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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2015. є 12. Part 3. P. 206-211.
SCIENTIFIC AREA: Philological Sciences
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COMPARATIVE STUDY OF THE AMERICAN AND RUSSIAN TELEVISION ADVERTISING TEXTS: EXTRALINGUISTIC AND LINGUISTIC ASPECTS

Khanova Aigul' Filusovna, Gazizova Razina Yavatovna
Naberezhnye Chelny Institute of Kazan (Volga Region) Federal University


Abstract. The article considers the texts of the Anglo-American television advertising and its Russian-language counterparts in a comparative aspect. The identification of extralinguistic and linguistic aspects in the translation strategy is conceptual - the aim is to preserve the advertiserТs intentions. The article analyzes the translation strategy taking into consideration the national and cultural identity of the country of the target language, and linguo-stylistic advertising discourse features in the context of the current state of the Russian language.
Key words and phrases: реклама, телереклама, экстралингвистический аспект, лингвостилистические особенности, отрицательный императив, сопоставительный анализ, advertising, television advertising, extralinguistic aspect, linguo-stylistic features, negative imperative, comparative analysis.
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