The paper deals with the way multinational automotive companies incorporate their values and goals through different advertising approaches in local markets including Russian, how they adapt to cultural, social and economic conditions. The authors discuss localizing strategies and potential effects of advertising texts, as well as common techniques, nonverbal presentations and verbal transformation used by localizers to overcome incoherent marketing needs of different countries. The paper focuses on such concepts of advertising and localization as adoption strategies alongside such processes of globalization, internationalization and standardization. The relevance of advertising localization for the successful marketing of automotive products has been proved as it plays the major role in adaptation of the text to the cultural realities and social and economic environment. The work presents examples of source texts in French and localized texts in Russian with subsequent translation into English and their linguistic analysis. The study of the language features inherent in advertising on multinational automotive companies` websites has been conducted; the transformations made by the translators of the advertising and localization strategies for the Russian-speaking audience have been revealed).
The article focuses on the phenomenon of "translatological ecosystem of the region", which is studied with application of an integrative approach to Translation Studies. Polydiscursive hypertext translation discourse is an integral part of the regional urban discourse and the regional ecosystem on the whole; their interdependence, co-development and interpenetration determine the formation of a special regional ecosystem of translation with distinctive constitutive features. An attempt is made to analyse the factors of formation and development of the regional translatological ecosystem on the example of the Hero City of Volgograd. The hermeneutic and interpretive perspective of the study has enabled identifying and describing various means of regionally conditioned communication actualization with the involvement of translation services, determining the constituent features of the translatological ecosystem and their dominance factors in the urban discourse of the region under study and characterizing this translation ecosystem specificity. The model of the translation ecosystem is presented considering its polydiscursive nature. The system- and city-forming concepts that have an initial impact on the translational action in the region are identified. The translation discourses, which comprise the translatological ecosystem are analysed in detail, industrial, excursion, specialised, educational, social and political ones included. The research contributes to the formation of discursive regional Applied Translation Studies and enhances a novel direction in the science of translation – Eco-Translatology.
Language interaction has always been a matter of interest to linguists. Despite the fact of profound influence of Latin on many languages in many sciences, including medicine, the question concerning the borrowings of anatomical vocabulary, namely somatisms, or body parts, from Latin in Norwegian and its influence on the Norwegian anatomical terminology is of particular interest. The study focuses on the influence of Latin on the names of different body parts in Norwegian, thereby revealing some peculiarities of somatisms in the Norwegian language. Taking into account the historical background and cross-cultural interaction, some groups of somatisms have been distinguished. The most abundant group includes single word somatisms and compounds that do not have their norwegianized Latin form. The second group consists of the Norwegian somatisms, which have identical or nearly identical morphemic form with somatisms in Latin, incorporating single word somatisms as well as some compounds where one or even two parts are norwegianized Latin forms with some semantic peculiarities. We have also singled out the anatomical terms that have a norwegianized Latin form and a parallel native form. Mostly the borrowings in this group underwent orthographic changes adapting them to the Norwegian language. The results show that on the whole the Norwegian language preserves its identity, uniqueness and selective modifying purism in anatomical vocabulary, with some instances of being dependent on Latin.
The aim of this study is to identify the patterns of metaphorical modeling of non-spatial objects based on the rethinking of spatial features in the English language. The article characterizes the basic spheres of human life through metaphorical meanings created by polysemantic nouns representing space. The scientific novelty of the study lies in the fact that a scientific idea that reveals the linguo-mental mechanism of a metaphor formation by the example of the spatial nouns paradigm in the English language has been developed. As a result of the study, we have determined that there are regularities in the formation of secondary designations of non-spatial objects based on a spatial metaphor for defining the social sphere of human activity.
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