Anna S. Chepliaka, anncheplyaka19@gmail.com
Student
Taras Shevchenko National University of Kyiv
Alla S. Savchenko, vilka1805@ukr.net
Candidate of Pedagogical Sciences, Assistant Professor
Taras Shevchenko National University of Kyiv
DOI: https://doi.org/10.17721/StudLing2024.25.177-185
ABSTRACT
This study aims to conduct a detailed analysis of lexical and stylistic transformations that occur during the translation of Chinese advertising texts into Ukrainian. Particular emphasis is placed on identifying effective translation strategies, that achieve three key goals: ensuring accurate transmission of content, preserving the stylistic characteristics of the original text, and adapting it to a linguistic and cultural context that will be understandable and attractive to the Ukrainian audience. The study examines complex aspects of interlingual interaction, considering differences in language structure, peculiarities of linguistic composition, and unique stylistic techniques.
The work also focuses on studying mechanisms that help overcome barriers between languages caused by significant cultural differences. Special attention is paid to analyzing the impact of these differences on Ukrainian consumers’ perception of advertising messages, since cultural context is an important factor in communication. The study includes the study of typical transformations that may be unacceptable, ambiguous or incomprehensible to the Ukrainian audience, and suggests approaches to avoid them.
To achieve the goal, several practical examples were analyzed, demonstrating how the target audience’s psychological, cultural and communicative needs affect the choice of translation solutions. It is important that the translation of advertising text is meaningful and effective, that is, capable of evoking an emotional response and motivation to action. This study serves as both a theoretical basis for further scientific work in the field of interlingual and intercultural translation, and a practical guide for translators working with commercial texts. The identified approaches and best practices can be applied to optimize translations that meet the requirements of modern intercultural communication.
Key words: translation of advertising texts, lexical transformations, stylistic features, cultural adaptation, interlingual communication, cultural characteristics.
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