STYLISTIC PECULIARITIES OF ENGLISH VIDEO ADVERTISEMENTS AND THE PROBLEM OF THEIR TRANSLATION INTO UKRAINIAN Student: Maryna Voronkina Scientific supervisor: Doctor of Philology, Professor, Zirka V. V.

Topicality and purpose Topicality of the problem is predetermined by the insufficient investigation of stylistic devices in advertising texts, means of their conveying and translation. The purpose of our investigation is to elucidate through the complex analysis in what way stylistic devices and parts of speech assist in realizing the main functions of advertisements and find out what problems arise in the process of their translation into target language. Scholars: Arnold, Galperin, Kaftandzhiev, Kotler, Parshin, Retsker, Breus, Komissarov, Barhudarov, Kohtev, Golman, etc.

Stylistic devices importance The stylistic devices and means of their conveying help to draw consumer’s attention and to realize one of the main functions of advertising – the function of influence. In such way the advertisers use the stylistic devices to make the consumer to realize the importance of information given through the advertisement’s message. Besides, through these devices messages appeal to the consumer’s emotions, create appropriate feelings and mood. Scholars: Arnold, Galperin, Efimov.

Parts of speech in advertising Depending on what kind of emotions need to be evoked and what is the main purpose of advertisement stylistic devices can be expressed by the following parts of speech:  Verb – uses as an appeal for action  Noun – uses to draw consumer’s attention to a product  Pronoun - uses as address to consumer  Adjective and Adverb - use to describe some features of a product or to make advertisement more bright

Ways of translation The problem of recognizing and translating advertisements which include some stylistic devices is a very complicated one. There are four basic ways of translating stylistic devices translation by an equivalent descriptive translation translation by an analogue word for word translation Equivalents in their turn are divided into absolute equivalents partial / near equivalents Linguists: Barkhudarov, Breus, Komissarov, Parshin, Retsker.

Results of analysis Syntactical devices:  alliteration  anaphora  allusion  antithesis  ellipsis  parcellation  rhetorical question/exclamation Lexical devices:  hyperbola  metaphor  personification  epithet Categories of stylistic devices

Stylistic devices: syntactical Ellipsis takes the first place: Feels good inside. Toyota Corolla. - Відчуття комфорту. Toyota Corolla. Allusion uses quite rarely: Air New Zealand. The airline of Middle-earth. - Air New Zealand. Авіалінії Середзем’я.

Stylistic devices: lexical Metaphor occupies the first place: Honda. Power of dreams. - Honda. Сила ваших мрій. Hyperbola is on the last position: Ultra Reality. Only the Best create the First. - Надреальність. Лише Найкращі здатні створити Небачене.

Parts of speech in advertising Noun can be used in metaphors: Fuel for Fun. – Енергія для розваг. Adjective and Adverb usually use in epithets: KIA Soul. Totally transformed. - KIA Soul. Абсолютне перевтілення.

Parts of speech in advertising Pronoun is often uses in rhetorical questions or exclamations: You worry about me. But why not about yourself? – Ти турбуєшся про мене. Чому ж не думаєш про своє здоров’я? Verb appeals for an action and can be used in elliptical sentences: Empowering us all. (technology) - Дарує нам спроможність. Get refreshed, naturally. - Відчуйте природну свіжість.

Ways of translation Translation by an equivalent (43.4 %): Challenge the luxury you know. KIA K Зміни своє уявлення про розкіш. KIA K 900. Word for word translation (10 %): Anytime. Anywhere. Rolex. - Будь-коли. Будь-де. Rolex.

Conclusion In the view of the above we can summarize that stylistic devices represent a quite interesting and complex phenomenon, especially in terms of their use in advertising. The findings of the given diploma paper will contribute to the further investigations of stylistic devices using in video advertisement messages and in advertising in a whole.

Thank you for your attention!