SELF-CORRECTION OF COGNITIVE DISSONANCE OF TRANSLATORS IN BRAND-COMMUNICATION

Abstract

There is considered the dependence of the success of translational activity of specialists in brand-communication on the effect of cognitive dissonance on two levels: on the level of improvement of imaginary models of control attributes and on the level of modification of the program of technical and tactical actions aimed at their realization. It is found that the quickest finding by the translators of high-quality foreign language constructs of a new generalized image of information occurs under the influence of the optimum intensity of cognitive dissonance or if a cognitive consonance is achieved. It is proved that presentation of several alternative variants of foreign-language constructs of a new generalized image during the perception of information enhances cognitive dissonance, while the construction in imagination of such an image from identical foreign-language constructs reduces its intensity.