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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2013. № 9. Part 2. P. 74-77.
SCIENTIFIC AREA: Philological Sciences
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Gorelik Polina Leonidovna
South-Ural State Medical University

Abstract. The article considers the features of advertising translation as a syncretic semiotic system. The author studies the translation transformations, performed in conveying the advertising iconotexts meaning, and describes the main problems with which a translator faces in order to preserve not only the unique properties of an iconotext, but also the pragmatic potential of advertising impact.
Key words and phrases: перевод рекламного текста, переводческие трансформации, иконотекст, синкретичные семиотические системы, взаимодействие текста и образа, translation of advertising text, translation transformations, iconotext, syncretic semiotic systems, interaction of tex.
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