PECULIARITIES OF EPITHETS TRANSLATION IN THE ADVERTISING TEXTS FOR CHILDREN’S GOODS

Abstract

The article deals with the peculiarities of epithets translation in the advertising texts for children’s goods which are determined by the necessity of correct manipulative intentional message rendering. Epithets are regarded by the authors of the article as actualizers of mass recipients’ manipulation targets which are used by text producers for necessary perlocutionary effect achieving. Human vital needs, some basic emotions and parental instinct are specified as basic mass recipients’ manipulation targets. The goal of the article is to reveal the main peculiarities of epithets translation in the advertising texts for children’s goods being the actualizers of certain manipulation targets. The article is relevant as studying of translation strategy of advertising texts from the point of view of their intentional equivalents on all the speech act levels is not widely studied yet. Background. Thorough level by level analysis of the manipulative speech acts of advertising texts is necessary for achieving equivalent and adequate variants of manipulative texts translations through revealing certain manipulation targets actualizers which are epithets. Purpose. Peculiarities of epithets translation in the texts of advertising goods for children are revealed and studied in the article. Epithets are regarded in the article as specific manipulation targets actualizers which function in the advertisements. Materials and methods. The material of the study is a bulk of the advertising texts for children’s goods which are posted on the official websites of these goods on the Internet. Intentional analysis and translation analysis of the text are used in the study. Results. As a result of the study the role of epithets as a significant means of actualizing certain mass recipient manipulation targets in the texts of advertising goods for children was proved. The results show that preservation of the translated advertising text content is achieved through using epithets which actualize the same targets of manipulation as in the original text: parental instinct, basic emotions and the anticipation of the social ideal realization. This preservation of intentional message in the texts under study becomes one of the main skills of a translator or interpreter. Practical implications. The results of the study can be used while teaching practice of translation in the universities and in the process of preparing recommendation on advertising texts translation.