Lexico-grammatical peculiarities of translation of advertising slogans

Abstract

The article is dedicated to the research of lexico-grammatical peculiarities of translation of adver-tising slogans. It is pointed out by the authors that an appropriate translation of advertising slogans plays a significant role in the field of international modern trade. The authors placed special emphasis on the research of lexico-grammatical peculiarities of translation of advertising slogans and definition of the differences be-tween advertising slogans and ordinary texts. The main grammatical peculiarities of advertising slogans were investigated and organized in the article. The authors defined a set of approaches used to overcome difficulties of translation of advertising slogans into Ukrainian language. There are two approaches to the problem of classification of translation transformations used for translation of advertising texts. The first classification is based on the type of translated texts (genre and stylistic peculiarities of original text); the second one is based on the type of translator’s speech acts in translation process (psycholinguistic peculiarities of speech acts in written and oral forms).