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Реферат Structure (composition) of advertisements is determined by their purpose and tasks referred to. A very common feature of any advertisement is the advertising claims which possesses certain peculiarities and is of great interest to a translator.

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Тип работы: Реферат. Предмет: Ин. языки. Добавлен: 02.10.2009. Сдан: 2009. Уникальность по antiplagiat.ru: --.

Описание (план):


As it has been mentioned, the first chapter of this work examines the main features and peculiarities of advertisements and ways of their translation. In particular, the following aspects were presented: structure (composition) of advertisements of different types; main features present in different types of advertisements; syntactical features and their functional importance; lexical peculiarities - main vocabulary characteristics; advertisements, ways of translating advertisements focusing especially on difficulties and peculiarities of advertisement translation. The following conclusions were drawn:
Structure (composition) of advertisements is determined by their purpose and tasks referred to. Thus, advertisements may present a solid text of a considerable length or they may consist of a few sentences, phrases or even words. The style of advertisements is dependent upon the purpose of the advertisement. The main stylistic features characteristic of all types of advertisements were presented and it was stated that the advertisements of a logical nature, i.e. in order to be translated properly they must be understood properly; they might be formal; they are always showing various emotions which are traps for a consumer, and they may be precise or vague.
Very often the advertised product may not be named directly but through various was and a thorough reading of the advertised text will help to translate the object advertised in a proper way. Often adjective + noun phrases have either the adjective or the noun used figuratively. This features requires a thorough reading of the advertised text and consulting monolingual dictionaries. In this case the context is of great importance. Advertised titles are also of great interest to a consumer-text translator.
A very common feature of any advertisement is the advertising claims which possesses certain peculiarities and is of great interest to a translator. The claim is a verbal or print part of an advertisement that makes some claim of superiority for the product advertised. Very many of them are misleading to an average consumer and, of course, to a translator. The translator must study both the claim and the text thoroughly and find the hidden meaning of it. Very often the equivalent may be completely different from its original but have the same purpose. Another common feature of advertisements is the use of slogans which are short, laconic phrases that a company uses over in its advertisements. Good slogans are easy to remember and tend to stick in people's minds. Therefore, the translation of slogans must have the same features, i. e. be easy to remember. In some cases the target slogan might differ completely from its source but have the same psychological purpose. The translator must possess a great talent to understand such slogans and convey them in the target text as close as possible. While translating advertisements from different fields of commercial activity (cars, computers, TVs etc.) certain terms have been encountered which do not exist in the target culture so far. Such equivalents may be forwarded by the translator himself/herself only after consulting special reference books or after consulting a specialist in the field.
Certain terms are not difficult but curious for translation requiring a thorough logical thinking. As it is seen from the above-mentioned issues the most important thing in translating advertisements и т.д.................


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