Pragmatic markedness of elocutive means of Russian advertising texts and the specifics of their translation into English

¹ Peoples’ Friendship University of Russia (RUDN University), 6 Miklukho-Maklaya Street, Moscow, 117198, Russian Federation
² Russian New University, Institute of Humanitarian Technologies, 22 Radio St, Moscow, 105005, Russian Federation

^* Corresponding author: egorova-la@rudn.ru

Abstract

The article discusses the problem of pragmatic conditionality of advertising texts in translation studies since the development of digital infrastructure, the transition to network principles of communication, global involvement of all countries in international market processes lead to the increasing importance of the quality of advertising texts translation into different target languages. As the communicative success of advertising texts is related to the elocutive component, the attention of researchers from Russia, Great Britain, the USA, Germany and other countries is focused on maximizing the retention of the pragmatic effect in the target language. The problem of conveying the elocutive structure of the advertising text when translating is relevant both for the Russian and the world context. The authors of the article adhere to the fundamental idea that the priority is the creation of a secondary text equivalent in terms of communicative aim. The research showed that the translated and source elocutively marked texts have their own distinctive pragmatic potential and the choice of translation technique depends on the task and function of the translated text. It is concluded that the development of digital technologies transformed the function of creolized components in the translation. The research results are of practical importance and can be used in the practice of teaching translation disciplines.