English Brands And Slogans In The Korean Language

Abstract

The article is about the study of English-speaking brands in the Korean language. The authors describe ways to translate brands and slogans from English to Russian. The article examines how translation affects Korean adaptation of popular English-speaking brands. The article examines how the translation and adaptation of advertising in any language contribute to the successful promotion of the brand in various countries. The authors study issues related to the problem of adapting advertising texts into another language. The relevance of the research lies in the fact that English as the language of international communication and the culture of English-speaking countries has a great influence on the development of Oriental culture and Oriental languages through borrowings. Advertising was no exception. American clothing and cosmetics brands are extremely popular in Korea. Advertising of English-speaking brands in Korea is becoming more popular. At the same time, linguists' interest in the problem of adapting brands to the Eastern language and Eastern culture is increasing. The study of advertising provides an excellent opportunity for cross-cultural research because advertising carries the cultural code of the country of origin. Each country has its distinctive style of advertising, determined by the nature of national identity, historical advertising traditions, economic and social realities. From the point of view of intercultural communication, the most important thing is to preserve the semantic features of the source text.