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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2017. № 4. Part 2. P. 92-95.
SCIENTIFIC AREA:    Philological Sciences
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SKOPOS THEORY AS A FACTOR OF PRAGMATIC ADAPTATION WHEN TRANSLATING COMMERCIAL SLOGANS FROM ENGLISH INTO RUSSIAN
Dzhabrailova Valida Saidovna, Bezukh Aleksandra Eduardovna
Moscow State University of Humanities and Economics
Abstract. The article aims to discover Skopos theory pragmatic potential when translating English commercial slogans into Russian. Relying on the findings the authors conclude that Skopos theory provisions can serve as the efficient principles according to which translator’s super-task is achieved. The basic function of commercial advertising is to achieve the purpose, to stimulate the consumer to buy the product; Skopos theory has the same objectives seeking to preserve original author’s intention.
Key words and phrases: скопос-теория, рекламный заголовок, рекламный слоган, реципиент, интенция, оригинал, адресат, денотат, адаптация, Skopos theory, commercial headline, commercial slogan, recipient, intention, original, addressee, denotation, adaptation
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