SYNTACTIC ASPECT OF THE TRANSLATION OF ENGLISH ADVERTISING SLOGANS INTO UKRAINIAN LANGUAGE
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 34, Issue 2
Abstract
The article outlines the problem of the translation of advertising slogans at the syntactic level of language system functioning. Particular attention is paid to the analysis of the structure of the advertising slogan as an independent element of the advertising text. The syntactic structure of advertising slogans is analyzed on the basis of the common classification of sentences in the English and Ukrainian languages. It has been identified that according to the purpose of the statement, the advertising slogans are divided into declarative, interrogative and imperative; according to emotional coloring - into exclamatory and declarative slogans; in relation to the actual reality - into the affirmative and negative advertising slogans; according to the structure of the slogan - into simple and complex slogans; according to normativity of the syntactic structure, there are divided advertising slogans are non-divided slogans; according to the type of the main members of the sentence - for two-member and one-member slogans; according to the presence or absence of secondary members of the sentence in the structure of the advertising slogan – into complete and incomplete advertising slogans; depending on the presence or absence of a subjective / predicate, they are complete and elliptical. It was established that in order to achieve an adequate translation of the slogan at the syntactic level of the language system a translator uses syntactic translation transformations, as the syntactic structure of the English and Ukrainian languages differ. The basic strategies of translation, used to render the slogans from English into Ukrainian, have been defined. One of the most common syntactic translation transformations is a zero transformation (syntactic assimilation). The less common syntactic transformations are: the union of simple sentences, the division of sentences, the permutation.
Authors and Affiliations
N. O. Sunko, K. O. Solohub
Keywords
Related Articles
- EP ID EP639545
- DOI -
- Views 82
- Downloads 0
VERBALIZATION OF THE CHORONYM UKRAINE IN THE LANGUAGE AND NATIONAL WORLDVIEW OF DMYTRO DONTSOV
The subject of the research is the choronym Ukraine on the background of the living conditions of that time, which is possible thanks to the method of linguistic-historical interpretation. The purpose is to study the asp...
TRANSFORMATION OF EMOTIONALITY AND EMOTIVITY EXPRESSION IN HORROR GENRE: LINGVOSEMIOTIC ASPECT
In the context of new multimodal perspective, that is currently being explored by leading scholars in the field of linguistics, there is a statement that all types of information transmission are inalienable for the comm...
FUNCTIONAL-PRAGMATIC, STRUCTURAL AND SEMANTIC FEATURES OF GERMAN FILMS’ NOMINATION. TRANSLATION TECHNICS OF FILMONIMS
The article is dedicated to the linguistic research of German films’ nomination, namely to the analysis of its main specific features. Nominative units (filmonims) are very interesting for studying not only in onomastics...
MEANS OF PSYCHOLOGICAL AND LINGUISTIC MANIPULATION IN PUBLIC SERVICE ADVERTISING OF UKRAINIAN MEDIА DISCOURSE
The article analyzes texts of public service advertising as the least studied type of advertising communication. At the beginning of the article the problem is stated, recent publications and studies are analyzed, the re...
DYNAMICS OF VARIATION IN ACCUSATIVE SINGULAR INANIMATE NOMINAL FORMS IN THE STANDARD-ORIENTED REGIONAL UKRAINIAN OF THE 19TH–21ST CENTURIES
The paper studies the diatopic variation in use of the two forms of inanimate nominal forms in accusative singular for masculine declension in Ukrainian. The variation in question involves two forms: the one coinciding w...