As it has been mentioned, the first chapter of this work examines the chief characteristics and distinctive features of advertizements and ways of their interlingual rendition. In peculiar, the undermentioned facets were presented: construction ( composing ) of advertizements of different types ; chief characteristics present in different types of advertizements ; syntactical characteristics and their functional importance ; lexical distinctive features & # 8211 ; chief vocabulary features ; advertizements, ways of interpreting advertizements concentrating particularly on troubles and distinctive features of advertisement interlingual rendition. The undermentioned decisions were drawn:
Structure ( composing ) of advertizements is determined by their intent and undertakings referred to. Thus, advertizements may show a solid text of a considerable length or they may dwell of a few sentences, phrases or even words. The manner of advertizements is dependent upon the intent of the advertizement. The chief stylistic characteristics characteristic of all types of advertizements were presented and it was stated that the advertizements of a logical nature, i.e. in order to be translated decently they must be understood decently ; they might be formal ; they are ever demoing assorted emotions which are traps for a consumer, and they may be precise or obscure.
Very frequently the advertised merchandise may non be named straight but through assorted was and a thorough reading of the advertised text will assist to interpret the object advertised in a proper manner. Often adjectival + noun phrases have either the adjective or the noun used figuratively. This features requires a thorough reading of the advertised text and confer withing monolingual lexicons. In this instance the context is of great importance. Advertised rubrics are besides of great involvement to a consumer-text transcriber.
A really common characteristic of any advertizement is the advertisement claims which possesses certain distinctive features and is of great involvement to a transcriber. The claim is a verbal or print portion of an advertizement that makes some claim of high quality for the merchandise advertised. Very many of them are misdirecting to an mean consumer and, of class, to a transcriber. The transcriber must analyze both the claim and the text exhaustively and happen the concealed significance of it. Very frequently the equivalent may be wholly different from its original but have the same intent. Another common characteristic of advertizements is the usage of mottos which are short, crisp phrases that a company uses over in its advertizements. Good mottos are easy to retrieve and be given to lodge in people & # 8217 ; s heads. Therefore, the interlingual rendition of mottos must hold the same characteristics, i. e. be easy to retrieve. In some instances the mark motto might differ wholly from its beginning but have the same psychological intent. The transcriber must possess a great endowment to understand such mottos and convey them in the mark text every bit near as possible. While interpreting advertizements from different Fieldss of commercial activity ( autos, computing machines, TVs etc. ) certain footings have been encountered which do non be in the mark civilization so far. Such equivalents may be forwarded by the transcriber himself/herself merely after confer withing particular mention books or after confer withing a specializer in the field.
Certain footings are non hard but funny for interlingual rendition necessitating a thorough logical thought. As it is seen from the above-named issues the most of import thing in interpreting advertizements is th
vitamin E context. The context explains the significance of the rubric, helps to understand words and phrases. It eliminates any trouble or wonder that may look. Several pieces of advice could guarantee from the above-named points:
A consumer-oriented text transcriber, or an advertisement transcriber, should ever mention to monolingual lexicons while interpreting. A bi-lingual lexicon, which should at least contain 70,000 entries, must be the last book o mention. The advertisement transcriber must be acquainted really good with the characteristic field of the advertizement and must be familiar with all the characteristics of the advertised merchandise or service. The advertisement transcriber should mention to specialised mention books in order to interpret good any possible trouble.
The grammar and inflection of the advertizements are presented and discussed in the 2nd and 3rd chapters. The lingual picks observed at each degree of analysis are interpreted and discussed in the 2nd chapter. The picks in regard of grammar include topicalized versions of nominal and verbal sentences, jussive moods and questions, hypotaxis and parataxis, disjunctive manner of looks affecting clauses, phrases and compounds, nominal and verbal properties of different sorts, intensives of different grades, morphemes of colloquial significance and morphemes related to euphony, accent and contrast. Alliteration, rime and rhythm organize the picks in inflection and the picks related to figures of address include simile, metaphor, personification, wordplay, exaggeration, litotes, antithesis, oxymoron, metonymy, rhetoric inquiry, exclaiming, climax anadiplosis, repeat, onomatopoeia and parlance. At the degree of discourse, the picks are related to organize of reference ( direct and indirect reference ) and manner of discourse ( formal and conversational manner ) . All different picks mentioned above are closely linked with the five maps of advertisement & # 8211 ; pulling attending, eliciting involvement, exciting desire, making strong belief and acquiring action.
It is besides found that these picks fulfill the different communicative maps of linguistic communication such as enlightening, expressive, directing, contextual, interactive and poetic. There is no 1 to one correspondence ever between lingual picks and the advertisement map. That is, one peculiar pick may overlap with different maps. As for case, the usage of rime or beat may function to pull and elicit involvement. Almost all the picks mentioned above are found to be attested in this medium. For case, the verb & # 8217 ; be & # 8217 ; , which is on occasion used in the organic structure transcript of magazine advertizements, is ne’er used in wireless and telecasting advertizements. This is related to the fact that both wireless and telecasting involve the unwritten manner of look, where the usage of the verb & # 8216 ; be & # 8217 ; is largely avoided. The usage of direct signifier of reference is more frequent in magazines, whereas, the usage of conversational manner is more prevailing in other signifiers of media instead than in magazines. The relationship between linguistic communication usage and non-linguistic facets of advertizements such as typography, ocular, audio effects is another possible country for future research.
In decision, it should be mentioned that the survey of the linguistic communication of advertizements constitutes an interesting and ambitious procedure. This procedure rises certain issues that may show a fruitful country for a follow-up research.