Features of the translation of advertising slogans from French into Russian (based on the material of F. Beigbeder’s novel “99 Francs”)
Abramova Elena Konstantinovna
Orenburg State Pedagogical University
Submitted: 14.04.2023
Abstract. The aim of the research is to identify the main techniques of translating French advertising slogans into Russian. The paper discusses the notions of “advertising”, “advertising text”, “advertising slogan”, determines the place of advertising slogans in the architectonics of F. Beigbeder’s novel “99 Francs”, gives a detailed analysis of lexical, lexico-grammatical, grammatical, stylistic transformations based on the study of the translated text with quantitative data. The scientific novelty of the paper consists in taking a comprehensive approach to the study of translation solutions when rendering advertising slogans from French into Russian and in determining the frequency of the translation techniques used. The illustrative material involved is also new. As a result of the work carried out, it has been found that various translation techniques are used to preserve the distinctive features of the advertising slogan. The most frequent are: addition, word-for-word translation, changing the word form, holistic transformation. The least frequent are: changing the sentence member, generalization, compensation, adaptation, amplification.
Key words and phrases: рекламный слоган, приемы перевода, Ф. Бегбедер, французский язык, русский язык, advertising slogan, translation techniques, F. Beigbeder, French language, Russian language
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Русский
