THE USAGE OF STYLISTIC MEANS AND DEVICES IN ENGLISH ADVERTISING SLOGANS AND PROBLEMS OF THEIR TRANSLATION

• Main Author: К. О. Новікова
• Format: Article
• Language: deu
• Published: Odessa I. I. Mechnykov National University 2016-09-01
• Series: Записки з романо-германської філології
• Subjects: стилістична фігура; троп; рекламний слоган; переклад
• Online Access: http://rgnotes.onu.edu.ua/article/view/78692

The present article deals with the analysis of stylistic means and devices usage in English advertising slogans. The functional aspect of stylistic devices usage and the problems of their translation are stated. Stylistic means are those phonetic, graphical, morphemic, lexical and syntactical forms which exist in language as a system for the purpose of logical and emotional intensification of the utterance. They are widely used in English advertising slogans in order to enhance the impact on consumers and stimulate the product demand. The phonetic expressive means such as onomatopoeia, alliteration, assonance, rhyme are mainly used in radio advertising. Such stylistic devices as epithet, simile, metaphor, hyperbole, different types of repetition can be found almost in every single advertising slogan. They make them more expressive, vivid, colourful, memorable and attention-getting. But at the same time stylistic means and devices usage complicates the process of advertising slogans translation and considerably influences the choice of vocabulary units in target language as the translator has to choose lexical items with the equivalent meaning and retain the stylistic effect.