LEXICO-SEMANTIC ASPECT OF THE TRANSLATION OF ENGLISH ADVERTISING SLOGANS INTO THE UKRAINIAN LANGUAGE

Abstract

The article focuses on the linguistic research of peculiarities of translation of English advertising slogans into Ukrainian. The slogans of English advertising discourse and their Ukrainian translations have been used as the research materials. The article outlines the problem of the translation of slogans at the lexical-semantic level of language system functioning. The main strategies of the translation of advertising slogans have been identified during the analysis. The article provides the analysis of language of advertising from linguistic point of view and specifies linguistic means used in advertising texts. The article brings knowledge about the use of linguistic devices in advertising slogans. The basic lexical-semantic groups of nouns, verbs, adverbs, adjectives and pronouns, used in the construction of advertising slogans have been identified. It has been established that the lexemes of the advertising slogans of the original language belong to the lexical-semantic fields «Cosmetics» and «Influence». The basic strategies of translation, used to render the slogans from English into Ukrainian, have been defined. The most common translation transformations that are used at the lexical-semantic level of the language system during the translation of slogans have been found out. Discursive, pragmatic and statistical methods are applied to the study of the peculiarities of translation of English advertising slogans.