Abstract
The article deals with the features of advertising slogans of mobile phones. As lexical features it is allocated: the preferential use of verbs, and often in imperative mood, special character of use of personal and possessive pronouns, attributive word combinations, use of methods of comparison and phonetic concordance. The complexity of the translation of English slogans into Russian is due to both structural differences between Russian and English, and certain cultural traditions of the original language and the target language. In addition, in order to successfully achieve the goals of translation, the translator must have a sufficient level of knowledge of the national psychology of both the producer and the consumer. When considering the ways of translating an advertising slogan, it was revealed that it can undergo significant changes due to the fact that native speakers of one language may not have the same cultural and historical heritage as native speakers of another language. Scientists involved in advertising research note that to ensure the success of an advertising slogan, it must have such qualities as expressiveness, originality and brevity. The analysis of advertising slogans showed that the most common methods of translation from English into Russian are: word-for-word translation, integral transformation and lexical replacements, which is primarily due to the specifics of mobile phone manufacturers ' construction of their advertising campaigns aimed not at one, but at a number of countries. Taking into account all these factors is the basis for creating a quality slogan that performs its main task – to encourage the consumer to make a purchase.
Keywords
Advertising slogan, translation, context, translation errors, transformation