Victoria Kovalchuk
Master Student in Philology, State Institution “South Ukrainian National Pedagogical University named after K. D. Ushynsky”,
Odesa, Ukraine
e-mail: beamlighttt@gmail.com
ORCID ID: https://orcid.org/0000–0002–8665–1028
DOI: https://doi.org/10.24195/2616-5317-2020-31-14
Vladyslava Akkurt
Candidate of Philology, Senior Lecturer at the Department of Translation and Theoretical and Applied Linguistics, State Institution “South Ukrainian National Pedagogical University named after K. D. Ushynsky”,
Odesa, Ukraine
e-mail: Akkurt.VY@pdpu.edu.ua
ORCID ID: https://orcid.org/0000–0003–3542–3428
Key words: psycholinguistics,
persuasion strategy, beauty industry, translation strategies, tactics, devices.
The article is dedicated to the problem of the interdisciplinary character which is also urgent for psycholinguistics and translation studies. In the focus of the analysis there are linguistic means of representing persuasion strategy in English advertising texts in beauty-industry and the key translation strategies, tactics and devices. It has been concluded that the dominant ones are the strategy of re-addressing and of tertiary translation, while the most widely occurred tactics are the tactic of rendering relevant information, the tactic correct presentation and the tactic of linguistic and cultural adaptation. The analysis of the translation devices has revealed the predominance of such simple devices as transplantation, transcoding, different types of replacements (contextual replacement, concretization, functional replacement). On the level of complex translation transformations there has been resumed that the most widely used are descriptive translation, antonymous translation and the technique of semantic development. The research is perspective and its findings may be employed as a means of translation optimization in the field of beauty industry.
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