PROBLEMS OF TRANSLATING SLOGANS CONSIDERING THE ASPECT OF CROSSCULTURAL COMMUNICATION

Abstract

The article tackles the problem of finding translation matches in order to render the idea and save the emotional content of the source advertisement text in the target text, thus preserving its preciseness. It also highlights the aspect of cross-cultural communication involved, which requires on part of its participants realizing inevitable cultural differences and overcoming cultural barriers to achieve mutual understanding and respect. With globalization of all spheres of life it is natural to assume that we are becoming part of world web media which will contribute to forming new thought patterns mainly because more and more bilingual people use English as a second language. Now that this tendency is overwhelming, we can look at the problem of translation anew. Effective cross-cultural communication takes place under the condition that all the communicants possess certain similar thought patterns. If communicants have different thought patterns, it can cause misunderstanding and cross-cultural conflict. So, the mediators in cross-cultural communication have to be not only bi-lingual, but also bi-cultural. The effectiveness of cross-cultural communication can be achieved via equivalent thought and speech patterns. With translation of advertisement texts the principle of dynamic equivalence helps to obtain the most adequate translation where the unity of the form and the content is preserved with the help of text adaptation. The target text creates a certain final effect, which determines the set of lexical, grammatical and stylistic units of the translation language with the translator’s imagination. The article also gives examples of translation of advertising texts that were marked as the best at various advertising festivals. The dynamic development of media linguistics contributes to the research in the sphere of translation of advertising texts.