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2016

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<l>axoitiiii iii xyqc-DKHM nepeKjian: Tec-pin, MeTpoojioriH, npaKTHKa: iCipHHK nayKOHHX npaub / 3a 3ar. pen. A T . TynMaHaHa, C.I. CnqopeHKa. -IC: Ai pap Me/jia Tpyn, 2016. - 436 c.

toipiiUK Micmumb cmammi ynacnuKie IX MiotCHapodnoi nayKoeo-npaKtnumio'i KonqjepemiiX 3 numanb meopii ma npaKmuKU nepevuiady, ipo eiddyjiacb 15-16 Keimnn 2016 pony na Kaqbedpi anzniucbKoi qbuiojiozi'i i nepeKiiady HauionanbHozo aeiauiunozo ynieepcumemy (M. Kuw, YxpaiHa).

( iic'Uiia.ii.iii.iii H xyjomeciBeHHbiii nepeBon: TeopHH, MeTonqjiorHH, npaKTHKa: cOopmnc Haymrbix TpynoB / no^ o6iueK pe/t. A T . Ty/rMaHJiHa, C.H. CnaopeHKo. - KneB: Arpap Menna Tpyn, 2016. - 436 c.

COopnuK codepoKum cmambu ynacmnuKoe IX MeotcdyHapodnoii HaynHO-npaKmmecKou Konqbepemiuu no axmyanbUbiM eonpocaju meopuu u npaKmuxu nepeeoda, Komopan cocmowiacb 15-16 anpenn 2016 zoda e HauuonaiibHOM aeuaifuonnoM ynueepcumeme (z. Kuee, YxpauHa).

General and Specialist Translation / Interpretation: Theory, Methods, Practice: International Conference Papers. - Kyiv: AgrarMedia Group, 2016. - 436 p.

The book contains papers presented by the participants of the 9th

International Conference on theory and practice of translation / interpretation held at the National Aviation University (Kyiv, Ukraine) on 15-16 April 2016. TojioBa opram3aiuHHoro KOMrreTy: TydMannn AT., n-p (pLnon. HayK, npo<p., anpeKTop HaBuanbHO-HayKOBoro rvMaHrrapHoro iHCTHTyry HauioHanbHoro aBiauiHHoro yHiBepcHTeTy (YKpaiHa)

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PasyMoecbKa B.A., KaHfl, (pijiojr. HayK, npotj). KaopeflpH qinoBoT iH03eMHoi MOBH IH-Ty eKOHOMiioi, ynpaBJiiHHfl Ta npHpoqoKopHCTyBaHHa CnOipcbKoro

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3aMecTHTeaH npeqceflaTejra opncOMHTeTa:

Cudopenm CM., Kann, (jiiwoji. HayK, floneHT Kad). aHrjiHHCKOH qpHJionorHH H nepeBoqa YH TyMaHHTapHoro HH-Ta HAY; PasyMoecKan B.A., Kaqq. (pHjian. HayK, npodp. Kaapeapbi nenoBoro HHocTpaHHoro K3bIKa HH-Ta 3KOHOMHKH, wpaBjieHira H npHpoflonojiB30BaHHa CnoHpcKoro (peflepanbHoro yHHBepcHTera, pyKOBOflnrejib KpacHoapcKoro perHOHajibHoro oxoeneHHa CoKwa nepeBoqHHKOB POCCHH

PeKOMendoeaHO do dpyxy euenoio padoio Haeuajibno-nayKoeozo ryManimapnozo incmumymy HauionanbHozo aeiauiunozo ynieepcumemy (npomonon Ns 1 eid 16.03.2016p.)

I S B N 978-617-646-343-6 © KojieKTHB HBTopiii, 2016

© HauioHajibHHH aiii;Hiiiiiniii yiiiBepcHTeT, 2016

Sergei Antonov Minsk, Republic of Belarus

Dealing with Linguistic Variance in Terms of Translation

i in, ui n, variance, also called linguistic variability, that is regional, i ,ii , onlextual differences in the ways that a particular language is

i, i I was always very much in vogue among scholars but professionals „ ,1 ilu- (crests lo linguistic variation during the last third of the 20th

\ in be rewarded with impressive interdisciplinary strides of a mil, uture.

, ih, rise of sociolinguistics in the 1960s, interest in linguistic mill,,n has developed rapidly. Now we realize that variation, far from

I ,, |„ riphcrul and inconsequential, is a vital part of ordinary linguistic i„ IIIMIIUI What is more, all aspects of language (including phonemes, imirplli ni, . syntactic structures, and meanings) are subject to variation.

Ilowi VI i only lew studies addressed the issue of how variation and I grammatical and lexical variance in particular, link with inter-

II ,i • ,,i inieution through a process of translation, a translator and a i, ni ni ,i Irunslation by studying and analyzing the pragmatic influence

i mini I in,HI on a recipient, its communicative effect as well as methods M i ,i i,n .1, hicving ibis.

Mi, re ll a paradoxical situation. Linguistic variation is central to the i.i.i, ni language use. In fact it is impossible to study the language forms

n ,i in n.ihiiul texts without being confronted with the issue of linguistic H i ibllity. Variability is inherent in human language: a single speaker will

M , dlli'crcnl linguistic forms on different occasions, and different speakers i i i nape will express the same meanings using different forms. Most

,.i iin .malum is highly systematic: speakers of a language make choices a. pronunciation, morphology, word choice, and grammar depending on a iiittiilMI (il non-linguistic factors. These factors include the speaker's purpose in communication, the relationship between speaker and hearer, the production circumstances, and various demographic affiliations that a p. ukci cuii have.

I be fuel that variation is thus free does not imply that it is totally Unpredictable, but only that no grammatical principles govern the distribution of variants. Nevertheless, a wide range of extra-grammatical l.i, lois may affect the choice of one variant over the other, including HI lolinguistic variables (such as gender, age, and class), and performance

(.limbics (such as speech style and tempo). Perhaps the most important

AonojiiiHiejibiibiii AOBOA: gngaKTHKa nepcBoga 4 nnin no m i >• KpoMe Toro, o6oco6neHne Hayxn o nepeBOge HeBepoaTiio naaoui n

TaKOM npuKJiaitHOM acneKTe, KaK gngaKTHKa nepeBoga, KOIO| HeoGxoflHMO coBepuieHHO neTKO n ogH03HaHHO OTgejiHTb, oropi OTpe3aTb OT jiHHrBOflHAaKTHKH. B POCCHH (no KpauHeii Mepc, n Poi HAH: yBbi, B POCCHH) ocTpoTy npoGneMbi Hejib3H HeAOoneHHBaTb.

Bee 3TO cnegCTBHe jiHHrBou,eHTpH3Ma, npegCTaBgeHHa o nepenogi ' II o cisieHe Koga, o nogCTaHOBKe «3KBHBajieHTOB». Pe3yjibTar gonu i pa3pyujHTeneH. PI a Mory JIHUIB nognHcaTbca nog cnegyiomHMH CJIO H.K. TapboBCKoro: «pa3MemeHHe gngaKTHKH nepeBoga B JIOIIC inn AHgaKTHKH aBiiaeTCH He MeHbuiHM 3a6ay>KAeHHeM, HUM oupc gi n inn HayKH o nepeBone KaK npHKgagHOH OTpacnn AHHrBHCTHKH» [16, c. 411.

K coacaAeHHK), npHAeTca OTMeTHTb, HTO gHgaKTHKa nepeBoga OTCTaeT OT pa3BHTHa nepeBOgoBegHecKOH MMCAH H OT peaAbHon npuKiHI H H6O AO CHX nop He ocBo6oAHAacb OT «BnepaiuHero» (B TepMiuio >K.-P. JlaAMHpajia [17, c. 7-10]) nogxoga, ocHOBaHHoro Ha conocininn nun a3biKOB. HeKOTopbie TaKne pyAHMeHTbi AHHrBO- H TeKCToueHTpmn. i MbiuiaeHHa B AHAaKTHKe nepeBOAa, yBbi, Bee eiiie BbirjiaAax ogim CTHTMaTaMH npouiAoro.

rj,HAaKTHKe nepeBOAa CAegyeT AorHaTb B STOM oTHomeHHH conpi Hyio TeopHK) H npaKTHKy nepeBOAa.

JlHTepaTypa 1. BapxyAapoB JI.C. >T3biK H nepeBOA (Bonpocbi o6peS H nacTHoii reopHM nepeBOAa). -M.: <Mex<AyHap. OTHomeHHa», 1975. -240 c. 2. KoMHccapcm 1111 Teopna nepeBoga (JlHHTBHCTHnecKHe acneKTbi). M.: BMCUI. HIK„ 1990 253 c. 3. JlnHrBHCTHKa // BHKHnegHa [DgeKTpoHHbiH pecypc|. HP I https://ru.wikipedia.org/wiki/%D0%9B%D0%B8%D0%BD%D0%B3"„l MI %B2%D0%B8%D1%81%D1%82%D0%B8%D0%BA%D0%B0. 4. MiuuumlMi jT3HK03HaHHe // JlHHrBHCTHHeCKHH 3HHHKAOneAHHeCKHH CAOBapb / 1'JI. pi i B.H. ihpueBa - M.: COB. aHHHKAonegHa, 1990. - C. 618-622. 5. Mum.up BeAopyneB P.K. 06maa Teopna nepeBOAa H ycTHbin nepeBOA- M BoeHH3AaT, 1980. - 237 c. 6. IIlBeimep A.7I. Teopna nepeBOAa: ci i npoGaeMbi, acneKTbi. - M.: HayKa, 1988. - 280 c. 7. IIlBenncp A l MeacAHCunnAHHapHbin cTaTyc Teopnn nepeBOAa // TeTpaAn nepcuoinin > Bbin. 24 / noA peA. CO. ToHnapeHKO. - M.: MTJIY, 1999. - C. 20 11 8. Tap6oBCKHH H.K. Teopna nepeBOAa: YneSHHK. 2-e H3A- - M.: Hig 10 MOCK. yH-Ta, 2007. - 544 c. 9. KoMHecapoB B.H. JlnHrBHCTnnecKoc nepi BOAOBeAeHne B POCCHH. Yne6Hoe nocoone. - M.: 3TC, 2002. - IX I i 10. Snell-Hornby M. The Turns of Translation Studies: New paradigm. 01 shifting viewpoints? - Amsterdam/Philadelphia: John Benjamins Publislnnr Company, 2006. - xi + 205 p. - (Benjamins Translation Library, v. 66} 11. Translation Studies: An Interdiscipline. Selected papers from ih> Translation Studies Congress, Vienna, 1992 / Edited by Mary Snell-1 lornb)

402

Franz Pochhacker and Klaus Kaindl. - Amsterdam/Philadelphia: John Benjamins Publishing Company, 1994. - 438 p. 12. Gabet D. La traduction: discipline ou interdiscipline? // Enseignement de la traduction ct traduction dans l'enseignement / Sous la direction de Jean Delisle ct Hannelore Lee Jahnke. - Ottawa: Les Presses de l'Universite d'Ottawa, 1998. - P. 107-114. 13. Munday J. Introducing Translation Studies: Theories and Applications 2nd ed. - Abingdon / New York: Routledge, 2008. - x v + 236 p. 14. Gile 1). Translation research versus interpreting research: kinship, differences and prospects for partnership // Translation Research and Interpreting Research: Traditions, Gaps and Synergies / Christina Schaffner (ed.). - Clevedon: Multilingual Matters, 2004. - Pp. 10-34.15. Gile D. L'interdisciplinarite en traductologie: une optique scientometrique // Interdisciplinarite en traduction. Actes du l ie Colloque International sur la Traduction organise par l'Universite Technique de Yildiz. / Oztiirk Kasar (dir). - Vol. II. Istanbul: Isis, 2006. - P. 23-37. 16. Tap6oBCKHH H.K. CeMb BonpocoB gHgaKTHKH nepeBoga HAH scopos-gHgaKTHKa nepeBognecKOH geaTenbHocTH // BecTHHK MocKOBCKoro yHHBepcHTeTa. Cep. 22. Teopna nepeBOAa. Na 4. - M.: H3g-BO MOCKOBCKOTO yHHBepcHTeTa, 2012. - C. 36-54. 17. Ladmiral J.-R. Sur le discours meta-traductif de la traductologie // Meta : journal des traducteurs / Meta: Translators' Journal, vol. 55, n° 1, 2010a. - P . 4-14.

Caimjiaua lllypjua M. Kui«, yKpaiiid

Again anisi npu uig'i Bopeiuii aiiiJiOMOBiuix luy.ibi HMC'giiiiinx peKJiaMiiiix iioiugoM.'ieiib vKpaiucbKOio

CboroAHi peKAaxia 3anMae BaacnHBe Micue y Manixe Bcix cqfepax BnpoGHHUTBa Ta nocayr. 3aBgaKH iHHOBaninHHM TexHOAoriaM, peKAaxia exenAyaTye pi3HOMaHrrra dpopM, mo, CBOCKD neproio, e OAHHM 3 (paKTopiB, aKHH o6yMOBAioe u mnpoKe 3acTocyBaHna B Mac MeAia, a if rami BapiioioTbca Big KOMepuinHo'i go coniaAbHo'i. 51K OAHH i3 3aco6iB nomnpeHHa iHCpopMani'i, peKAaMa po3rnagaeTbca HK opopMa KOMyniKani'i, CKAagoBa nacTHHa MapKeTHHry i 3aci6 nonyAapn3ani"i TOBapy, ige'i, nocayrn. /J/ocAigHHKH peKAaMn (T. nonennoB, O. Mopo30B, C. UIy6iH, JJpK. JfeBic Ta iH.) TaKoac 3a3HanaioTb, mo BOHa CTana HacraHOio 3araAbHOAK3ACbKoi KyAbTypn.

PoAb peKAaMn Ta if KaniTarii3ania o6yMOBnnn niAnn norix po3BigoK 3 no3Hnin MapxeTHHry (E. Pahc, JJTK. TpayT Ta iH.), ceMiornKn (T.T. nonenuoB, P. BapT, JJJK. BiKHeA Ta iH.), KorHiTHBiCTHKH (fl?K. JlaKodfip, H. OopcBiAA, M. HaHri3i Ta iH.), KyAbTyponorii (l'.M. MaK-JIioeH, H.M. TpnmoTa Ta iH.) Ta AmrBicTHKH (K. BoBe, B.l. OxpiMeHKO, H.T. TyMeHioK Ta iH.). 3ararioM, MOB03HaBni gocjiiggceiiiia peKJiaMHoro

403

ancxypcy e Haa3BHuaftH0 npoayxxHBHHMH. TaK, peKjiaMiii XCKI IH aocaiaacyroTb y Taxrac acneKxax: xexcxoaoriuHOMy, nparMaaiHrBicrir nCHXOJliHrBicXHHHOMy, (pOHeXHHHOMy, JieKCHBHOMy, MOpd)OJK)l i cHHxaKCHHHOMy xa cxpyKxypHo-ceMaHXHHHOMy i, 3BicHO, nepeKJia/uvniHM HOMy. HayxoBpi droxycyroxb yBary nepeBaamo Ha Bep6anbHOMy odropM m peiaiaMHHx xexcxiB anoMa MOBaMH, npoxe peicnaMHi POJIHKH y cyxymroi 11 i 03Hax xa ocodjiHBOCxi i'x nepexaaaaHHa 3aaHiuaroxbca Mano BHBueHHMii.

PeicjiaMHHH BifleopojiHK a6o MyabXHMoaaabHHft xnn pexaaMH [1, c, I i| BH3HaHaroxb ax xpeoai30BaHHft xexcx, axHft noenHye B co6i BepGaabii) i HeBepdajibHy ceMioxHHHi cncxeiviH [2, c. 8]. ripn nbOMy, Bi3yajn. I eaeMeHx npeacxaBaae CO6OBO xopoxxuft croarex a6o 3acxaBKy, My 3H1UIHM cynpoBin, BHKOHye pojib (BOHOBOI cxaaaoBo'f, a BepGaabHa nnpopMaina Mill nixxy cxpyxxypy: pexaaMHuft xexcx, nip cynpoBoaarye Bi3yanbHHft pun na3Ba GpeHay xa caoraH. 3a3BHuaft poanxH Maroxb xpHBaaicxb Bin HI i" 120 cexyHfl xa BHKOHyroxb ocHOBHy nparMaxHHHy dpyHxniro - cxHMyino exbca npoaaac xoBapiB / nocayr opraHi3anii a6o npocyBaexbca xopiropi XHBHHH GpeHa [3].

OcoGaHBicxro MyabXHMeaiftHo'i pexaaMH e xe, mo B npoueci nepcKi.ii', peKaaMHHx BiaeopoanxiB nepexaaaan a6o pexaaMicx-aoxaai3axop BHpiinu He xiabKH aiHrBicxHHHi 3aBaaHHa i npoGaeMH nepexaaay, a ft npo6jicMii aaanxaqii BCIX eaeMeHxiB noBiaoMaeHHa ao piBHa aerxoro i HCBIIMY uieHoro cnpHHMaxHca aynnxopiero uinbOBoi xyabxypn [4, c. 8].

Ilia uac BiaxBopeHHa noBiaoMaeHb pexaaMHHx poanxiB nepexjiaflM cxHxaexbca 3 xaxHMH xpyaHOuxaMH: (1) pi3HHua y (BOHOBHX 3Hanna\ pexaaMicxiB xa raaaanbxo'i ayanxopii'. HanpHxaaa, aeaxi poanxn pexjiaMn McDonald's xa Coca Cola 6yao cxBopeHi BHxarouHo jxm yxpaiHci.Kcn ayanxopii, xa BOHH He Maroxb aHaaoriB jpm aMepHxaHCbxoro raaaana, \ xoft nac, ax pexaaMa Pandora xa Nike - 3po3yMiai, Hepe3 xe, mo anearoio i1. ao 3araabHoaroacbXHx nparHeHb i umHocTeft: xpacn, 3aopoB'a xa nxacTJI (2) piBeHb cxepeoxHnHocxi cxHaicxHHHHx npnftoMiB pexaaMHoro xexc i v opHriHaay i nepexaaay. Hanpnxaaa, y poanxy Jakobs «xpn B oaHOMy» BHXopHCxoByexbca caoraH JJpaiieoea eidnycmKa. B yxpaiHCbxOMy Bapiann aBxopH BHXopHCxoByroxb po3MOBHe i aocHXb nonyaapHe B pexaaMiciin caoBoenoayaeHHa dpaiteoeuu + iMeHHHX. CaoBO dpaueoeuu 3ano3Hueno ] aHraiftcbxo'i MOBH i ftoro BacHBaHHa 3acMiaye yxpai'HCbxy MOBy, npoxc, a iHuioro 6oxy, BOHO Mae npxyaoxHft excnpecHBHHft noxeHpiaa i xoMy £ xaxHM nouiHpeHHM. KpiM xoro, Biaeopaa, ae poGixHHXH oqbicy 36Hpaioxi. orpicm Ba30HH aaa cxBopeHHa axMocdpepH BianycxxH xa xixaroxb ifta HaaaabcxBa a6n BHHHXH xaBH, e aocnxb xunoBoro CHxyaniero. (3) HeoGxia-Hicxb 36epe>xeHHa 3B'a3xy Mia< pexaaMHHM xexcxoM i My3HUHHM in Bi3yaabHHM paaoM. 3anopyxa Baanoi' pexaaMH - y cniBBiaHeceHHi xexciy

pexaaMH xa cpoHOBo'i xapxHHXH. HanpHxaaa, y nepexaaai pexaaMH Pepsi, repoaMH axoi' e Moaoai HIOHH, uxo cxBoproroxb MOHxaac Biaeo 3i CKJ1XHKOIO Pepsi, caoraH 3ByHHXb B yxpamcbKOMy BapiaHxi CneKa, max i Main. MoMy caMe aaa yxpai'HCbxo'i ayanxopii' 6yao BHpiuieHo BHKOpHCTOByBaTM uiaxMaxHy aexcHxy, axa 30BciM He BianoBiaae 3Micxy pojinxa, BEDKKO cxa3axH, MoacHHBo, ne noB'a3aHO i3 xpoHOMexpaaceM pouwxa, npoxc TOHHO MoxxHa 3a3HauHXH, mo aaa Hamo'i ayanxopii caoBOcnoayueHHa max i Mam e, Mabyxb, 6iabui 3po3yMiaHM, mac aaa aMepHxaHCbxoro 3araay.

Hxnxp po3yMira aaexBaxHHft nepexaaa ax nepexaaa, 3aiftcHeHHft Ha piBHi, BianoBiaHOMy aaa nepeaani He3MiHHoro 3Micxy opHriHaay 3a yMOBH aoxpHMaHHa HopM niabOBoi' MOBH, XO HaBpaa HH Moxeaa 3acxocoByBaxH ne noHaxxa nia uac po3raaay nepexaaaifi poanxiB, aaace noaexyan 3MiHH, axnx 3a3HaK»xb BHxiaHi noBiaoMaeHHa nia aae noxanisani'i, e aocnxb 3HauHHMH. ToMy, Ha Hamy ayMxy, caia roBopHXH npo nparMaxromy aaanxaniro, a6o xaxi 3MiHH, mo BHoeaxbca nepexaaaaueM 3 MexoK) 36epeaceHHa KOMyHixaxHBHo'i apyHxu,i'i opHriHaaa. Taxnft niaxia BHMarae He aHuxe nepexBopeHHa BepOaabHoro oopopMaeHHa xexcxy, aae i npnBeaeHHa ftoro y BianoBiaHicTb ao cxepeoxuniB HH xpaanuifi xyabxypu uiabOBo'i MOBH. HeoGxiamcxb BwGopy (paxxiB i noaift, noB'x3aHHx 3 xyabxypoio uuiiOBOi MOBH, pi3HHMH HauiOHajIbHHMH 3BHHaaMH i Ha3BaMH, a TBK09K BiaMiHHoexaMH rpH caiB, ryMopy xa npepeaeHXHux iMcn 3yMOBJlK>e Baa<aHBicxb xponixxoi' poGoxH 3 6oxy nepexaaaana. OaiiHM is iipiiKiiaaiu xaxo'f aaanxauii' e GpeHa Mr. Clean, HXHH Ha nocx-paaancbxoMy npociopi nepexBopHBca Ha Mr. Proper. HHM 3yMOBaeHa xaxa 3Mma, Baacxo noBCHHI H, aae oueBHaHO Mapxexoaorn xa pexaaMicxu BHpiiUHuu, mo caMc uxj naiiia cnpHHXHMe Giaxmift nonyaapHocxi xoBapy. Taxo>x noBHicxio 3MiiiHBCH caoraH: When it comes to clean there's only one Mr. - 3 Micmep Uponep eecenime, npudupamu edeini meudme. -Hxbup aaa aMepHxaHCbxo'i aoMO-rocnoaapxn anceHxeabMeHcbxi axocxi xa cexcyaabHicxb MyabxamHoro repoa 6yaH BHHeceHi Ha nepmnft naaH, xo aua yxpai'HCbXHx aciHox axneHx Gyao nepeHeeeHO Ha mBuaxiexb xa 3pyuHicxb npuGHpaHHa. OHeBHaHO, ne noacHboexbca cxepeoxHnaMH yxpai'Hox, aaa axnx npH6npaHHa no36aBaeHe

cexcyaabHocxi. Hxmo y (pparMeHxi BHme ftmaoca npo noBHy aaanxaniio caoraHa, xo

xexcx pexaaMHo'i xaMnami Bicxi flacoHi Yoxep - taste life yxpaiHCbxoro MOBoro GyB nepexnaaeHHft ax )Kueu, iuo6 6yno iuo npuzadamu. CnocxepiraeMO uacxxOBy aaanxaniro y nepexaaai, mo Moxna noacmim XHM (paxxoM, mo aaa yxpaiHCbxoro raaaaua cxaaHft BHpa3 «aGn 6yao mo npnraaaxH», axnft nacxo MoacHa noGannTH B coniaabimx Mcpoxax, ( Giai.m cxepeoxnnHHM, ocoGaHBO npn BnGopi cnocoGy npoBeacima aomijuia.

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y BHna/iKax qacxKOBoi a/ianxaiii'i" BH/iinaeMo noBiaoMaeHmi, y MXH\ xaxa a/ianxania 6yna 3acxocoBaHa ao Bcix BepbajibHHX ejieivieHxiB, xa 11, \ HKHX aacxKOBoi aaanxauii 3a3HanH annie aeaxi nacxHHH CBOBecHom o(popMneHHa. HanpHxaaa, y pexaaMi 6pHXBH Gilette 3a3HaB 3M1H JIHHK-caoraH, xo/ii ax xexcx pexaaMHoro noBi/ioMJieHHa byjio nepe/iaim MaxcHManbHO 6jiH3bKO /io opHriHajiy. y caoraHi ac Gilette - The best a man can get B yxpamcbKOMy nepeKJia/ii Bxpaaaexbca pHMa, aKa e OCHOBOIO xBep/iiKeHHa, a xaxoix 3MiHioexbca HacxaHOBa can get ao BHIIIOFO cxynciui y3araabHeHHa: JJoKiuiem. HaiiKpawe dnn Honoeime. Y peKjiaMi Orbit i i EUIXOHOM KaxaepoM 3Mm 3a3HajiH npaxxHHHo Bci eaeMeHTH pexnaMiioio xeKcxy, a caoraH 3a paxyHOK aerKocxi Moro Bi/iXBopeHHa 6yao nepeaano noBHHM Bi/niOBiaHHKOM. HanpHKaa/i, KycoK niun B opHriHaabHOMy ponnxy TOBOpHXb i3 3HaHHHM ixajHHCbKHM aKHeHXOM i BHKOpHCXaHHaM iHDJO-MOBHHX caiB ixaaiScbKoro noxo/iaceHHa: Take it, amore, take it yKpaiHCbKoio niiia roBopHXb 3Ba6aHBHM roaocoM, aae Maftace 6c i nocHaaHb Ha ixaaiiicbKe noxonaceHHa: Idu aodu, noxanuu, idu cmdu. Mo>i<eMo no6aHHXH, ino nii/a i3 opHriHaabHoro poaHKa 3anpomye repon CKyiJixyBaxH 'ii, xo/ii aK B yxpaiHCbxoMy nepexaaai npocxo ni/i3HBae ao ce6e. CaoraH Orbit, Ha npoxHBary peuixi xexcxy, cxaaaaexbca ii HOMinaxHBHHx onHOCKaaHHHx peaeHb, a xoMy aerxo BiaxBopioexbca: Eat. Drink. Chew. Extra - lotc. TIuu. TKyu Op6im. EaHHe, aoro xopxHyaHoi 3MiHH - u,e HaaBa 6peH/ioBoro npoayxxy.

Iu/e oflHy He3HaaHy rpyny poaHKiB cxaHOBaaxb xaxi, axi He 3a3Hajin 3MiH, xo6xo pexaaMHHH xexcx 3aaHuiHBca MOBOIO opHrmany. npHxaa/iOM xaxoro ponnxy e pexaaMa Chanel Coco Mademoiselle, a,e aHraoMOBHHii xexcx pexaaMHoro noBi/ioMaeHHa 3aaHmHBca 6e3 3M1H. 3a3BHHali Bi/icyxHicxb aaanxauii 3acxocoByexbca no aByaioBi3yanbHoi pexaaMH, B ocHOBy cxwxexy axoi noxnaaeHHH B3HaBaHHti xix. Tyx BH/iaexbca, mo pexaaMicxH Biauaioxb nepeBary 36epeaceHHK» xixa, mxc nepeaani iioro 3Micxy aaa niabOBOi ayanxopii. OCHOBHHH axiieHx po6nTbca Ha Bi3yaabHHii paa, axHH poGnxb icxopixo caM03po3yMiaoio. Ha acaab, B xaxoMy BHnaaxy Bxpanaexbca niHTBicxHHHHH noxeHiiiaa pexaaMHoro noBiaoMaeHHa. 3a3BHnaii xaxHii niaxia BHKopHcxoByioxb pexaaMic™ ao mHpoxo y3HaBaHHx OpeHaiB ceraeHxy aaxmepi.

nia6HBaiOHH niacyMox, Bapxo 3a3HaHHXH, uao nepexaaaani ao6Hpaioxb cxpaxerii nepexaaay xexcxoBHx noBiaoMaeHb pexaaMHHx poanxiB 3aaeacHo Bia xnny pexaaMH, ayanxopii, Ha axy BiH opieHxoBaHHH, xa xyabxypHHx ocoOaHBoexefi uinbOBo'i MOBH. 3araaoM, y nepexaaaax nepeBaacae nacxxoBa aaanxania xexcxiB, npoxe xaxoar 3acxocoByioxb noBHy xa «HyabOBy» aaanxaiiiio.

JliTepaTypa 1. nymxap O.I. 3acaan MyabXHMeaiftHoro BHaaBHHiixBa / O.I. llyniKap // CynacHi xexHoaori'i eaexxpoHHHx MyaxHMeaifiHHx BH/iaiib: MOHorpadnn / n i a pea. O.I. nymxapa. - XapxiB: Bfl «IH>KEK», 2011. - C. 10 10 2.AHHCHMOBa E.E. JlHHrBHCXHxa xexcxa H MeacxyabxypHaa KOMMyHHKaUHJl (Ha Maxepnaae xpeoaH30BaHHbix xexcxoB): yneSHoe IIOCOGHC ami cxyaeHTOB ooaxyabxexoB HHOCxpaHHbix HBHXOB By30B / E.E. AiiHCHMOBa. -M.: AxaaeMHH, 2003. - 128 c. 3. >i3biK pexaaMbi: [OaexxpoH. pecypc]. -POKHM aocxyna: http://evartist.narod.ru/textl2/16.htm. 4. Mopo30B A.IO. Bbipa3HxeabHbie B03Moa<HocxH pexaaMHoro xexcxa (Ha MaxepHaae aMepHxaHcxoH pexaaMbi): aBxopeaS. anc. Ha coHcxaHiie yn. cxen. xaHa. (pHnon. Hayx: 10.02.04 - repMaHcxne A3HKH / Aaexceft KJpbeBHu Mopo30B. -MocxBa, 2001. - 2 2 c.

HamcuibH K>3e<poeun z. Xa6apoecK, Poccuucxan 0edepaifiix

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C oaHoh cxopoHbi, oxpaaHO, HXO By3bi xax nyxxo pearupyiox na xpeboBaHHa rao6aabHOH 3XOHOMHXH, Ha noxpebHocxH Moaoawx moaen, BbiGnpaiouiHx nepeBoanecxyio aeaxeabHoexb B xanecxBe CBoeft npocpeccHH. By3bi oxxBHKHynHCb Ha noxpe6HocxH pbmxa, pa3pa6axbiBaa Mexoaoaormo npenoaaBaHHa, npoabeccHorpaMMy nepeBoaHuxa, Bbiaeaaa xax npnopH-xexHbie KOMMyHHKaxHBHbie xoMnexeHHHH, BHCOKHH ypoBeHb BaaaeHHa poaHHM 33HKOM H He MeHee aByMfl HHOCXpaHHHMH, COeaHHeHHe aHHrBH-cxHuecxoH H couHOxyabxypHOH xoMnexeHHHH.

C apyroft cxopoHbi, oaHaxo, He MOixex He HacxopaacHBaxb TOX rpaxx, HXO H cxyaeHXH, H B paae caynaeB caMH npenoaaBaxean HMeiox BecbMa npH6aH3HxeabHoe npeacxaBaeHHe o XOM, xaxne HaBbixn HyacHbi nepeBoa-HHxy, xax CMoaeanpoBaxb peaabHyho nepeBoanecxyK) cnxyaumo, tlOHHMafl npn 3XOM 3HaHHe H3bixa (aexcHKOHa, rpaMMaxHKH H np.) xax IOIOBIIOCII. X npodpeccHOHaabHoS aeaxeabHoexH. Hepeaxo npenoaaBaxcjin atbixa nc paaaHHaiox nepeBoa xax opopMy xoHxpoaa H nepciioa xax

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