Advertising slogans perception peculiarities (on the basis of English slogans translations into Ukrainian and Russian)
Journal Title: Науковий вісник Дрогобицького державного педагогічного університету імені Івана Франка. Серія: Філологічні науки (мовознавство) - Year 2016, Vol 6, Issue
Abstract
The article is dedicated to the specifying of the translation adequacy problem of advertising texts in general and slogans of the commercial advertising in particular. The scientific works regarding the issues of translation of advertising texts have been reviewed and the actuality of the chosen topic has been stated. The main scientific approaches to the defining of the slogan as the language genre of advertising communication have been given. The specifics of functioning of the slogan as the key component of the advertising campaign and the raised requirements for the translation of slogans into national languages have been taken into account. The importance of consideration of the peculiarities of slogans perception by the potential consumers of the advertisements has been proven by the conducted the associative experiment.
Authors and Affiliations
Д. М. Добровольська
Keywords
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