A COMMUNICATIVE AND PRAGMATIC APPROACH TO TRANSLATING ENGLISH-LANGUAGE BLENDING UNITS INTO UKRAINIAN

Abstract

The article examines the translation principles of occasional English-language blending units into Ukrainian, analyzes the methods and techniques of their translation within the framework of mass media discourse. Blending is one of the most productive and unusual ways of creating new words for today. One of the causes witch gives the birth to blends is the extralingual factors that determine the discursive affiliation of such linguistic units. The sphere that actively uses blends as a stylistically marked, expressive, yet concise lexical means is the media discourse. However, today, despite the fact that the English-language media and English language generally have a great influence on the world languages, in particular Ukrainian, the majority of recipients of information transmitted by various forms of the Ukrainian media do not understand transliterated blend units, but only in cases of giving names to companies, brands, goods, etc., so similar telescopic hybrid lexical units tend to the structures typical for synthetic forms of Ukrainian language. Consideration of the blending phenomenon in the framework of the communicative-pragmatic approach allows us to take into account all the components of the communicative act, namely: the intentions of the participants, channels of communication, national cultural values, stylistic colouring and the functional and semantic features of lexical material, that provide an opportunity for an adequate translation taking into account all pragmatic goals, which are put by the authors of blends within a given context. The research proves that in some time the use of blend units will become common and very effective in Ukrainian-language discourses of mass media, advertising, marketing, etc.