DIFFICULTIES AND SPECIFICS OF TRANSMISSION OF THE CONTENT OF ITALIAN ADVERTISING SLOGANS INTO THE UKRAINIAN LANGUAGE
Abstract
Advertising reincarnates into the phenomenon of human culture, going beyond the simple economy. Today, advertising is becoming a separate part of postmodern art with a new ideological vision of the world, the surrounding reality and the goods that people need in one way or another. It remains important to transmit the content of advertising text from one language to another, taking into account cultural, social and other characteristics. The purpose of the article is a comprehensive study of the specifics of the transmission of the content of Italian advertising slogans in Ukrainian. Research methods. The article uses the method of analysis and synthesis, generalization, induction and deduction to identify features in the translation of slogans from Italian into Ukrainian; system method is used to establish links between translations of advertising slogans in different languages; comparison is used to identify common and distinctive features between the original slogan and the translation slogan. The main results of the study. Advertising slogans are almost never translated literally, because we lose the identity and uniqueness. In order to best transfer the main content, experts use phonetic, stylistic, grammatical, lexical transformations, namely: transcoding, transliteration, compensation, addition, omission, contextual substitution, decompression, compression, substitutions within one phrase, permutation of text elements. All the above transformations are certainly important when we try to transfer the meaning of a phrase, sentence or the entire text of the Italian language into Ukrainian, because with their help the text is formed at the lexical and semantic levels. Conclusions. Certain difficulties may arise in the process of transmission from one language to another, including Italian and Ukrainian languages. The translator must reproduce the meaning, preserving the features of the product or characteristics that were laid down from the beginning, transfer the same tension, expression and emotionality as in the original text, because the main purpose of advertising text is to attract consumers to purchase goods. Transformations in this case can help to find the right ways to make the content of the translated text original, taking into account a number of cultural, social, religious factors, but at the same time convey the same ideas and opinions as the original text.
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