Keyword: «conversion»

The article dwells on O. Sivun’s pop-art novel «Brand», paying attention to its structure, the character’s per-sonality, the brand influence on mass consumption society. Emphasis is placed on a man surrendering his life to brands, simulacre, imitation thus losing his individuality. The life of society and the individual turns into a conveyor. It is pointed out that devaluation of conventional values is carried out through the transfor-mation of consciousness and conversion of cultural codes.

The article is devoted to the difficulties of poetic translation of English poetry. The work offers literal and poetic translations of English authors’ poems, and examines typical cases of the divergence of the English language with the Russian during translation. The authors distinguish the characteristic features of the poetic text translation.