. The authors focus their attention on felicitous versions of translation, analyse the mistakes and offer their own alternatives to existing translations. The translation quality of the mentioned texts is highlighted in terms of economic and social aspects. Advertisement is definitely one of crucial pedagogical instruments in translators' training. It allows the learner to delve more profoundly on what the ad was trying to communicate and to compare the versions instead of just merely observing them. Three basic translation strategies are concluded to be applied during advertising translation. They are complete transfer, when the target is conveyed in its source text version; substitution, when the translation method shifts form literal to idiomatic; invention, when a completely new text is created. The current literature on this topic has shown that there is still a need for systematic, well-defined, descriptive studies into the translation of advertisements. Changes in translation strategies are often the result of external factors over which the translator often has no control and the focus is no longer on good or bad ad translation, but more on the motivation behind why different strategies are employed. This paper may be quite useful not only for translators, but also for educators and students who deal with translation training.