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Kateryna Mulykpdf

Candidate of Pedagogical Sciences, Associate Professor at the Department of Western and Oriental Languages and Methods of their Teaching at the State Institution "South Ukrainian Pedagogical University named after K. D. Ushynsky", Odesa, Ukraine 




Keywords: advertising slogans, commercials, translation strategies, tactics and operations, contrastive analysis.           

The presented article is aimed at elaborating the problem of the peculiarities of translating English advertising slogans into Ukrainian. The corpus of the research was formed on the basis of the advertising slogans widely circulating in the USA. The main objective of the paper consists in defining the basic strategies and tactics of rendering slogans as subtype of commercials with the preservation of the both semantic and pragmatic components. The results of the carried-out research have proved that there exist common strategies and tactics, allowing to perform adequate and faithful translation from the typologically different English language into Ukrainian. The practical value of the research lies in the fact that the conclusions may be applied in the translation activity. 

The urgency of this paper arises from the need for efficient strategies and tactics of translating different types of texts in contemporary translation studies. The object of the work is the translation of advertising slogans viewed in the aspect of its faithfulness and adequacy. The subject are strategies, tactics and operations of translating English advertising slogans into Ukrainian. The immediate tasks of the article have been predetermined by the above-mentioned objective and include respectively: the disclosure of the specifics of slogans in the contrasted languages (English and Ukrainian); the outline of the typologically common strategies, tactics and operations of translating slogans. 

The methodology of this research involved the inductive, the deductive method and the method of contrastive analysis. In the course of the research it has been concluded and experimentally and statistically proved that there exist common strategies, tactics and operations of translating slogans into different languages. It has also been postulated that the pragmatic and the expressive potential of slogans is preserved and rendered in translation. 

The perspective is seen in reviewing this issue in different Rhaeto-Romanic, Germanic and Slavic languages.


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