Translation issues at the syntactic level of English and Chinese advertising texts to the Russian language
https://doi.org/10.21869/2223-151X-2025-15-4-8-19
Abstract
The article is devoted to the analysis of the thematic structure of the advertising text in the aspect of translation. The development of international relations actively promotes the entry of companies into foreign markets. In this regard, there is a need to spread information about goods and services to stimulate consumer demand among audiences who do not speak a foreign language. For this reason, there is a need for translation of various advertising texts.
The purpose of the research is to study the peculiarities of translation of advertising texts taking into account the preservation of the semantic center of the original unit. The subject of the study is the thematic structure of the advertising text in English and Chinese and its correct interpretation when translating into Russian.
Methods. The method of theoretical analysis of scientific literature on the problem under study, the descriptive method, and the method of continuous sampling were used in the work on the article. The advertising text in English and Chinese and its translation into Russian were subjected to the analysis.
As a result of the study, the main ways of conveying the rhema in English, Chinese and Russian were identified; the authors proposed their own variants of translation taking into account the thematic structure of the original statement and determined the most popular ways of highlighting its semantic center.
Conclusion. The relevance of the research is explained by the increased interest in advertising discourse in linguistics, as well as the little studied translations of Chinese advertising texts into Russian observing its correct thematic structure.
About the Authors
T. S. Shikina
National Research Ogarev Mordovia State University
Russian Federation
Russian Federation
Tatiana S. Shikina, Candidate of Sciences (Philosophical), Associate Professor of the Department of Linguistic Theory and Translation
68, Bolshevistskaya Str., Saransk 430005, Republic of Mordovia
A. V. Prynzina
National Research Ogarev Mordovia State University
Russian Federation
Russian Federation
Alena V. Prynzina, Master's Student in Translation Studies and Translation Practice (Romano-Germanic Languages)
68, Bolshevistskaya Str., Saransk 430005, Republic of Mordovia
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Review
For citations:
Shikina T.S., Prynzina A.V. Translation issues at the syntactic level of English and Chinese advertising texts to the Russian language. Proceedings of the Southwest State University. Series: Linguistics and Pedagogy. 2025;15(4):8-19. (In Russ.) https://doi.org/10.21869/2223-151X-2025-15-4-8-19
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