stylistic peculiarities of english video advertisements and the
Post on 31-Dec-2016
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STYLISTIC PECULIARITIES OF ENGLISH VIDEO
ADVERTISEMENTSAND THE PROBLEM OF THEIR
TRANSLATION INTO UKRAINIAN
Student: Maryna VoronkinaScientific supervisor: Doctor of Philology, Professor,
Zirka V. V.
Stylistic devices importance
The stylistic devices and means of their conveying help to draw consumer’s attention and to realize one of the main functions of advertising – the function of influence.
In such way the advertisers use the stylistic devices to make the consumer to realize the importance of information given through the advertisement’s message.
Besides, through these devices messages appeal to the consumer’s emotions, create appropriate feelings and mood.
Scholars: Arnold, Galperin, Efimov.
Parts of speech in advertising
Depending on what kind of emotions need to be evoked and what is the main purpose of advertisement stylistic devices can be expressed by the following parts of speech:
Verb – uses as an appeal for action
Noun – uses to draw consumer’s attention to a product
Pronoun - uses as address to consumer
Adjective and Adverb - use to describe some features of a product or to make advertisement more bright
Ways of translationThe problem of recognizing and translating advertisements which
include some stylistic devices is a very complicated one.
There are four basic waysof translating
stylistic devices
translation byan equivalent
descriptivetranslation
translation byan analogue
word for wordtranslation
Equivalents in theirturn are divided into
absoluteequivalents
partial / nearequivalents
Linguists: Barkhudarov, Breus, Komissarov, Parshin, Retsker.
Results of analysis
Syntactical devices:
alliterationanaphoraallusionantithesisellipsisparcellationrhetorical
question/exclamation
Lexical devices:
hyperbolametaphorpersonificationepithet
Categories of stylistic devices
Stylistic devices: syntactical
Ellipsis takes the first place:Feels good inside. Toyota Corolla. - Відчуття комфорту. Toyota Corolla.
Allusion uses quite rarely:Air New Zealand. The airline of Middle-earth. - Air New Zealand. Авіалінії Середзем’я.
9,6%
11,5%1,9%
3,8%
13,4%7,6%
5,8%
Using of syntactical stylistic devices
Ряд1 9,6% 11,5% 1,9% 3,8% 13,4% 7,6% 5,8%
alliteration anaphora allusion antitesis ellipsis parcellation rhetorical q/e
Stylistic devices: lexicalMetaphor occupies the first place: Honda. Power of dreams. - Honda. Сила ваших мрій.
Hyperbola is on the last position: Ultra Reality. Only the Best create the First. - Надреальність. Лише Найкращі здатні створити Небачене.
3,9%
21,1%
9,6%
11,6%
Using of lexical stylistic devices
Ряд1 3,9% 21,1% 9,6% 11,6%
hyperbola metaphor personification epithet
Parts of speech in advertisingNoun can be used in metaphors: Fuel for Fun. – Енергія для розваг.
Adjective and Adverb usually use in epithets: KIA Soul. Totally transformed. - KIA Soul. Абсолютне перевтілення.
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
hyperbola metaphor personification epithet
Parts of speech in lexical stylistic devices
noun adjective verb adverb pronoun
Parts of speech in advertisingPronoun is often uses in rhetorical questions or exclamations:You worry about me. But why not about yourself? – Ти турбуєшся про мене. Чому ж не думаєш про своє здоров’я?
Verb appeals for an action and can be used in elliptical sentences:Empowering us all. (technology) - Дарує нам спроможність.Get refreshed, naturally. - Відчуйте природну свіжість.
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
alliteration anaphora allusion antithesis ellipsis parcellation rhetoricalq/e
Parts of speech in syntactical stylistic devices
noun adjective verb adverb pronoun
Ways of translationTranslation by an equivalent (43.4 %):Challenge the luxury you know. KIA K 900. - Зміни своє уявлення про розкіш. KIA K 900.
Word for word translation (10 %):Anytime. Anywhere. Rolex. - Будь-коли. Будь-де. Rolex.
43,4% 30,0%16,6% 10,0%
0,0%
100,0%
equivalent descriptive analogue word for word
Ways of translation
Conclusion
In the view of the above we can summarize that stylistic devices represent a quite interesting and complex phenomenon, especially in terms of their use in advertising.
The findings of the given diploma paper will contribute to the further investigations of stylistic devices using in video advertisement messages and in advertising in a whole.
Thank you for your attention!
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