UDC

81′272:130.2

Authors

Evgeniya V. Kuznetsova
The University of Management TISBI; ul. Tatarstan 10, Naberezhnye Chelny, 423825, Russian Federation; e-mail: kuznetzova.evgeniya2012@yandex.ru
Gul’chachak R. Patenko
Branch in Naberezhnye Chelny, Kazan (Volga Region) Federal University; ul. Akademika Rubanenko 10, Naberezhnye Chelny, 423800, Russian Federation; e-mail: gpatenko@mail.ru

Abstract

Due to globalization and intensifying communication and information interchange, functional languages begin to play a significant role in contemporary society. The language of advertising is considered to be a functional language. However, it is not only a system of certain stylistic features, as some philologists believe, but a language for special purposes, which performs all the functions of a language. Researchers distinguish some specific features of languages for special purposes. Firstly, they are based on ethnic languages and have the same phonetic and morphological systems. Secondly, languages for specific purposes from one sphere of use but of different origin are very close to each other. Thirdly, one and the same language for special purposes can have several stylistic layers. The authors examine special features of the language of advertising as one of the functional languages and analyse separate linguistic elements of promotional texts on the lexical, semantic, phonetic, graphic, phraseological, and syntactic levels. The analysis is illustrated by examples from Russian mass media at the local, regional, and federal levels. The authors point out that when we translate promotional texts from one language into another, it is not just translation and transposition that take place. The addressee needs to understand not only the main meaning of the message, but also all its shades, including extralinguistic ones. The results of this research can be used in other studies on advertising and in the process of teaching students to translate from Russian into English and from English into Russian.

Keywords

language of advertising, functional language, language for special purposes, communication interchange, intercultural communication

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