SYNTACTIC ASPECT OF THE TRANSLATION OF ENGLISH ADVERTISING SLOGANS INTO UKRAINIAN LANGUAGE
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 34, Issue 2
Abstract
The article outlines the problem of the translation of advertising slogans at the syntactic level of language system functioning. Particular attention is paid to the analysis of the structure of the advertising slogan as an independent element of the advertising text. The syntactic structure of advertising slogans is analyzed on the basis of the common classification of sentences in the English and Ukrainian languages. It has been identified that according to the purpose of the statement, the advertising slogans are divided into declarative, interrogative and imperative; according to emotional coloring - into exclamatory and declarative slogans; in relation to the actual reality - into the affirmative and negative advertising slogans; according to the structure of the slogan - into simple and complex slogans; according to normativity of the syntactic structure, there are divided advertising slogans are non-divided slogans; according to the type of the main members of the sentence - for two-member and one-member slogans; according to the presence or absence of secondary members of the sentence in the structure of the advertising slogan – into complete and incomplete advertising slogans; depending on the presence or absence of a subjective / predicate, they are complete and elliptical. It was established that in order to achieve an adequate translation of the slogan at the syntactic level of the language system a translator uses syntactic translation transformations, as the syntactic structure of the English and Ukrainian languages differ. The basic strategies of translation, used to render the slogans from English into Ukrainian, have been defined. One of the most common syntactic translation transformations is a zero transformation (syntactic assimilation). The less common syntactic transformations are: the union of simple sentences, the division of sentences, the permutation.
Authors and Affiliations
N. O. Sunko, K. O. Solohub
Keywords
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