Keyword: «gender vocabulary»

The gender aspect is actualized in linguistic research, which complicates the choice of translation solutions in intercultural communication. The necessity of systematizing gender specificity in the situation of developing correct translation solutions when translating advertising videos is substantiated. There were identified four main translation techniques (full forms, splitting, neutralization and creative spontaneous formulations) when translating gender-marked vocabulary in advertising videos from German into Russian. The conclusion is made about the patriarchal attitude in the German-Russian language pair and its different perception by the speakers of these languages.