Localisation problems of advertising texts

Parasotskaya Anastasiya Anatolyevna 

Master Student, Translation Studies Department



Abstract: This article is devoted to consideration of localisation concept, analyzes the localization problems of advertising texts, defines pragmatic content of the advertising text and studies the translation techniques of advertising texts, which are used by a translator.


Key words: localization, linguotop, advertising slogan, advertising, advertising text, concrete definition, meaning extension, calque, holistic transformation, antonymic translation.



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