COMMUNICATIVE STRATEGIES AND LINGUOSTYLISTIC MEANS OF THEIR IMPLEMENTATION IN ENGLISH TEA COMMERCIALS: TRANSLATION ASPECT

The study concerns one of the problems connected with translating advertising discourse, which presents a popular type of contemporary interlingual and cross-cultural communication. The primary goal of the research was to consider the main communicative strategies employed in Eng- lish tea commercials and the linguostylistic means of their realization, which may present some problems for translation into Russian. The relevance and novelty of the conducted research may be justified by the absence of studies devoted to this particular type of commercials and their transla- tion. The material for the research comprised 200 tea commercials posted on the official websites of various tea brands. The main research methods included communicative analysis and linguostylistic analysis of selected texts. The conducted research revealed that the main communicative strategies used by the creators of tea commercials within the strategies of presentation were the strategies of differentiation and value orientation. Within the strategies of optimization we can single out mne- monic and argumentative strategies. The most popular linguostylistic means of their implementation include lexical and syntactical repetitions, metaphors, epithets, remodeled phraseology. The ob- tained results and collected material may be useful for teachers training translators and translators working in advertising business. The research methodology may be used in conducting research on other goods commercials.