The Role Of Advertising

The first printed advertisements appeared in newspapers. Nowadays advertising is so popular in the modern world that it is possible to investigate advertising language separately from the newspaper style.
The usage of different means and devices on phonetic, morphological, lexical, syntactical and graphic levels make the advertising style individual. In this term such points were observed: phonetic peculiarities: alliteration, assonance, anaphora, repetition of the sound and rhyme; morphological peculiarities: abbreviation, neologisms, the degrees of comparison of adjectives; lexico-phraseological peculiarities: figures of speech (metaphor, metonymy, epithet, periphrasis and others), polysemantic words, language game, alien words, phraseological units; the domination of the special terminology, neologisms, the syntactic compression, and complex sentences.
The advertising text includes variety of extralinguistic components, neglecting of which will not be possible to translate the advertising text with the great efficiency. A distinctive sign of successful advertisement is harmonious unification of the basic advertising idea with those means of expressiveness which most correspond to the given idea. The object of the translator is to use all knowledge of theoretical bases of translation for transfer of communicative function of the original and to observe such criteria of the advertising text as compactness, laconicism, brevity, accuracy, concreteness. Always it is necessary to remember a main purpose of the advertising text – to draw attention and to raise interest. Because of specificity of advertisement, the text should not be translated literally as in that case it can lose its meaning and force of the influence. Translation of advertising texts is creativity at language level, whereas translation of art texts – the creativity connected with is art-shaped thinking. Process of translation is creative work, and translation of advertisement is doubly creative.