BASIC MEANS OF TRANSCODING OF LANGUAGE GAME IN ADVERTISING DISCOURSE (BY THE MATERIAL OF THE ENGLISH AND GERMAN LANGUAGES)
Popova Yuliya Vladimirovna
Southern Federal University
Abstract. The article is devoted to the basic means of translation of the English and German advertising complicated by language game. It is most difficult to transcode the accuracy and appropriateness of the form and content of a language game into the other language if the language game is under the influence of its bright linguo-cultural peculiarities. The author presented the classification of the basic means of language game transcoding in the advertising discourse; these means allow keeping the impact onto a recipient which pertains to the original text.
Key words and phrases: языковая игра, транскодирование, компенсация, рекламный дискурс, способ перевода, language game, transcoding, compensation, advertising discourse, method of translation
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