Лингвопрагматическая адаптация рекламных текстов в переводе

Вид работы: Бакалаврская диссертация | Предмет работы: Лингвистика | Количество листов: 65

Nowadays advertising is the engine of trade. And its value has grown astronomically over the past 10 years. In fact, no product or service can count on normal sales if it is not actively advertised. The correct translation and adaptation of advertising texts, slogans, commercials are of great importance for the company's sales and profits. Relevance of the study. Advertising of texts that have entered the world market has a direct impact on the formation of the structure and dynamics of demand in national markets, especially for mass-market goods. Increasing production volumes, globalizing sales markets, accelerating media development, and the interpenetration of different cultures and standards have led to the emergence of a global segment of consumers who are equally motivated to buy well-known international brands. International brands are also actively advertised on the Russian market, which has its own specifics in terms of brand promotion. The pragmatic potential of advertising discourse is an important but little-studied aspect of the impact of advertising on the consciousness of people and society as a whole. From the point of view of localization, this is an important step in preparing an advertising product for a foreign-speaking audience. These trends determine the relevance of this research – pragmatic adaptation of advertising texts in the Russian media market. The objective of the research is to study the specifics pragmatic adaptation of advertising in combination with the standardization of advertising of foreign brands in the Russian media market.

CONTENTS

CHAPTER I. THEORETICAL ASPECT OF LINGUOPRAGMATIC ADAPTATION OF ADVERTISING IN THE RUSSIAN MEDIA MARKET 5
1.1 Adaptation of Foreign Advertising as a Tool for Promoting Goods to the Market 5
1.2 Current Trends and Problems of Adaptation of Foreign Advertising Texts in the Russian Media Market 10
1.3 Pragmatic Adaptation in the Process of Adapting Advertising Texts 14
1.4 Types of Pragmatic Adaptation 15
1.4.1 Pragmatic Adaptation of the First Type 15
1.4.2 Pragmatic Adaptation of the Second Type 16
1.4.3 Pragmatic Adaptation of the Third Type 16
1.4.4 Pragmatic Adaptation of the Fourth Type 17
1.5 Summary and Results 19
CHAPTER 2. ANALYSIS OF THE PRACTICE PRAGMATIC ADAPTATIONS 20
2.1 Pragmatic Adaptation in the Examples of Advertising Texts 20
2.1.1 Linguopragmatic Adaptation of the First type 20
2.1.2 Linguopragmatic Adaptation of the Second Type 22
2.1.3 Linguopragmatic adaptation of the third type 26
2.1.4 Linguopragmatic Adaptation of the Fourth Type 28
2.4 Specifics of the Influence of National and Cultural Characteristics on the Adaptation of Foreign Advertising in Russia 37
2.4 Results and Discussion 40
CHAPTER 3. PRACTICAL RELEVANCE OF THE RESEARCH RESULTS 41
3.1 Practical Relevance of the Research Results in Linguodidactics and Translation Studies 41
3.2 Practical Relevance of the Research Results in Linguoculurogy 53
3.3 Results and Discussion 55
CONCLUSION 56
REFERENCES 59
APPENDIX 64

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