THE ADVERTISING SLOGAN AS THE MICROTEXT: REPRODUCTION OF THE STYLISTIC DEVICES AND EXPRESSIVE MEANS IN THE TRANSLATION
Journal Title: Наукові записки Національного університету "Острозька академія" Серія "Філологія" - Year 2016, Vol 63, Issue 63
Abstract
The article studies commercial advertising slogans as a special type of the microtext of translation. It focuses on English advertising texts and their translations into ukrainian. It also overviews main linguistic concepts that cover semantics, structure and functions of utterances as advertising slogans, texts and discourses. Scientific approaches to analysis of slogans are outlined, the slogan is defined as the microtext, reuirements for slogans and their characteristic features are found. Among the linguistic features of advertising slogans the focus is on the syntactic organization – syntactic methods and figures. Based on the English slogans the article traces the specific syntactical slogans, particularly in terms of the use of stylistic devices and figures. The material for analysis was taken from the commercial and social English-language slogans and their translation into ukrainian. Among the techniues analyzed and presented there were such figures as syntactic parallelism, repetition, antithesis, pun, segmentation and rhetorical uestions. The research discovered the freuency of use of these techniues and syntactic figures and proved the relevance of syntactic parallelism as one of the key methods of structural organization of the micro slogan. It also pointed to the specificity of repetition and overlap both in structural techniues of syntactic construction of micro slogans and specific language games and antithesis – as the techniues of semantic construction of slogans. It revealed the necessity of using syntactic techniues to create hype and the need for their presentation in the translation. They are the reuired structural and semantic elements and form principles of construction. This approach was illustrated by the translations of advertising slogans.
Authors and Affiliations
Д. М. Добровольська
Keywords
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