Linguistic features of English advertisement slogans and methods of their translation into the Ukrainian language

Translation of the name of trade mark can seem the least problem question. There are the generally accepted methods of transcription and transliteration of foreign words [1, p. 78]. But it is worth to remember about the phenomenon of foreign homonymy. For example, company Coca-Cola could not find the exact name to the drink in China for a long time. In Chinese transcription the original name sounds as кекукела, that it is approximately possible to translate as an appeal to bite waxen tadpole (кусати воскового головастика). Sorting out more than ten thousand variants for a few years, marketing specialists were stopped for Coca Pricks (Коку Коле), id est happiness into the mouth (щастя у роті).

Having analyzed materials from this theme, it is possible to distinguish the following factors, that influence on the selection of lexical material, that will be used for translating of advertisement texts:

Type of the advertised object.

The products of different types have considerable influence on style of advertisement text and selection of lexical material. Yes, the advertisement of valuables will considerably differ in structure and semantic filling from the advertisement of soap or foodstuffs. Thus, for their advertising such lexical facilities that can underline this feature will be used. For example: XYZ Jewellery: The gift that lasts a lifetime (Подарунок, який триватиме усе життя); De Beers: Simply forever (Просто назавжди) - the protracted term of the use of valuables, that can justify high prices on this type of commodities, is underlined. An unicity is often enough underlined and the value of the advertised object related to it or other its characteristic features. For example: BMW: A unique vision of beauty. Perfection in every detail (Унікальне бачення краси. Досконалість в кожній деталі) - beauty and perfection; Lagan: Adding a piece of art adds value for life (Довершений витвір мистецтва додає вартості до життя) - beauty, value, perfection; BMW: What the wealthy are driving (Це те, на чому їздять багатії) - prestige; Volkswagen: If only everything in life was as reliable as a Volkswagen (Якби все в житті було таке ж надійне, як Volkswagen) - reliability.

Types of influence on a target audience: method of aggressive or soft influence.

At the method of aggressive influence an advertiser calls to the customer directly. Here are not the veiled remarks or hints. There are only a product and suggestion to avail to them. Characteristic for this type will be the use of imperative mood of verbs, use of the name of trade mark in text of report or hint on the direct setting of products. For example: Coca Cola: Have a Coke! (Випий Колу!); Collin's: Be in Collin's, be free!: (Будь у Collin's, будь вільним!); Sprite: Obey your thirst!: (Підкорись своїй спразі!); Ebay: Buy it! Sell it! Love it!: (Купи це! Продай це! Люби це!); Working class beer: Work hard, rest harder!: (Працюй важко,відпочивай на повну); KFC: Taste the adventure! (Спробуй пригоди на смак!).

At the use of method of soft influence an accent is done anymore on the mood of customer, his emotion, sense, than on his persuasion to purchase this product. It is very often impossible to guess, about is it going about without seeing the accompanying image of commodity. For example: Burger King: It'll blow your mind away (Це зведе тебе з розуму) - a hint on unreal taste; Wenny's: We are big on quality (Наші товари високої якості) - the hidden hint on large portions of foods; Utica Club: We drink all we can, the rest we sell (Ми випиваємо все, що зможемо, решту - продаємо) - a hint on a good value: producers would not begin to use a product, if it was bad quality; Microsoft: Your potential. Our passion (Ваші можливості. Наша пристрасть) - shows the personal interest of producer in quality and possibilities that is given by a certain commodity.

Gender aspiration of influence of advertisement text.

Not secret, that every commodity has its target audience. Thus, taking into account certain psychological features of different groups of people will help to create the maximal effect of influence on them. The most difference in the psychological plan of perception of information is presented by men and women. Gathering additional lexical material, advertisers take into account these features. So, for example, men, electing a car, will estimate rather its technical descriptions and the effect that acquisition of certain car will have on their status, self-appraisal and others like that. Women will elect reliability, unconcern, lightness in the use. It is possible to compare advertisement texts for these two groups. Masculine: безпечність, легкість у використанні. Можна порівняти рекламні тексти для цих двох груп. Чоловічі: Buick Regal: Go from driver to pilot with turn of a key (Від водія до пілота одним поворотом ключа) - speed; Lexus: The pursuit of perfection (Прагнення до досконалості) - original appearance, technical descriptions; Cadillac: Take control of the road (Встанови контроль на дорозі) - management. Woman: Volkswagen Touran: Got kids. Got Touran (Є діти? Придбай Touran) - unconcern, space; Honda: Safety for everyone (Безпека для кожного) - unconcern; Skoda: Simply clever (Просто та зрозуміло) - availability in the use.

Also there are certain groups of commodities, created mainly for women (most cosmetics) or for men (alcoholic beverages, cigarettes). A set of lexical material for such target groups, accordingly, will differ. It is possible to compare the examples of advertisement texts with expressed masculine and woman connotation: De of beers jewelry: She already knows you love her. Now everyone else will too (Вона вже знає, що ти любиш її. Нехай і інші дізнаються про це) - an advertisement aimed at a masculine audience, their aspiration to take love to the favourite woman. Jim Beam Beer: Guys never change. Neither do we (Хлопці ніколи не змінюються. Як і ми) - a hint on reliability of taste that changes never. Loreal Paris: Those rock star eyes (Очі, як у рок-зірки) - comparing to character of rock-star, that gives to the women the sense of confidence in herself. Le Rouge: Want to know what's on Gwen's lips? (Ти хочеш знати, що на губах у Гвен?) - the use of lipstick as at a well-known star. Women like to emulate ideal offenses. Chanel: Every woman alive loves Chanel № 5 (Кожна жива жінка любить Chanel № 5) - a hint on verifiability and popularity of this brand.

4) Uses of adjectives.

Advertisement texts must contain plenty of adjectives for creation of bright characters of products in customers mentality. But they can become a stumbling-stone for translator, whereas in English adjectives are with multiple meaning, sometimes it is difficult enough to pick up a correct equivalent during translation. For example: KFC: Extreme skills, extreme taste. Christiano Ronaldo (Виняткові можливості, надзвичайний смак. Кріштіано Рональдо) - in this example we can see the different variants of the same adjective translation. Max Factor: I am eternal (Янезмінна) - this adjective has many meanings - eternal (вічний), immortal (безсмертний), hard (твердий), permanent (постійний). The sentence is unwidespread, thus to pick up an expedient variant is quite difficult. The question is about tonic cream, and it means, that the colour of the skin is identical during all day, that is why there was a neat variant unchanging (незмінний).

Conclusions

Thus the aspects of Englishlanguage advertisement slogans translation are investigated in the article. It is determined that slogans are very mobile and elastic components of advertisement. They are easily tuned under constantly changeable interests of consumers. The variety of types of slogans is explained by plenty of private aims and tasks of advertisement actions, wide set of descriptions of the advertised services and commodities, features of audience to that agitation influence is sent. It is exposed, that with the scope of all problem aspects the process of advertisement slogans translation comes true in accordance with the rules of advertisement communication, and the translated slogans function in new mass-informative space as new communicative units. The basic methods of Englishlanguage advertisement slogans translation into the Ukrainian language are grounded. It is exposed, that translation can not be the absolute analogue of original, but it means that the main task of translator consists in creating of the text, that is maximally close to the original from the point of view of semantics, structure and potential influence on the user of this translation. A basic problem is contained in such aspect, that between the languages of original and translation it is not always possible to find language parallels - semantic and structural analogues: identical models of sentences or word-combinations, complete coincidence of semantic meanings of words and others like that. In such case a translator has to apply corresponding transformations.

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