SEMANTICS OF ENGLISH ADVERTISING HEADLINES AND PPROBLEMS OF THEIR TRANSLATION INTO UKRAINIAN

1. ALFRED NOBEL UNIVERSITY, DNIPROPETROVSK ENGLISH PHILOLOGY AND TRANSLATION DEPARTMENT SEMANTICS OF ENGLISH ADVERTISING HEADLINES AND PPROBLEMS OF THEIR TRANSLATION INTO UKRAINIAN By ZHYVCHYKOVA KATERYNA

2. Today advertising influences and changes our minds a lot. Nowadays, advertisement is the tool which many companies and enterprises use to inform prospective customers about their products and services. The role of advertising

3. Relevance and aim of thesis topic It is relevant to study the mechanisms of verbal impact of advertising headlines to the audience. The aim of the thesis is to identify translation transformations used in the English translation of advertising headlines into Ukrainian.

4. Objectives of the work: to review the works of various linguists, who studied this problem; to give the definition of "advertising headline"; to study the existing classifications and features of advertising headlines; to identify the features and problems of translation of advertising headlines; to consider the translation transformations used while translating the ad headlines from English into Ukrainian. to perform frequency analysis of the use of ad headlines in various forms; to compare the basic techniques and methods of reproduction of Ukrainian and English advertising headlines.

5. Object and subject of research: The object of research is the English advertising headline that can be at the level of word forms (morphological features) or at the level of phrases or sentences (syntax features). The subject of research is theoretical and practical aspects of translation of advertising headlines from English into Ukrainian.

6. As a methodological basis for the research we have used such methods as: morpho-syntactic analysis, linguistic analysis, complex translation analysis, involving contextual element, component, transformational analysis, quantitative methods of counting.

7. Linguists who studied the problems of ad text and headlines translation: E. Pozdnyakov, A. Prokhorov, T. Pateman, B. Phillips, E. Semino, R. Mokshantsev, E. Orlova, M. Chernyshev, W. Scott, R. Barth, O. Vorobyov, H. Kaftandzhiev, A. Berger, T. Bex, G. Sook, A. Goddard, G. Myers and others

8. Advertising text components: Headline Main ad text Slogan Echo-phrase

9. What is a «headline»??? Headline is graphically highlighted sign of the text, expressed by verbal and non-verbal resources of language, which is relatively auto semantic and completely original; unique text element that calls and/or describes the following text, predicts content, interprets the text, informing its additional meanings.

10. Main functions of an ad headline: attract attention; arouse interest; identify customers / target groups; identify products / services; sell products / services.

11. Common features of ad headlines: Wordplay Repetition of a word New lexemes Shortenings Idioms/changed idioms Metaphor Anaphora/epifora Allusion Alliteration etc.

12. Classification in terms of semantic aspects of the headline functioning by Syrov I.A. 1. Headline-summary: a) informative-neutral; Shift your thinking b) informative-evaluative. Smile, you're picture-perfect 2. Headline-indicator. Deal of the day! 3. Headline-localizer. Unleash your alter ego…

13. Classification of the headlines by their information content according to Lazareva E.A.: Fully informative headlines: Nominative Spring sale Predicative Brighten your summer look! Partially informative headlines We all want to get more out of life

14. Classification of ad headlines by their syntactic features by H. Kaftandzhyyev: By relation to reality: Affirmative Negative By the aim of expression: Narrative Interrogative Motivating By gramatical structure: Simple Complex

15. Own classification of ad headlines in terms of visual information representation method: Textual Graphical Digital Mixed

16. In the secondpart of diploma work where 52 headlines were analyzed, we can detect the frequency of the headlines use in one of the forms. Namely, 14 headlines were in the form of the nominative construction (27%) , 33 in the form of a simple sentence (63 %), 2 in the form of a complex sentence (4%), 3 headlines in the form of segmented construction (6%).

17. Examples: FULLY EQUIVALENT TRANSLATION Gifts for her– Подарунки для неї Six ways to WOW!– 6 засобів приголомшення Live your passion – Живи своєю пристрастю PARTIALLY EQUIVALENT TRANSLATION Very famous amongst very few – Широко відомий у вузьких кругах The most rational decision your heart can make – Найраціональніше рішення, яке ви можете прийняти. African lore says the Marula washes away bad luck – За африканським повір’ям марула позбавляє від невдач COMPLETE REPLACEMENT It’s just arrived - Нові надходження So you’re not a Vegas person. Are you sure? – Ви впевнені, що не любите Вегас? Last night? Never happened! – Важка ніч? Ніхто не дізнається!

18. Inthe third section of diploma work where 39 titles were analyzed, we can detect the frequency of translation method use. Namely, we have 26 headlines translated using fully equivalent translation method (66% ), 10 headlineswere translated using partially equivalent translation method (26%), 3 headlines were presented as completely new (8%).

19. The most commonly used complex lexical and grammatical transformations were omission/addition, transposition, replacement, compensation, transcription and transliteration. Advertising headline translation should be considered from the functional-pragmatic (functional-communication) adequacy standpoint. Under this concept, the key requirement is to reproduce the dominant feature of the original text and communicative intentions of the author, which must provide the necessary impact on the recipient (consumer).

20. Thank you for your attention! 