Pragmatic changes in the English-Russian-Ukrainian translation of aviation-related advertising web site slogans and texts

Шурма, Світлана and Гнезділова, Ярослава (2015) Pragmatic changes in the English-Russian-Ukrainian translation of aviation-related advertising web site slogans and texts Матеріали ХІІ Міжнародної науково-технічної конференції "Авіа-2015". 36.74-36.77.

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Abstract

The translation approach to rendering advertising slogans into Russian and Ukrainian is discussed in the article. The choice of translation strategies is based on three principles, singled out by K. Smith: transference, source- or target-language orientation. In pragmatic terms, the most common and effective in preserving the pragmatic potential of the original is literal translation which result in source-oriented translation.

Item Type: Article
Uncontrolled Keywords: translation; pragmatics; advertising slogans and texts; aviation texts
Subjects: Наукові конференції > Міжнародні
Divisions: Institutes > Humanitarian Institute > Chair of Translation
Depositing User: Доцент Світлана Григорівна Шурма
Date Deposited: 11 Dec 2015 09:35
Last Modified: 11 Dec 2015 09:35
URI: http://elibrary.kubg.edu.ua/id/eprint/11725

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