Translation Strategies Used In Translating Commercials: English-Russian Language Pair


The paper deals with commercials’ translation. The main purpose is to identify the specific characteristics of commercials translation, among which the main one is how they influence the listeners. The commercial can be considered as a text, which is characterized by textual categories of integrity, coherence, completeness, isolation, internal organization, autonomous meaning. In most cases, it is a polycode text consisting of verbal and nonverbal components. We translate video-based texts that represent cognitive, operational, emotional and aesthetic information with the help of certain transformations. It is revealed that the leading position is given to operational information. The unique cultural vocabulary based upon a wide background context is often used in commercials. The proper translation of these units is to be done by taking into account the emotional and aesthetic information conveyed by these words. It is established that one of the possible ways of English adverts translation can be served as a topic and comment research in a sentence structure. It is concluded that the quality of commercials’ translation depends on a topic and sentence structure.

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31 October 2020

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European Publisher



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1st Edition




Sociolinguistics, linguistics, semantics, discourse analysis, translation, interpretation

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Ryabova, M. E., Ilyina, V. A., & Vashunina, I. V. (2020). Translation Strategies Used In Translating Commercials: English-Russian Language Pair. In D. K. Bataev (Ed.), Social and Cultural Transformations in the Context of Modern Globalism» Dedicated to the 80th Anniversary of Turkayev Hassan Vakhitovich, vol 92. European Proceedings of Social and Behavioural Sciences (pp. 2352-2358). European Publisher.