Zhmayeva N. S., Moskalenko K. A., Yukhymets S. Yu.
Key words: the discourse of commercial advertising, translation, communicatively equivalent translation.
The article is devoted to the specificity of translating advertising texts of the Ukrainian mobile operators into English. The results of the paper discover the application of the strategy of communicatively equivalent translation. As translation tactics the tactic of precise and complete information transfer and the tactic of text localization are revealed. Standardization and unification of the advertising texts both in Ukrainian and English as well as minimal number of culture specific elements are stated.