LEADING COMMUNICATIVE STRATEGIES AND LINGUOSTYLISIC MEANS OF THEIR REALIZATION IN CHOCOLATE COMMERCIALS AS THE SUBJECT OF TRANSLATION

The paper discusses the problems faced by Russian translators when adopting and localizing English commercials of chocolate. The research was based on 300 commercials published on the Internet. Chocolate commercials were subjected to thorough linguostylistic and communicative analysis, which showed that translating English commercials of chocolate, the translator should consider the communicative aspect first and foremost. The communicative strategies applied in the text determine the selection of language means used to affect the potential consumer. The analysis of translation difficulties is based on our own experience acquired in translating the commercials of various chocolate companies. The main communicative strategies used in them include the following types: rational, emotional and combined. The main lexical means of expressiveness embrace the use of several layers of vocabulary: terms, neologisms, phraseological units and foreignisms. Metaphors, epithets, and allusions are among most frequently used stylistic devices. The conclusion is made that the choice of communicative strategies applied in a commercial and the choice of linguistic and stylistic means of their realization predetermine the entire translation process. Another important challenge for the translator is to convey the emotional message contained in the commercial.