Translation in advertising assignment

The choice Of this or that way or translating depends on a lot factors. It can be both the character of the text being translated, and the audience of the consumer of advertising production, psychological features of the translator, and his ‘ her adherence of a certain literary tradition. For many experts in advertising activity the foreign language text serves only as a means for understanding the idea of an advertised product, the text is often written from scratch in the language of the country of the consumer, taking into account its national specificity.

When the exact translation of the text represented is for any reasons undesirable, the translator uses the phrases that are approximate in meaning the phrases should necessarily consider traditional ethnic, national and social features, stereotypes of behavior of a concrete audience at whom the product in the advertising text is directed. If the audience on whom the text of an advertised product is focused is various, translators use exclusively common lexicon that is clear to each native speaker and has wide application in a daily dialogue.

Adage characterizes features Of language of advertising as follows: Advertising language is of course loaded language. Its primary aim is to attract our attention and dispose us favorably towards the product or service on offer. Advertisers use language quite distinctively: there are certainly advantages in making bizarre and controversial statements in unusual ways as well as communicating with people using simple, straightforward language Catching our attention and imagination and aiding memory are perhaps the primary functions of advertising languages: usual or stylish words and short, crisp sentences are easy to repeat and remember.

And our memories re also served by brand names, slogans and catch-phrases, rhythm and rhyme, alliteration, snatches of song and verse and of course endless repetition”. [3, p. 140] As one of the major components of the advertising text is the description of advertised goods or services, attributive combinations that include adverbs and adjectives bear the big functional loading. Some researchers even name the adverbs and adjectives the keywords of the advertising text and pay to them special attention. If you listen to any commercial or glance at advertisements in magazines, you will be subjected to a liberal sprinkling of adverbs and adjectives. There are key parts of speech for advertisers. They are the trigger words because they can stimulate envy, dreams and desires by evoking looks, touch, taste, smell without actually misrepresenting a product”. Adjectives and adverbs help to create that unique tonality of an advertising appeal which allows to transfer qualities and advantages of an advertised subject.