ПРАГМАТИЧНИЙ ТА СОЦІОКУЛЬТУРНИЙ АСПЕКТИ ПЕРЕКЛАДУ РЕКЛАМНИХ ТЕКСТІВ
Journal Title: Проблема семантики слова, речення та тексту - Year 2018, Vol 40, Issue
Abstract
The article studies the special features of the advertising discourse adaptation to a recipient speaking a foreign language taking into account sociocultural and pragmatic aspects of the original. Basic theoretical notions of the translation include the adequacy of translation and the pragmatic adaptation related to it. If the target audience speaks another language, and has other specific features of the sociocultural environment, then the changes made by the translator to the text aiming to reach the necessary reaction by the target audience can be considered pragmatic adaptation, i.e. one should properly render the main communicative function of the original. Advertisement is a special communication form. As a driving force of business, the advertisement has its laws of creation, mechanisms of influencing, ways of linguistic organization, interpretation, and translation. The success of the advertisement tailored for the international market, i.e. for various countries and national groups, directly depends on the accuracy and adequacy of translation. Rendering the pragmatic aspect of the original is important at adapting the advertisement for a recipient speaking a foreign language. Only if the translator finds ways to render notional and stylistic components, simultaneously retaining the expressive impact of the message over the audience, one can state that the pragmatic equivalence between the original and the translation is reached, which actually defines the advertising communicative effect. In the process of translating an advertising text, a translator has to deal with purely linguistic problems caused by the divergence in the semantic structure and thespecifics of two languages use in communication, as well as problems of sociolinguistic adaptation of a text taking into account traditional, national, and social specifics, behaviour stereotypes of a particular target audience. To achieve the pragmatic adequacy, quite often one has to adapt both the notional component of the original text and its form which frequently is a kind of a compromise as it bears in mind sociocultural and psychological specifics of the target audience which is necessary for ensuring the adequate perception of t he translated text by the advertisement consumer.
Authors and Affiliations
Олена Залєснова
Keywords
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