title: Ð¡Ð¿Ð¾ÑÐ¾Ð±Ñ Ð¸ ÑÑÐµÐ´ÑÑÐ²Ð° Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ ÑÐºÐ²Ð¸Ð²Ð°Ð»ÐµÐ½ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐ¸ Ð¿ÐµÑÐµÐ²Ð¾Ð´Ðµ ÑÐµÐºÑÑÐ¾Ð² ÑÐµÐºÐ»Ð°Ð¼Ñ Ñ Ð°Ð½Ð³Ð»Ð¸Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÐ·ÑÐºÐ° Ð½Ð° ÑÑÑÑÐºÐ¸Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Methods and means of achieving equivalence in the translation of advertising texts from English into Russian
Creators: name: Ð¯ÑÑÑÐ¸Ð½, Ð®ÑÐ¸Ð¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ ÑÐµÐºÑÑ
ÑÐ»Ð¾Ð³Ð°Ð½
ÑÑ Ð¾-ÑÑÐ°Ð·Ð°
ÑÐºÐ²Ð¸Ð²Ð°Ð»ÐµÐ½ÑÐ½Ð¾ÑÑÑ
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
Ð¿ÐµÑÐµÐ²Ð¾Ð´ÑÐµÑÐºÐ¸Ð¹ Ð¿ÑÐ¸ÐµÐ¼
ÑÐµÐ°Ð»Ð¸Ð¸
ÑÐ·ÑÐºÐ¾Ð²Ð°Ñ Ð¸Ð³ÑÐ°
Ð°Ð½Ð³Ð»Ð¸Ð¹ÑÐºÐ¸Ð¹ ÑÐ·ÑÐº
ÑÑÑÑÐºÐ¸Ð¹ ÑÐ·ÑÐº
advertising text
tagline
echo-phrase
equivalence
target group
translation technique
realities
wordplay
English language
Russian language

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description: This work explores the methods of achieving equivalence in the translation of taglines and advertising texts, analysis of the means of expression, statistical research of the practice of using translation techniques on the examples from the industry of tourism. The research set the following tasks: 1. to reveal the definition of equivalence in translation; 2. to study the basic principles of writing advertising texts; 3. to analyze the methods of transmitting expressiveness of advertising text; 4. to explore the features of the translation of advertising texts. As a result of the study, the concept of an advertising text and its classification, the concept of equivalence and methods for its achievement, varieties of translation techniques, as well as the influence of local traditional cultural and linguistic features were analyzed. Particular attention was paid to methods of attracting attention in English-language slogans through the use of the means of expression, as well as to which of these means were saved during the translation of advertising campaigns into Russian language.