TRANSLATING THE CULTURALLY-MARKED CONCEPTS IN THE ADVERTISEMENTS
Journal Title: Науковий вісник Дрогобицького державного педагогічного університету імені Івана Франка. Серія: Філологічні науки (мовознавство) - Year 2018, Vol 10, Issue
Abstract
The present paper is aimed at one of the most challenging tasks of the translator to retain culturally-marked concepts in rendering the contemporary English advertisements into Ukrainian. Translation studies are a complex phenomemon as it is an interdisciplinary science, primarily connected with culture. And culture is the total life way of people, the social legacy the individual acquires from his/her social stratum. The concept 'culture' addresses three salient categories of human activity: the 'personal,' whereby we as individuals think and function as such; the 'collective,' whereby we function in a social context; and the 'expressive,' whereby society expresses itself. The end-goal of of the given research is to reveal the etymology of some loans in Ukrainian and the way of their ‘transplantating’ due to the contemporary correlation of the cultures of the societies. We have selected a number of English loans at different stages of their localization in the Ukrainian language from advertisements in various types of mass media. Localization is defined as adapting a product or service into the language countrywide to account for the difference in the language and the culture as well. Any degree of cultural transposition involves the choice of features indigenous to the TL and the target culture in preference to features with their roots in the source culture. The result is to minimize ‘foreign’ (that is, SL-specific) features in the TT, thereby to some extent naturalizing it into the TL and its cultural setting. Contemporary English loans first come as exotisms into the Ukrainian discourse together with new concepts or objects as exotisms and undergo mainly transcription. Primarily the area of their usage is limited either by a professional community or a social dialect, due to the developmemt of the industry, service or market expansion the borrowiпgs come into the national wordstock though much depends upon the development of the Ukrainian Standard Language.
Authors and Affiliations
V. V. Mykhaylenko
Keywords
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