Translation techniques for lexical and phonetic expressive means in advertising texts

Abstract

The article is devoted to the topical issue of the peculiarities of translating English-language advertising texts, namely their lexical and phonetic expressive means. Implementing an expressive advertising plan affects perception's dynamics, quality, and selectivity. It has been proven that the expressive method of the text contributes to achieving the pragmatic goal of changing the addressee's consciousness and behavior and encouraging them to take specific actions. The article analyzes the main definitions of the concept of "advertising text," based on which a generalized definition is given – a special form of content created with high persuasiveness and a clear focus on commercial goals aimed at a certain audience to achieve marketing goals. It is noted that the advertising text is a tool of advertising communication, which is characterized by a high level of expressiveness, which has become a fundamental prerequisite for the pragmatic-communicative existence of this type of text. The degree of implementation of communicative, pragmatic, and aesthetic functions of advertising texts depends on it. At the phonetic level, the creators of advertising texts most often use various repetitions, which can be both sound and lexical. During the analysis, the following lexical-phonetic means of expression were revealed: alliteration, epiphora, anaphora, rhyme, metaphor, simile, personification, and hyperbole. Among the lexical transformations often found in the translation of lexical means of expression, we single out differentiation, concretization, generalization, semantic development, and compensation. Anaphora is most often conveyed by equivalent or variant correspondences. When translating a rhyming advertising text, it is advisable to preserve the rhyme by creating a new text that necessarily conveys the original style and content. During translation, there is no need to save alliteration because it is more characteristic of the English language and often does not coincide with the rules of the Ukrainian language.