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

Abstract

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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The paper is devoted to the issues of effective organization of training in a foreign community, in particular, the most efficient approaches to prefixal verbs of motion at different stages of training. In the practical course of the Russian language for foreign students, one of the difficult topics is the study of prefixal verbs of motion. The ambiguity of semantic, formal identity of verbs, large quantitative composition of this language group leads to difficulties of studying prefixal verbs and their use in speech. The paper presents the errors from written works of foreign students and gives the analysis of their causes. The paper analyses the possibilities of using various techniques, including the system of training exercises. It considers methodological techniques of dealing with lexical and grammatical units of the studied language at the stages of introducing new educational material, its consolidation and activation in speech, such as the demonstration of a speech model, translation, comment, diagrams, tables, frames, drawings. Besides, the paper highlights the rational combination of systematic performance of training exercises, which lay down a strong language base, and various techniques, which activate the reclusive activity of foreign students, form and develop their speech, help to master such complex and voluminous educational material as prefixal verbs of motion. The provisions set forth in the paper are based on the study of scientific and methodological literature, teaching manuals on Russian language for foreigners, observations in the educational process, as well as personal experience of teaching Russian language to foreign students.

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Publisher

European Publisher

First Online

31.10.2020

Doi

10.15405/epsbs.2020.10.05.310

Online ISSN

2357-1330