SOCIOLINGUISTIC ASPECTS IN TRANSLATING OF ADVERTISING
MEDIA DISCOURSE
This research examined the way of translating advertising texts based on sociolinguistic aspects and the usage of media discourse in society.The presentresearch mainly focused on the use of media discourse texts in advertisement and the sociolinguistics features of their translations that cause effect on customers when making a purchase of a product or service. It has been established that the translation of advertising texts is based on its social orientation, which helps to reflect the ideology of Metalanguage and the reproduction of advertising media discourse. The research was conducted on different online advertising products in the social network. The findings illustrate various sociolinguistic aspects of translation of media texts that manipulate people. Media discourse texts and their translation endorse an ideal lifestyle and manage spectators or readers to believe in advertised good is indeed true.It was revealed that the texts of the advertising media discourse are used and translated taking into account the social realia of both the source and target text, which is aimed at increasing the communicative and financial effectiveness of advertising.
Key words: sociolinguistic aspects, media discourse, sociolect, dialect, medialect, individualism, collectivism, translating advertising texts.
INTRODUCTION
Modernlife leads mankind to interact despite the distance whether they are far from each other or stay nearby. It all happens thanks to the Internet where individuals realize all their necessities beginning with searching for some information and ending with purchasing something. Communicants interact even being multicultural and the language difference is not the obstacle. It can be challenge for a translator. According to V.I. Shchadrin, “The translators that do not take into consideration the cultural aspects as the dominants might have problems in expressive means of target language variations apart from correctness of the speech. What is meant here is about translating sociolects and dialects. Despite that both terms have in its content suffix ‘lect’ dialects usually are defined as speech manner typical to the group of people living in definite region, but sociolect characterizes the speech of native speakers combined by social interests, status, profession etc. These two notions are equal if we accept the fact that in many countries dialects are usually used in low class population of the region and middle class population that live in the same area use national sociolect” [1, 213] (author`s translation). Further V.I. Shchadrin considers the slang and texts of sociolinguistic levels as hard-to-translate aspects of translation.Therefore Eugene A. Nida explains sociolinguistics as a phenomena that studies language according to its levels or register, competition between dialects and between languages, the growth and death of languages, the roles of jargons, slang, and verbal innovations, gender differences, and the abuse of language, especially by advertisers and politicians [2, 44].The following idea of the western scientist Eugene A. Nida also describes sociolinguistic levels as hard-to-translate, it is shown in his following words– “The crucial problems of effective interlingua communication are not primarily linguistic, but sociolinguistic, because it is in the blend of language and culture, of words and concepts, and of semantics and pragmatics that the real significance of translation and interpretation can be best understood and the principles of sociolinguistics can be most usefully employed” [2, 50].
MAINPART
By the way, multicultural people of different continent get contact via social networks. One of the interesting facts is the usage of media discourse in society. Topicalityoftheresearchistodefine sociolinguistic aspects and media discourse in society. The aim of the article is to prove the usage of media discourse texts in advertisement and their translations cause immense effect on customers. Research subject is different online advertising products in the social network and their translations from English into Russian. The indicated texts served as the basis for the actual research material.The main research methods were the comparative analysis method; method of onomasiology, cognitive, interpretative and contextual analysis.Whether the sociolinguistic aspects
– dialects and sociolectinfluence on accepting the information properly. Moreover the notion – ‘medialect’should be taken into account in the sphere of media as one of the sociolinguistic aspect. Today’s reality is that people too much involved in media. Despite the different type of professions people share some creative ideas, repost them sharing with the audience behind the screen, comment them or give some pieces of advice, in some cases they might agree or express their disagreement. The form of thoughts might be private – for definite group of people, in another word –‘followers’ or for all publicin the social network.This is the culture of media, the way of people being communicated.A.V. Polonskyidescribes ‘medialect’ as a special form of a language that the aim, objectives and set of features functionin the sphere of media according to people`s experiences
in media. The scientist explains that ‘medialect’ is a combined word of two different languages – ‘media’ is Latin word which means ‘mediator’ and Greek word λεκτος which means
‘conversation’[3, 235] (author`s translation). The author ascertain what makes language different, they are language of Mass Media and language of ‘medialect’. If the aim of the first possesses the audience and not only inform but influence it.The aim of the second is not only to have all these opportunities; it also owns a function of self-presentation.
The peculiarity of ‘medialect’ is that it is fundamentally open to any speech means — commonly used and stylistically labeled, literary and non-literary, accessible to taboo forms.
Medialecthas a rich stylistic resource (including the possibilities of graphics and spelling, vocabulary, morphology, syntax), which involves in its sphere the most diverse layers of the national language, the means of all its functional styles and non-literary forms (territorial dialects, sociolects, vernacular, colloquial speech, slang, jargon) [3, 236] (author`s translation). A.V. Polonskyiexplains differentiation of ‘medialect’ according to its sociological, cultural, language and technological parameters. He providesfollowing examples: medialect of qualitative journalism, medialectof advertisement, medialect of sms-communication, medialect of social networks, medailect of tabloids, medialect of glossy magazine, medialect of orthodox media etc. These medialects are connected to the definite type of media and communities that unite them and which are distinguished by its social, cultural, professional, ideological, age, gender, leisure and other parameters. Authorclarifiespeculiarfunctioningof‘medialect’asitsimmersionintheflowofvisualimagesofvisu alsymbols, infographics [3, 238] (author`stranslation).It is fair enough to mention here video commercials thatdemonstrate an object or idea showing and expressive sending its values and necessity to the audience. First several second are important of the video commercials, because it has to be able to attract people`s attention. Using persuasive words or set of expressions make people consume the product. Appropriate psychological, cultural, lexical transference of the video commercialsfrom one language into another depend on a translator. Translator should studypsychology of a nation, its preferences and values.
G.E. Zborovskyistudying psychological directions of societydivides it according to its sublevels: cultural psychology, group psychology and imitation psychology. These levels deal with the owner of a process occupied a neutral position between society and the individual.Confirming specific peculiarities of psychology of a nation, the scientist in evidence cites statements of Wilhelm Wundt form his work «Psychology of Nations» (1900-1920)thatfeatures of the psychology of different peoples and ethnic groups are connected with the specific manifestations of their «folk spirit» in culture, art, language, myths, customs, mores, habits, etc. [4] (author`s translation).
Except the psychological issues one of the important factors for the translator is transferring cultural specificity of a nation within its habits to people that they could accept it adequately.
A Dutch social psychologist Geert Hofstede developed cultural dimensions theory for the people of different cultures to communicate. The scientist`s model depicts several dimensions, they are power distance index, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance index, long-versus short-term orientation, indulgence versus restrain (last two dimensions in cooperation with Drs Michael H. Bond and Michael Minkov).
All these dimensions are important in cross-cultural communication, especiallyindividualism versus collectivism and masculinity versus femininityare found asimportant issues for translators to take into consideration.
Individualism Versus Collectivism (IDV) refers to the strength of ties that people have to others within their community. A high IDV score indicates weak interpersonal connection among those who are not part of a core “family”. Here people take less responsibility for other`s actions and outcomes. In a collectivist society, however, people are supposed to be loyal to the group to which they belong, and, in exchange, the group will defend their interests. The group itself is normally larger, and people take responsibility for one another`s well-being [5].
For the nations of Central Asia collectivism is important. There aresome proverbs in Kazakh culture which prove the collectivism –“Бірлік болмай, тірлік болмас”that means “if everybody works in unity, they will have good result”; “Ырыс алды – ынтымақ”that means «The first condition of wealth is consent”;»Алтау ала болса, ауыздағы кетеді, төртеу түгел болса, төбедегі келеді» that means “If people are in quarrel they lose a lot of things, if people are in unity they get wealth”. Also there are Russian proverbs that are the evidence of collectivism —
“Всогласномстадеволкнестрашен”that means “If you are united there might not be any obstacles”; “Однапчеланемногомедунатаскает”that means “One person cannot finish any work alone”; “Светнебездобрыхлюдей”that means “There are a lot of kind people that ready to give a hand”.
Masculinity Versus Femininityrefers to the distribution of roles between men and women. In masculine societies, the roles of men and women overlap less, and men are expected to behave assertively. Demonstrating your success, and being strong and fast, is seen as positive characteristics.
Sweden is a very feminine society, according to Hofstede`s model. Here, people focus on managing through discussion, consensus, compromise, and negotiation [5]. The role of male and female in Kazakh culture is a bit different. Even they have equal rights male is found dominant as in family so in society as well. It is according to the national upbringing that finds its expression in the following sayings, proverbs.“Асыл жар – ердің сәулеті”that means “A good wife rises a husband`s reputation”; “Алтын басты әйелден, Бақыр басты еркек артық” that means“No matter what happens, but man`s solutions sound better than woman”; “Еркек — түздің көркі, Әйел — үйдің көркі” that means “Man is a better bread winner and woman is better deals with housework”.
These proverbsare translated from Kazakh into English keeping only its content. Only meanings are transferred, because of cultural peculiarities that belong to only Kazakh or Russian culture. Otherwise it would sound strange in English or it would be just words that do not mean anything. For example: “алтауала” in direct meaning“six different colors or colorful”; “ауыздағы кетеді”in direct meaning“something comes out of mouth”; “төртеутүгел”in direct meaning “All four are together”; “Всогласномстаде”in direct meaning“to be in a friendly herd”;“Однапчеланемногомедунатаскает”in direct meaning“One bee cannot make much honey”; “свет”in direct meaning “light”; “сәулет” in direct meaning“skyscraper”; “aлтын басты әйел”in direct meaning “golden headed woman”; “бақыр басты еркек” in direct meaning“bucket headed man”; “түздің көркі”in direct meaning“beauty of outside”; “үйдің көркі” in direct meaning“beauty of home”.
The most famous trademark in the world “Coca-Cola” make video commercials for the different occasions or celebrations taking into the consideration of people`s category. One of the video commercials of mentioned company is connected with the St. Valentine’s Day in one of the European countries, but named as Valentine`s Bus Stop. From the history everybody knows St.
Valentineas a symbol of “Love”.To attract people`s attention the video commercial is started with pleasurable music and a few seconds depict heart shaped balloons, bows running through the heart, a teddy bear holding the heart, couples hugging and kissing each other. These video elements demonstrate spirit of LOVE, king of the feelings that no one might be indifferent. The video commercial of the mentioned company chooses right way to offer its product for the consumers in possible vigil. These images are the message that sent as a signal of the relationships that everybody desires. “AAHHH… so sweet” this phrase describes also feelings of the people, but not the taste. It can be translated into Kazakh “оо… қандай керемет” or into Russian
“мм…прекрасноечувство”. No word for word translation is accepted here. Becausethe word “sweet”in both target languages is used in describing taste of the candy or food.The following coming phrase is “Unless you are on your own…” with the following images that demonstrate state of lonely people. A man sitting on the bench, girls – one is staying along the street and another is sitting at the Bus Stop. One more woman is sitting outside on the stairs. Then representatives of the company“Coca-Cola”as a Cupidinstalled online screens with the notes on it in Spanish “SI TE GUSTA MUCHO ALGUIEN QUE ESTA A KILOMETROS DE AQUI, DISELO”which means in English “IF YOU REALLY LIKE SOMEONE WHO`S MILES AWAY, TELL THEM SO”.
They are amazed and talk to each other with interest and joke which is found in the following words: “You are the most beautiful girl that I`ve ever seen at a bus stop” – not ordinary case, people seldom expresses their feelings at the bus stop; “Do you say that to all the girls?” – A girl is asking expressing her distrust; “Could there be something between us?” – asks a young man demonstrating his willing to continue the talk or as if asking her for the possible date; she replies “My boyfriend” – ironical answer with joke that between them might be her boyfriend in indirect meaning;then she “If I didn`t have a boyfriend…you are handsome” –the sentence construction in the sentences “if +past simple” and lots of dots “…” that she uses explain him that it is too late to continue their relationship as a couple. But after the pause she supports him describing his appearance that he has all chances to get acquainted easily with many beautiful girls;“I`m handsome?!”wonders the man to be pleasurable; “Yes but…shh!? -Says the girlusing a gesture – non-verbal communication that means to keep it in secret;middle aged man chooses a middle aged woman through the screen and says “I`m an old-fashioned romantic!” – As if he apologizes for his age, but he also has a gentle feelings; a middle aged woman just laughs in response demonstrating her agreement. Then when the time comes to leave otherwise the bus they are waiting arrive, these people turn to passengers.
Their interlocutors use as many repeated verbal communication “Wait, wait!”; “Where are you going?!”; “no, no, no…!” as non-verbal communication like gestures.
There is a case that a man pointing a forefinger to another people shortly saying “Not you!” – chooses another girl. Which might be offensive in Kazakh culture if we translate it “Сіз емес!”. Better to transfer it like asking a neutral person like “Could you say hello to that girl on behalf of me”. It`s rather long of course, but effective. In source language “mine`s Adri” is formed with the possessive pronoun “mine” instead of “My name is Adri” thatmeans in both Kazakh “менің атымАдри”, Russian “менязовутАдри” in target languages to make local people understand. Otherwise “mine`s Adri” is would be accepted like “менікі Адри”in Kazakh and “мой Адри” in Russian. As the name Adri is not of local people, they might understand it like an object that might belong to someone. When they are left, they got upset again demonstrating loneliness,“bowed head”. Further actions the “Coca-Cola”explains in the following way: “But these people wanted more. So we tricked them. They were just one stop away..;)”. People getting into the busat the next neighboring Bust Stopmeet each other again in real life.At the end of the video commercial
“Happiness grows when you share it” the slogan is usedpushing people for kindness.
(Coca-Cola/Bus Stop/Ben Gordon https://www.youtube.com/watch?v=HUvh7M1yxkM). Its translation in Kazakh “Бақытпен бөліскен кезде ғана бақыт еселенеді”– this is a kind of explanatory translation. Kazakh people to accept within its culture it better to use proverb “Ел алғысына бөленген ен бақытқа кенелер”. If to translate from English to Russian
“Счастьеудваиваетсяеслиделитьсяим” or if to give equivalence according to Russian culture it sounds “Счастьемнужноделиться”.
In this “Coca-Cola” video commercial it is noticed two types of media discourse. First, the dialogue between the company and its customers, in other words the video itself and people behind the screen. Media discourse of the first dialogue is in the form typed messagewith accompanied by music and images;Second type of media discourse at the Bus Stopbetween online regime passengers via the screen. Except verbal communication, interlocutors use non-verbal communication as gestures – pointing a forefinger to another people, they wave to attract attention and as a sign of greeting. Moreover,as a medialecthere are used: typed sentences – as to inform spectators what is going round about; indirect onomatopoeia “AAHHH” is usedto express the feelings and “shh!” is used as a sign of secret; “…” lots of dots that mean weather pause or unfinished idea; emoticon 😉 winking at spectators which means that the company “Coca-Cola” played a trick on passengers.
A considerable amount of experimental work dealing with identifying linguistic and cultural features of Kazakhstani people`s was undertaken byparticipants of different nationalities, ages and social status. For the sake of the experiment the video commercial was played. After watching the video people obliged to answer the following questions: -Does the video commercial impress;– Would you do the first attempts; – Would reply if someone appears from the other side of the screen; -How often do you use the beverage?; -Would you use it more after watching the video commercial?
The experiment yields a result which describe mentality and characteristics of not only Kazakh people`s dignity, but whole Asian people as well. There were Kazakhs, Russians, Uighurs, and Uzbeks about 50 people of different professions (teachers, entrepreneurs, and office workers) and students. Most of them answered the questions in English.
Almost all of them were impressed by the video commercial that we can see it on the following phrases: “I think that this random situation gave these people a great mood”; “This video commercial cheer It was joyful and amazing”; “I see only positive sides”; “The video commercial provided me a lot of positive emotions”; “It`s really sweet. It makes me smile”; “It is very nice to see the real emotions of people”; “This video commercial is romantic and funny”.
If the following statements demonstrate they are open to socialize, but they are rather reserved:“If I were one of these people, I wouldn`t welcome them first. And if they welcome me first I`m ready to give that person a great mood”; “If I were one of these people and someone started the conversation first, I would reply without any hesitation”; “I`m not brave enough to start to talk first, but if someone begins to talk to me like in this situation I am open to converse”.
The other sayings show that they are open to socialize, that they are ready to welcome and reply. The answer to the third question as follows: “Getting to know strangers is fun and interesting while waiting for the bus”; “If I were chosen to talk at the Bus Stop, I would be open to talk to them to have the same good impressions”; “Probably I would speak first and meet”; “If I were on their place I would definitely get to know them”.
The last two questions were asked to find out how often people drink it and would there be increase of usage of the demonstrated beverage more after the impact of the video commercial. The following phrases are: “Coca-Cola Company as usual surprises us with its creativity an unusual ideas”; “I like drinking coke by Coca-Cola”; “After this video commercial, I would probably respect the Coca-Cola more even there are another choice of other beverages”; “So cool… I love all Coca-Cola advertisements, it affects psychologically good. My emotions become good. I think,it is the best marketing plan. I like coke but try to drink it seldom due to my health”; “Unfortunately my mom doesn`t allow me to drink this beverage”.
So, the result of the questionnaire shows that everybody was impressed by the video commercial and we see no one is indifferent concerning “feelings”, if it is especially between men and women. If most people understand script in English could express their attitude to the video fully. Some people who participated in our questionnaire do not know the language, neither Spanish nor English. For example: Mira Nurakhmet, 32, office worker: “Экраннан бір-бірін көріп оларда ұнату сезімі пайда болып жатыр. Ұзақ сөйлесіп тұрғылары келді, бірақ автобустары келіп қалғандықтан, автобусқа да міну керек, бір-бірін қимайды. Сойтіп бірінші аялдамадан мінген адамдар екінші аялдамадағы өздері сойлескен адамдарды көріп, қуанып, жандарына барып, танысуларын жалғастырғандары байқалады”.Translation in English – “Seeing each other through the screen a feeling of sympathy is appearing. They wish to talk long hours, but as their bus comes they have to get on. They do not want to leave. So people of the first Bus Stop seeing their talk partner at the second Bus Stop got surprised. They are laughing, and it is understood that they are continuing their talk”; Kalizhan Zhumagali, 33, entrepreneur: “Мына видео ‘Любовьспервоговзгляда’ дегенбағдарламаға ұқсап тұр ғой ”.Translation in English – “It is like a program ‘Love from the first sight’”; Raushan Dadenbayeva, 55, teaher:“Бұл видеодан ойымызға түйгеніміз. Жалғыз адамдар жеке, көңілсіз отырды. Жалғыз-жарым отырғандарға Coca-Cola өз септігін тигізіп, олар бір-бірімен достасты. Оларда мейірімділік, махаббат, сезім, танысу, сыйластық, пайда болды”. Translation in English –
“The thing we understood from the video is that there are a lot of lonely people. They are upset. So, Coca-Cola helps lonely people to get acquainted. There kindness, love and respect are appeared between them”.
The whole picture of the experiment consist of participants` not only the attitude to the situation in the video commercial, but it characterize them.No matter their nationality, age and social status participants all are impressed by the video commercial due to its creativity.
People, who participated in this questionnaire, also used emoticon “” as one of the notion of medialect.If clauses are used for the imagination of the situation to demonstrate people`s actions. To express their real emotions people use punctuation marks.
Psychological and cultural transferences from one language into another are realized by using some lexis. While demonstrating feelings people do not only use facial expressions or some gestures, they use words and word-expressions; even proverbs or sayings that describe cultural specifics contain lexis within the sentences. Lexical and grammatical levels of language are affected by translation transformations. V.N. Komissarov classifies such complex transformations as antonymic transfer, addition and omission[6, 183].The scientist describes antonymic transformation as complex transformation where the construction of a source language is transferred into target language in opposite form. For example:“Unless you are on your own…” – “Егер сіз жалғыз болсаңыз”and “Дотехпорпокавыодиноки”there is no negative particle in Kazakh and Russian; “Светнебездобрыхлюдей”translated as “There are a lot of kind people that ready to give a hand” there is no negative particle in English.
Addition is complex transformation when one language is shifted to another some words or word expressions are added to make it clear to the receiver. For example:“mine`s Adri” – “Менің есімім Адри” and “МенязовутАдри”underlined words are added in Kazakh and Russian. “Happiness grows when you share it” – “Бақытпен бөліскен кезде ғана бақыт еселенеді” and “Счастьеудваиваетсяеслиделитьсяим” here the word еслиis used instead of whenthat is not addition it is lexical replacement. “Бұл видеодан ойымызға түйгеніміз.”In English “The thing we understood from the video”underlined words are added.
Rendering from one language into another complex transformation as omission is used that opposite to the addition. For example:“Бұл видеодан ойымызға түйгеніміз. Жалғыз адамдар жеке, көңілсіз отырды.”From Kazakh into English “The thing we understood from the video is that there are a lot of lonely people. They are upset.”Two sentences are compiled and көңілсіз отырды is omitted. “Жалғыз-жарым отырғандарға Coca-Cola өз септігін тигізіп, олар бірбірімен достасты.” translated into English “So, Coca-Cola helps lonely people to get acquainted.”Жалғыз-жарымis omitted.Cептігін тигізіп (compound words) is transferred as helpsthat is the lexical replacement.
CONCLUSION
The modern life stream leadshuman beingto socialize no matter what distance they are. The social networks play a great role as a means of communication.No matter whether people speak foreign language, but captured video imagesgive opportunity even foreigners to get main idea that sent to the spectators. And translators` job is a great deal in rendering cultural specificities.Every culture finds expression in its customs and traditions, beliefs, sayings, thoughts and speech manners. Moreover it is hard to translate if translators do not get acquainted language levels or register, some obstacles in dialects, verbal innovations, and gender references. Scientist say that sociolinguistic communication is found as an issue that worse to study, because it consists of two phenomenon – language and culture. There should be taken into account words and their meanings, semantics and pragmatics. Media discourse is as an important factor in case of multicultural people who get contact through the Internet. Except the chat of different continents and sending messages through the media channels there are a lot of means of communication type to impact on each other in reaching their goals or interests. One of them is advertisements or video commercials that have direct effect on consumers. So, providing customers with appropriate information the notion
‘medialect’is studied as one of the sociolinguistic aspects.
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С.Ж. Читебаева1, Т.В. Шевякова2
Жарнамалық медиадискурсты аударудағы социолингвистикалық аспекттер Абылай хан атындағы қазақ халықаралық қатынастар және әлем тілдері университеті, Алматы қ., Қазақстан
Мақалада жарнамалық медиа дискурс мәтіндерін аударудағы әлеуметтік бағыттың ерекшеліктері қарастырылған.Бұл зерттеу негізінен өнімді сатып алу немесе қызметті көрсету барысындағы тұтынушыларға тікелей әсер ететін жарнамалық медиа дискурс мәтіндерін және оларды аударудағы әлеуметтік тілдік ерекшеліктерін анықтауға бағытталған.Жарнамалық мәтіндер аудармасы оның әлеуметтік бағытына негізделетіні анықталды, бұл салалық тіл идеологиясын және жарнамалық медиа дискурстыңтүрлілігін анықтаушы себепкер.Зерттеу әлеуметтік желілерде жарияланған әр түрлі өнімдер материалдары негізінде жүргізілді.Материалдарды талдау барысында бұқаралық ақпарат құралдарының мәтіндерін аударуда тұтынушылардың санасын өзгертетін түрлі әлеуметтік бағыттар анықталды.Медиа дискурс мәтіндері мен олардың аудармасы көрермендерді немесе оқырмандарды жарнамада ұсынылған өнімнің бірегейлігіне сенуге мәжбүр ететін мінсіз өмір салтын ұсынады.Жарнамалық медиа дискурс мәтіндері жарнаманың коммуникативті және қаржылық тиімділігін арттыруға бағытталғанмәтіннің бастапқы әлеуметтік болмысын ескере отырып қолданылады және аударылады.
С.Ж. Читебаева1, Т.В. Шевякова2
Социолингвистические аспекты перевода рекламного медиадискурса
Казахский университет международных отношений и мировых языков им.Абылай хана, г.Алматы, Республика Казахстан
В статье рассматриваются особенности социальнойнаправленностиперевода текстов рекламного медиадискурса. Данное исследование в основном сфокусировано на использовании текстов рекламного медиадискурса и социолингвистических особенностях их перевода, что влияет на потребителей при совершении покупки какого-либо товара или услуги. Установлено, что перевод рекламных текстов базируется на его социальной направленности, которая способствует отражению идеологии метаязыка и репродукции рекламного медиадискурса. Исследование было проведено на материале различной рекламной онлайн-продукции, размещеннойв социальных сетях. Анализ фактического материала показалразнообразные социальные направленности переводамедиатекстов, манипулирующихсознанием людей.Текстымедиадискурсаи их перевод репрезентируют идеальный образ жизни, заставляя зрителей или читателей поверить в уникальность представленного в рекламе товара.Выявлено, что тексты рекламного медийного дискурса используются и переводятся с учетом социальных реалий как исходного, так и целевого текста, что направлено на повышение коммуникативной и финансовой эффективности рекламы.