Keyword: «английский язык»

The relevance of clarifying lexical and grammatical transformations in advertising is due to the need to adapt creative content to the cultural and linguistic characteristics of the target audience (localization). Transformations ensure the preservation of emotional impact, advertising attractiveness and effectiveness of communication, overcoming the mismatch of language systems. The purpose of the study in the article is to study lexical and grammatical transformations when translating advertising texts (based on English material). As a result, it was determined that lexical-grammatical transformations are a key tool for achieving pragmatic adequacy in the translation of English-language advertising texts into Russian. The difficulties associated with the transmission of national-cultural realities, word play and figurative structures in the texts of English-language advertising are indicated. Based on the analysis of modern English-language advertising slogans and texts, the main types of transformations are systematized: modulation, concretization, generalization, addition, omission, holistic rethinking and antonymic translation. It is concluded that the success of translating advertising texts (in English) is determined not so much by formal accuracy as by the ability of the translator to apply a set of transformations to preserve the communicative effect of the original.