THE ABSENCE OF THE PROSPECTS OF TRANSLATION DEVELOPMENT AS AN ART IN THE AGE OF THE MARKETING COMPANY
Sakhnevich Sergei Vladimirovich
Research Institute of Linguistics, Russian Academy of Sciences, Moscow
Abstract. In the age of the marketing company the target consumer, needs of which must be satisfied, is in the centre of the theory of translation. The necessity for speed of translation, emphasis on grammar, the necessity for a simple transfer of the meaning of the text can be these needs. On the basis of consumers' needs, the typology of the text and translator's competences, concrete decisions are made to provide a client-oriented translation in accordance with the requirements of the age of the marketing company.
Key words and phrases: клиентоориентированный перевод, клиентоориентированная теория перевода, перевод как искусство, эра маркетинговой компании, потребитель перевода, тормозить развитие, client-oriented translation, client-oriented theory of translation, translation as an art, age of the marketing company, consumer of translation, impede development
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