STYLISTIC PECULIARITIES OF ENGLISH VIDEO

ADVERTISEMENTSAND THE PROBLEM OF THEIR

TRANSLATION INTO UKRAINIAN

Student: Maryna VoronkinaScientific supervisor: Doctor of Philology, Professor,

Zirka V. V.

Stylistic devices importance

The stylistic devices and means of their conveying help to draw consumer’s attention and to realize one of the main functions of advertising – the function of influence.

In such way the advertisers use the stylistic devices to make the consumer to realize the importance of information given through the advertisement’s message.

Besides, through these devices messages appeal to the consumer’s emotions, create appropriate feelings and mood.

Scholars: Arnold, Galperin, Efimov.

Parts of speech in advertising

Depending on what kind of emotions need to be evoked and what is the main purpose of advertisement stylistic devices can be expressed by the following parts of speech:

Verb – uses as an appeal for action

Noun – uses to draw consumer’s attention to a product

Pronoun - uses as address to consumer

Adjective and Adverb - use to describe some features of a product or to make advertisement more bright

Ways of translation

The problem of recognizing and translating advertisements which include some stylistic devices is a very complicated one.

There are four basic waysof translating

stylistic devices

translation byan equivalent

descriptivetranslation

translation byan analogue

word for wordtranslation

Equivalents in theirturn are divided into

absoluteequivalents

partial / nearequivalents

Linguists: Barkhudarov, Breus, Komissarov, Parshin, Retsker.

Results of analysis

Syntactical devices:

alliterationanaphoraallusionantithesisellipsisparcellationrhetorical

question/exclamation

Lexical devices:

hyperbolametaphorpersonificationepithet

Categories of stylistic devices

Stylistic devices: syntactical

Ellipsis takes the first place:Feels good inside. Toyota Corolla. - Відчуття комфорту. Toyota Corolla.

Allusion uses quite rarely:Air New Zealand. The airline of Middle-earth. - Air New Zealand. Авіалінії Середзем’я.

9,6%

11,5%1,9%

3,8%

13,4%7,6%

5,8%

Using of syntactical stylistic devices

Ряд1 9,6% 11,5% 1,9% 3,8% 13,4% 7,6% 5,8%

alliteration anaphora allusion antitesis ellipsis parcellationrhetorical

q/e

Stylistic devices: lexicalMetaphor occupies the first place: Honda. Power of dreams. - Honda. Сила ваших мрій.

Hyperbola is on the last position: Ultra Reality. Only the Best create the First. - Надреальність. Лише Найкращі здатні створити Небачене.

3,9%

21,1%

9,6%

11,6%

Using of lexical stylistic devices

Ряд1 3,9% 21,1% 9,6% 11,6%

hyperbola metaphor personification epithet

Parts of speech in advertising

Noun can be used in metaphors: Fuel for Fun. – Енергія для розваг.

Adjective and Adverb usually use in epithets:

KIA Soul. Totally transformed. - KIA Soul. Абсолютне перевтілення.

0,0%

2,0%

4,0%

6,0%

8,0%

10,0%

hyperbola metaphor personification epithet

Parts of speech in lexical stylistic devices

noun adjective verb adverb pronoun

Parts of speech in advertisingPronoun is often uses in rhetorical questions or exclamations:You worry about me. But why not about yourself? – Ти турбуєшся про мене. Чому ж не думаєш про своє здоров’я?

Verb appeals for an action and can be used in elliptical sentences:

Empowering us all. (technology) - Дарує нам спроможність.Get refreshed, naturally. - Відчуйте природну свіжість.

0,0%

2,0%

4,0%

6,0%

8,0%

10,0%

alliteration anaphora allusion antithesis ellipsis parcellation rhetoricalq/e

Parts of speech in syntactical stylistic devices

noun adjective verb adverb pronoun

Ways of translationTranslation by an equivalent (43.4 %):Challenge the luxury you know. KIA K 900. - Зміни своє уявлення про розкіш. KIA K 900.

Word for word translation (10 %):Anytime. Anywhere. Rolex. - Будь-коли. Будь-де. Rolex.

43,4%30,0%

16,6%10,0%

0,0%

100,0%

equivalent descriptive analogue word for word

Ways of translation

Conclusion

In the view of the above we can summarize that stylistic devices represent a quite interesting and complex phenomenon, especially in terms of their use in advertising.

The findings of the given diploma paper will contribute to the further investigations of stylistic devices using in video advertisement messages and in advertising in a whole.

Thank you for your attention!