THE STRATEGIES OF ADEQUATE TRANSLATION OF ENGLISH FILM TITLES THAT CONTAIN CULTURALLY SPECIFIC COMPONENTS

Abstract

The article under consideration deals with the analysis of English fi lm title translation peculiarities into Russian and Ukrainian languages in case when they contain culturally specifi c components and verbal representations of background knowledge, such as idioms, proverbs and sayings, professional slang, metaphors and intertextual references. All these components are then viewed as verbal representations of background knowledge possessed by translators as a part of their socio-cultural competence. Therefore, this type of translation calls for special professional skills and tools, as the translators in this occasion are bound by numerous factors: average level of cultural competence in society, marketing strategies, time and even space limitations. Using particular examples of fi lm title adaptations, the author of the article examines three existing translation strategies: word-forword or literal translation, translation transformations and complete change or substitution of title components in target language based on the context. Typical mistakes as well as cases of cultural interference that can occur in the process of such adaptation are also observed in the paper.