Localization of English Advertisement Texts for Russian Consumers

Student: Antonova Evgeniya

Educational Programme: Foreign Languages and Intercultural Communication (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Over the past twenty years, the demand for localization of advertisement texts has grown significantly. Within the framework of various methodological approaches, there are currently a number of scientific papers focused on the problems of advertisement text. However, the area of localization of such texts is still insufficiently studied. The purpose of this research is to analyze advertisement texts in English and advertisement texts in Russian obtained in the process of localization, which will identify translation problems in the field of localization of English advertisement texts for Russian consumers, effective translation transformations, artistic means, and other translation techniques. The advertisement texts selected for this research are represented by such industries as cosmetics, food and hygiene products. The texts were selected through random sampling and subjected to a comparative analysis, which resulted in conclusions about the effectiveness of existing possible solutions to translation difficulties in the field of localization. The findings of this study may be useful for further research on localization issues, as well as in future practice of localization of English advertisement texts.

Full text (added May 15, 2020)

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