Previous studies emphasized that there is a close connection between speech and thinking. The paper analyses the peripheral semantics of the German language's active vocabulary units to define how they represent the features of the national, linguistic picture of the world, namely, the mental traits of the German ethnos. Semantic methods and the extrapolation methods of typical secondary values on non-nonmental characteristics are used mainly; the comparative method was partially used. The contextual method was used as an auxiliary method for illustrating common ethical, aesthetic, and pragmatic guidelines (presuppositions) and stereotypes. The paper carried out: a) semantic analysis of peripheral lexical-semantic variants of arbitrarily and expediently selected notional parts of speech; b) comparison of peripheral semantics of similar words of German and Russian languages against the background of the Russian language; c) clarification of ethnoculturological connotation of individual Germanisms found in the Russian language. The article proves that peripheral semantics in its lexico-semantic, semasiological, and lexicographical understanding expresses key symptom complexes of German mentality, which can be expressed by concepts order, accuracy, family, wealth, quality, practicism and etc. It is found that the German linguistic picture of the world in comparison with the Russian one the material is marked by the minimalism of estimated values, practical orientation and is alluded to bookish style. Keywords: Additional denotative meanings, Linguoculturology, Semantics, Stereotypes, Symptomatic complexes of mentality
The paper focuses on translating advertising texts as an indispensable tool for future translators’ training. It elaborates on a semiotic approach to English advertising slogans translation into Ukrainian. From this perspective, it is possible to capitalize on language to decode the concepts encapsulated in advertising texts and devise ways of affecting mass consciousness. The present research gives a comprehensive account of translation strategies involved in deciphering the subtlety of meanings actualized in the advertising context. A comprehensive translator’s preparation should include training in various translation strategies, as they are essential for producing high-quality translations that meet the needs of both the client and the target audience. By using appropriate translation strategies, translators can ensure that their translations are accurate, efficient, and culturally appropriate while preserving the original text’s style, tone, and impact. Commercial, social, and political advertising slogans have been subjected to a comparative analysis. The study results prove that lexical-semantic, grammatical, and stylistic transformations are used in rendering advertising slogans into Ukrainian. However, the translation process is often complicated due to discrepancies in the syntactic structures of English and Ukrainian languages. The latter affect either separate untranslatable elements or the whole target language text. Therefore, translating advertising texts is a helpful tool for future translators’ training, as it allows them to develop a range of skills and strategies essential for success in the translation industry while also meeting the needs of clients who require high-quality translations of their advertising materials.
The article is focused on the ways of realization translation criticism in the modern translation studies. The main aim for the translators in their works is to achieve linguistic coherence between the Source Text (ST) and Target Text (TT). The notion of translation criticism, which is an important measure of achieving this goal by the translator, is highlighted. The theory of scenes and frames in modern translation studies is also analysed in the article.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.