SEMANTICS OF ENGLISH ADVERTISING HEADLINES

AND PPROBLEMS OF THEIR TRANSLATION INTO

UKRAINIAN

ALFRED NOBEL UNIVERSITY, DNIPROPETROVSKENGLISH PHILOLOGY AND TRANSLATION DEPARTMENT

By ZHYVCHYKOVA KATERYNA

The role of advertising

Today advertisinginfluences and changes our minds a lot. Nowadays,advertisement is the toolwhich many companies andenterprises use to informprospective customersabout their products andservices.

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.

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.

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.

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.

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

Advertising text components:

• Headline• Main ad text• Slogan• Echo-phrase

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.

Main functions of an ad headline:

• attract attention;• arouse interest;• identify customers / target

groups;• identify products / services;• sell products / services.

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

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…

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

Classification of ad headlines by their syntactic features by H. Kaftandzhyyev:

• By relation to reality:1. Affirmative2. Negative• By the aim of

expression:1. Narrative2. Interrogative3. Motivating• By gramatical

structure:1. Simple 2. Complex

Own classification of ad headlines in terms of

visual information representation method:

• Textual• Graphical• Digital• Mixed

In the second part 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%).

Частота вживання заголовків в одній із форм

просте речення63%

номінативна конструкція

27%

сегментована конструкція

6%складне речення

4% номінативна конструкція

просте речення

складне речення

сегментована конструкція

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!

In the 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 headlines were translated using partially equivalent translation method (26%), 3 headlines were presented as completely new

(8%).

Частота використання різніх способів перекладу рекламних заголовків

частковоеквівалентний переклад

26%

повна заміна8%

повноеквівалентний переклад

66%

повноеквівалентнийпереклад

частковоеквівалентнийпереклад

повна заміна

• 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).

Thank you for your attention!