The problem of gender marked lexis IN ENGLISH ADVERTISING TEXTS AND PECULIARITIES OF ITS TRANSLATION

Abstract

The article deals with the problem of gender marked lexis which greatly affects the consumer and forms new stereotypes of social behavior and values. In recent years, a considerable volume of academic literature and researches in the field of translation are being focused on the concept of gender in translation. Gender is usually regarded as the range of characteristics pertaining to, and differentiating between, masculinity and femininity. Depending on the context, these characteristics may include biological sex, sex-based social structures (including gender roles and other social roles), or gender identity. Whereas most of researches done regarding gender in translation have dealt specifically with the issue of the translators’ gender identity and its effect on their translations, the main focus of current article is on how gender manifests itself in grammatical and social systems of language, used in advertising text.
The paragraphs clarify the problems translators encounter when translating gender-related advertisements. The ways of rendering gender-marked lexis in the texts of advertisement are studied and the most efficient ways of rendering them into Ukrainian are analyzed. The analysis was done taking into consideration genre characteristics of media-texts and their potential addressee. Among the most productive ways of rendering gender-marked lexis the authors point out faithful (appropriate) translation, adaptation, borrowing, transposition and absence of translation.