Theoretical and methodological approaches to the analysis of advertising text in modern linguistic and translation studies

Ноговська, Світлана Григорівна (2021) Theoretical and methodological approaches to the analysis of advertising text in modern linguistic and translation studies Актуальні питання іноземної філології (15). pp. 76-84. ISSN 2410-0927

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Abstract

The article is aimed to overview the modern methodological and methodical approaches to the linguistic analysis of advertising text and the rationale for a comprehensive methodology of translation studies of the main components of the advertising message in their inseparable interaction. Methodology. The article reveals that the latest linguistic studies on the problems of advertising communication as part of two paradigmatic areas of modern linguistic research (anthropocentric or discourse-centric) are conducted mainly in the following areas: general theoretical description, research of a certain aspect of advertising (pragmalinguistic, psycholinguistic, cognitive, etc.), actually linguistic analysis at different language levels, discursive and translation studies. The scientific relevance of the study lies in the proposed algorithm of translation analysis, which is represented by the following steps: 1) the selection of authentic advertising messages about tonic drinks in the form of videos, banners, posters, creolized and traditional texts; 2) the conversion of a text into a parallel aligned bilingual corpus by the InterText Editor program; 3) the annotation of the corpus in structural and lexical-semantic contexts; 4)the verification of the sample for the accuracy of the research results via the formula of sampling error; 5) the identification of translation strategies and specific lexical and grammatical transformations applied in the reproduction of both compositional components and lexical and semantic features of advertising texts; 6) the systematic examination of the interaction of verbal, visual and audio components. Conclusions. The article proves that when comparing both source and target advertising text clarifying the features and effectiveness of translation strategies will contribute to lexical-semantic, linguistic-stylistic and linguistic-statistical analysis of verbal communication under the corpus-based approach followed by all visual, auditory and other paralinguistic components.

Item Type:	Article
Uncontrolled Keywords:	advertising text; translation analysis; corpus-based approach; aligned parallel corpus; verbal; visual and audio components of the advertising message
Subjects:	Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Index Copernicus Це архівна тематика Київського університету імені Бориса Грінченка > Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет романо-германської філології > Кафедра лінгвістики та перекладу
Depositing User:	Світлана Григорівна Ноговська
Date Deposited:	25 Apr 2024 10:22
Last Modified:	25 Apr 2024 10:23
URI:	https://elibrary.kubg.edu.ua/id/eprint/48795

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