LINGUISTIC MEANS USED TO DRAW ATTENTION AND ENCOURAGE PURCHASE IN JEWELRY COMMERCIALS: TRANSLATION STUDY

The paper discusses the problems faced by Russian translators when translating English jewelry commercials. 150 advertising texts taken from the official websites of famous jewelry brands were subjected to close linguistic and communicative analysis. The research showed that the choice of linguistic means of drawing attention depended on the communicative strategies applied. The dominant communicative strategies in the commercials under study include: the strategies of differentiation, dialogization, of put downs and upgrading (the strategy of praise, for instance, the strategy of compliment to the addressee, the emphasis on his or her own uniqueness, etc.). For adequate translation of commercials the translator should first of all define the addressee and the communicative strategy employed. The main linguistic means of drawing attention are: word-play, neologisms, expressive epithets, rhyme, alliteration, etc. A play of words and alliteration present the greatest difficulties in translation.