Contents

INTRODUCTION.. 3

CHAPTER I THEORETICAL BACKGROUND OF THE TRANSLATION THEORY   5

1.1 Translation and its aims. 5

1.2 Translation development as a science. 9

1.3 The main methods of translation. 19

CHAPTER II THE TRANSLATION OF THE PUBLICITY GENRE TEXTS FROM ENGLISH INTO RUSSIAN.. 21

2.1 Translation and Analysis of Advertisements. 21

2.2 Strategies Employed in Translating Figures of Rhetoric in Headlines 19. 23

CONCLUSION.. 31

BIBLIOGRAPHY.. 33

CHAPTER I THEORETICAL BACKGROUND OF THE TRANSLATION THEORY

1.1 Translation and its aims

... Process of translational activity according to the given theory occurs the following grade. At an analysis stage of the statement of the original the translator passes a way from below upwards (from signs up to the purpose of the communications, consistently finding out all levels of the maintenance). At a stage of synthesis of the statement language of translation «the translator passes all hierarchy of levels in the returnable order, consistently checking, whether defines unequivocally each level of the maintenancea final variant of translation» [5, p. 69]. If it appears, that any level demands the obligatory use of the certain forms, the translator selects a variant language of translation, so to say, irrespective of the original.

Nevertheless we count, that in some cases this theory can be not absolutely expedient. The purpose of the use of the reduced lexicon, as usual, is statements of the negative attitude of the sender to the addressee or its prompting to any actions which in itself does not represent a problem for judgement. All we need is only as much as possible adequately to choose the lexical form of transfer of this purpose in the text of translation. Taking into account that in that case this problem has semantic character more likely, we count what to achieve it is possible, having executed not such difficult translational transformations. For example, application of translational lexical changes of the general type can be effective enough in that case.

So, as it is seen, while translating informal lexicon it is possible to apply both linguistic, and communicative methods of translation, but it is necessary to use the most rational methods. If on equal judgments of the purpose of the statement there are no problems, we count not obligatory application of such difficult methods, as a method of levels of equivalence. It is enough to apply simple translational receptions, for example, such, as the deputy. ...

1.3 The main methods of translation

... Translation is the process to transfer written or spoken source language (SL) texts to equivalent written or spoken target language (TL) texts. The basic purpose of translation is to reproduce various types of texts, comprising literary, religious, scientific, philosophical texts etc. in another language and thus making them available to wider readers, to a greater number of target audience and to bring the world closer.

However translation is not an easy job. If language is just a classification for a set of general or universal concepts, it will be of course very easy to translate from a source language to a target language. But translation covers not only word for word translation but also many other factors. The concepts of one language may differ radically from those of another. This is because each language articulates or organizes the word differently. The bigger the gap between the SL and the TL, the more difficult the process of transfer will be. The difference between the two languages and the difference in cultures makes the process of translating a real challenge. The problematic factors include translation like form, style, meaning, proverbs, idioms, etc.  ...

CHAPTER II THE TRANSLATION OF THE PUBLICITY GENRE TEXTS FROM ENGLISH INTO RUSSIAN

2.2 Strategies Employed in Translating Figures of Rhetoric in Headlines 19

...

As the usual offer: NHIF members are going to contribute more

• · “Kibaki and Raila to tour projects” – Kэбаки и Рэйл совершают поездку по проектам

(Daily Nation, 12.04.10, p.88)

As the usual offer: Kibaki and Raila is going to tour projects.

IL to launch regional plan to end child labour

• · “IL to launch regional plan to end child labor” - ОРГАНИЗАЦИЯ ТРУДА начнет региональный план закончить детский труд

(Daily Nation, 01.04.10, p.46)

As the usual offer: IL is going to launch the regional plan to end the child labor.

• · “New system to catch cheats at the ballot” - Новая система поймает обманы в избирательном бюллетене

(Daily Nation, 27.04.09, p.11)

As the usual offer: A new system is going to catch cheats at the ballot.

• · “Starehe votes recount to go on, says judge” - Пересчет голосов Стэйе продолжается, говорит судья

(Daily Nation, 24.08.09, p.34)

As the usual offer: Starehe votes recount is going to go on, says judge.

• · “Kiplagat likely to face tribunal” - Kiplagat вероятно стоит перед трибуналом

(Daily Nation, 14.06.09, p.47)

As the usual offer: Kiplagat likely is going to face tribunal.

• · “Council workers to get a pay increase - Рабочие совета получают увеличение платы

(Daily Nation, 09.06.09, p.61)

As the usual offer: The Council workers are going to get a pay increase.