STYLISTICS OF ADVERTISING TEXT AS A TRANSLATION TASK (ON CAR ADVERTISING MATERIAL)

N.M. Shutova
2019 Vestnik Udmurtskogo universiteta. Istoriâ i filologiâ  
The paper concerns stylistic parameters of car advertisements in English and the problems of their preservation in Russian translations. Although commercials today quite actively employ non-verbal expressive means, the verbal part in most cases plays a decisive role in the effectiveness of advertising. The choice of car advertisements for the present study was predetermined by extreme popularity of the car market and its special inventiveness in the art of advertising. The paper's objective was
more » ... to define the main stylistic features of car advertisements and slogans - short and striking phrases usually preceding the advertising text itself. Another objective was to single out the most popular stylistic devices and discuss the possible ways of their translation into Russian. The conducted research makes it possible to conclude that epithets, parallel constructions and metaphors are most frequently used to create certain symbolic images. Linguostylistic, lexicographic, situational and comparative analyses were applied to the data processing. The cited advertisements were taken from the websites of the corresponding producers of cars.
doi:10.35634/2412-9534-2019-29-3-461-470 fatcat:tw253ns7vnf6vnwhybe6jltaxq