TRANSLATION OF THE GERMAN ADVERTISING TEXTS IN THE SPHERE OF CAR BUILDING INDUSTRY

The article is dedicated to the study of the usage peculiarities of translation transformations while translating the advertising texts in the sphere of car building from German into Ukrainian. The translator's task while dealing with the advertising text is the choice of those language tools and techniques that will ensure the success of his work. The author analyzes the choice of one of the specific translation means used by a translator during the process of depicting the main idea of the original text. Besides, the article covers the problem of one of the most difficult types of texts for the translation - the advertising texts - that demand not only the language knowledge. According to the author, translation transformations are language changes (alternative substitutes) that would be relevant for the usage if it deals with the information transfer from one language into another.