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151PHILOLOGICAL SCIENCES
ОСОБЕННОСТИ ПЕРЕВОДА РЕКЛАМНЫХ ТЕКСТОВ В ЛИНГВОКУЛЬТУРОЛОГИЧЕСКОМ
АСПЕКТЕ
Кенжегулова А.С.
Евразийский национальный университет им. Л.Н. Гумилёва,
старший преподаватель, м.п.н. кафедры русской филологии Акишева А.К.
Евразийский национальный университет им. Л.Н. Гумилёва,
PhD, доцент кафедры русской филологии
PECULIARITIES OF THE TRANSLATION OF ADVERTISING TEXTS IN THE
LINGUOCULTURAL ASPECT
Kenzhegulova A.,
L.N.Gumilyov Eurasian National University, Senior lecturer, master of education Department of Russian Philology Akisheva A.
L.N.Gumilyov Eurasian National University,
PhD, docent Department of Russian Philology
Аннотация
Статья посвящена проблемам и особенностям перевода рекламных текстов; в статье обосновывается необходимость изучения языка рекламы для перевода рекламных текстов; рекламный текст рассматривается сквозь призму лингвокультурологического аспекта; раскрывается значимость культурной переводческой адаптации рекламного текста, рекламной коммуникации, даются такие понятия как «концептосфера», «когнитивная линвистика», «концептуальная составляющая», приводятся некоторые примеры переводческих решений. Материалом для исследования являются рекламные тексты на казахском и русском языках. В данном исследовании лингвокультурных концептов была определена самостоятельная классификация и проведена чёткая дифференциация характера концептов в когнитивно-прагатическом аспекте, а также дается их подробный сравнительный анализ.
Abstract
The article is devoted to problems and peculiarities of translation of advertising texts; the necessity of studying the language of advertising for the translation of advertising texts; the advertising text is considered through the prism of linguacultural aspects, reveals the importance of cultural translation adaptation of advertising texts and advertising communications, given such a thing as «conceptosphere», «cognitive linguistics», «conceptual component» and some examples of translation solutions. The material for research is advertising texts in Kazakh and Russian.
In this study of linguocultural concepts an independent classification was defined and a clear differentiation of the character of the concepts in the cognitive-pragatical aspect was carried out, and their detailed comparative analysis was given.
Ключевые слова: когнитивная лингвистика, концептосфера, концепт, концептуальная составляющая, рекламный текст.
Keywords: cognitive linguistics, conceptosphere, concept, conceptual component, advertising text.
The problem of describing the essence of the concept remains relevant for modern linguistic science. A system of concepts forms a picture of the world that reflects a person's understanding of reality. Man lives not so much in the world of objects and things as in the world of concepts created by him for his intellectual, spiritual and social needs. A relatively young branch of scientific knowledge - cognitive linguistics-is engaged in analyzing the problem field of concepts and understanding the language picture of the world. One of its directions is the study of the conceptosphere - the phenomenon of the mental world, the totality of the views
of the people and each individual on the surrounding reality, laid down in minimal units-concepts.
Research of concepts in the linguistic and cultural aspect in Kazakhstan has received its intensive development in the last ten or fifteen years.
Problems of interaction between language and culture, questions of national mentality, language conformity have always interested the minds of mankind.
According to researchers, the concepts in structural relation is heterogeneous, resulting in different proportions of the component parts of concepts, to the
extent of a clear organization - blur conceptual component in the narrow-latitude image-associative component, etc.
In this study of linguistic and cultural concepts, we adhere to the position of a clear differentiation of the nature of concepts identified on the material of advertising texts, parodies, phraseological units, dictionaries, from concepts identified experimentally.
In accordance with the above position, a comparative analysis of advertising texts was carried out. Before differentiating the nature of concepts in the cognitive-pragmatic aspect, the following groups of advertising texts were identified:
- advertising texts in which the conceptual component is not preserved during translation;
- advertising texts that retain the conceptual basis of the original when translated.
Promotional video of the car «Volvo S60 AWD» - Teach the free beast / Ma6auu a^dbi yansa an. The advertising slogan under consideration has different meanings: the concept of "will" in the old Russian language «meant the ability to choose what you prefer, want». As for the traditional idea of the will, formed over the centuries and enshrined in folklore, for Russians, the will is understood as a space and only then concretized: what? whose?: Free light is not a wedge, there is space. That is why-because of the absolute infinity of the will-it is evaluated ambiguously: the Will to give-good is not seen; Bole will - worse share; Let yourself want and more; Give your heart will lead you to slavery; Let hell will swallow alive; Let it out, gets you hard share; Will and good wife (and good guy) spoils; Gave the husband the wife will not be good; but a better will than slavery: the Will destroys bondage torments.
The concept of «will» in the Russian language picture of the world is characterized by the meanings
«spontaneous», «plunging a person into the sphere of instincts, depriving him of his human appearance», «openly manifested», «inherent, peculiar to a few», «having a destructive effect on someone or something; causing any negative consequences; dangerous», «necessary for life, of value to a person», «related to the soul», etc.
The lexeme «will» is characterized by procedural semantics (connection with the verb «command»), it has long been characterized by the semes «desire», «will», «power», «power», «ability to choose». Etymological feature, the nuclear meaning of the word «will» is «directed desire», it is from it that the «derived» meanings «power» (the ability to command, order), «power» (the same as power), «choice/selection» (choose «take, select the preferred, desired») were formed.
Will is a desire, that is, the desire to realize something, to possess, it is something that is directly related to the sphere of feelings, aspirations, and needs of a person. Will denotes the universal idea of independence, i.e., a position characterized by the absence of restrictions or restrictions in anything, which is particularly striking in the specifics of the Russian mentality. Therefore, for Russians, will is the absolute freedom based solely on the desire, the will of a person [1].
Thus, the concept of «will» has a frame structure that reflects the model of the corresponding situation: the subject of the will is a person who experiences happiness from a state of independence, feels like a bird or a wind, often losing intelligence in actions and showing irresponsibility.
In the Russian language consciousness, the concept of will is the basis of the struggle for will, which combines role-playing, plot-based, and space-time components marked by national specifics.
The concept of «the will» reflect the perceptions of Russian personal and geographical space and the perfect, unfettered inner freedom as intrapersonal constant, vividly describes the specifics of Russian mentality.
The «will» lexeme in the Kazakh language means 1 epiK, калау, ырьщ, ьщтияр (freedom): release the bird into the wild - цусты ерюне босатып жiберу; 2. (the free manifestation of smth.) epiK, ершндж, бо-стандьщ; to give way to tears - квз жасына epiK беру; to give vent to anger ашуга epiK беру; at liberty -ерктЫкте; at will - сыртца, ашыц ауага; Willy-nilly - epiKmi-epiKci3, лажсыздан, амалсыздан, шарасыз-дан.
The analysis of the paremiological foundation also confirms the synonymy of the concept of «will», which exists in the interaction of will and freedom. Being folded embodiment of rules of conduct and morality in society, parody, on the one hand, show the value of a will for the person with the other — say the need to limit human freedom because of the existence of moral norms and rules of human coexistence (Эдептшктщ белгс ижп сэлем бергет, жацындыцтьщ бeлгiсi квп кештпей кeлгeнi. Жацсымен жолдас болсац, Жетерсщ муратца. Жаманмен жолдас болсац, Ца-ларсыц уятца; Бетщ цисыц болса, айнага вкпе-леме; Квзщ ауырса цолынды тый, Iшiц ауырса та-магынды тый; вз еттц тар болса, дуниетц кецдтнен не пайда; Цызым, саган айтам, кeлiнiм, сен тыцда. Атаца не цылсац, алдыца сол келер. Свзiц mэmmi болсын, ашуыц цатты болсын. Киiм пшсец кец пш, тарылтуыц оцай).
The verb personification of the concept proves that the concept of «will» in the Kazakh language (as in Russian), gets relevance in adjacent situations of transition from will to captivity and, conversely, or if a person has a desire for such a transition.
The main, nuclear meanings of the lexemes that represent the concept in the Russian and Kazakh cultures are common: 1) the ability to act on their own; 2) the absence of restrictions; 3) being not in prison.
The lexeme «жабайы» - 1. колга Yйpeнбeгeн даладагы, тYЗдiк; 2. ж^пыны, жай, карапайым, дереш (жабайы алма агашы - wild Apple; жабайы ацдар - wild animals; жабайы тэал - primitive way; жабайы эдет-гурып - savage manners and customs; жабайы тшмен айтцанда - speaking in plain language).
The lexeme «wild» is 1. unrestrained, unrestrained, violent, indomitable; 2. strange, ridiculous; 3. avoiding, shunning people; shy, unsociable.
Thus, the representation of will and wildness within the same culture has many common features
(will - the ability to act on their own; the absence of restrictions; being not in prison; wildness - unrestrained, unrestrained, violent, indomitable), but when translating this advertising text, the translator failed to achieve speech impact and preserve the conceptual component, since the adjectives wild and free convey different semantic meaning.
Let's consider an advertising text that preserves the conceptual basis of the original when translated, «Aq ma^ipaq» «AK Shanyrak» / «White Yurt». ffla^ipaq Shanyrak-dome (upper part) in the figurative meaning of «hearth, house». When translating mah,bipaq shanyrak, its figurative meaning - house is used, and since one of the meanings of the Kazakh «Yurt» is yu UY-house, then Shanyrak can be interpreted as a Yurt.
In Kazakh culture, the Yurt: assembling and disassembling it when moving to another dzhaylau symbolized the onset of Chaos and the creation of Harmony again. The Yurt is a symbol of the cosmos and the Trinity of the Universe, a symbol of the developed space. Since a Yurt means a house, a hearth, in the Kazakh language the concept of family means the word omaq. Turkic in origin, it had the meaning «oven, hearth». In the Turkic languages, the concept of hearth was closely related to such concepts as «home», «family», and «family». The Russian phrase family hearth is the equivalent of the Kazakh word oshak. As Z. K. Sabi-tova rightly notes, « the Turkic word hearth preserved the warmth of the hearth of ancient man, which contributed to its transformation into a civilized person, caves - into a house, a home, family, parent hearth, and then into a symbol of the Motherland. The hearth, as a symbol of family, homeland, attracts, thus attracting not only the warmth of the hearth, but the warmth of the word hearth, which retains the energy of everyone who had invested their own meanings, transforming it from the name of the fire in the designation of his home» [9].
The concept of «home» is one of the key concepts in Russian culture. The house is the center of space development. The space of the house is close to a person, since a person enters the existing world through it, this space is well understood and understood, it is a fragment of the most developed «own» world.
This concept has similar features in Kazakh and Russian cultures. In the Kazakh and Russian language pictures of the world, this token is understood in most cases as: 1) the structure for living; 2) family, family, generation; 3) household. For Russian speakers, the most important values are: family, comfort, fortress, hearth, warmth, parents, children. In the Kazakh mentality, a house is understood as housing, family, relatives; warmth; peace; fortress, love; skyscraper. The dominant place in the concept of "home" in both cultures is occupied by the family. Thus, this advertising text retains the conceptual component of the original.
Russian advertising texts often use metaphor, epithet, rhymed phrases and transformed quotes. These texts are characterized by respect for freedom of choice, mitigation of the factor of imposing the advertised product, and appeal to the national mentality.
The aesthetic function is part of the pragmatic component of advertising.
For the Kazakh language, the form of an advertising message that has an aesthetic effect on the recipient is important. When translating, the pragmatics of a text message must be fully conveyed.
The main method for translating advertising for products designed for the global market is to select a variant match.
Advertising is a form of communication that translates the quality of a product into the language of consumers' needs. It consists of two parts - verbal and non
- verbal-and is a creolized text.
Both the specificity and universality of ads are related to the audience they are intended for. If the ad is intended to reach the global market, national specificity features will be minimized. Such advertising has a high degree of translatability compared to advertising created for a separate linguistic and cultural audience.
The pragmatic aspect of advertising texts is directly related to their peculiar organization (the choice of grammatical and lexical units, stylistic techniques, the use of elements of different sign systems) and has its final content set to specific actions on the part of communication partners. Advertising in a simplified form reflects self-awareness, self-assessment of one's own linguistic and cultural community, and forms an attitude to other linguistic and cultural communities. Pragmatic adaptation is one of the most important elements of advertising translation that is necessary to ensure adequate translation.
The use of language tools at the graphic, spelling, phonetic, morphological, syntactic and lexical levels reveals a characteristic feature that is common to the Kazakh and Russian languages.
The similarity of the structure of the advertising text with proverbs, sayings and aphorisms allows you to neutralize the critical mechanisms of perception of the recipient.
The concept is the most difficult element for transcoding, since it is based on language tools that are not available in another language. If the "word-by-word method" is not possible to convey the concept adequately, the translator creates his own version, formed on an almost completely different basis and using other means of the language. Non-transferable in a narrow context is a concept that relies on understanding parts of unmotivated separated and sometimes slightly modified words.
References
1. Anthology of concepts. Edited by V.I. Karasik, I.A. Sternin. Volume 1. - Volgograd: Paradigm, 2005.
- 352 p.
2. Bektaev, K. Large Kazakh-Russian, Russian-Kazakh dictionary. - Almaty, 1995. - 703 p.
3. Dahl, V.I. Explanatory dictionary of living Great Russian language. - Moscow: "Russian language", 1998.
4. Efremova, T.F. The new dictionary of the Russian language: Explanatory and word-formation: St. 136000 words.st., approx. 250,000 semant. units: In 2.
5. Explanatory Dictionary of the Russian Language / Ed. D.N. Ushakova.- Moscow: State. Institute of Sov. encyclical.; OGIZ; Gos. Publishing House of
Foreign and nat. words, 1935-1940. (4 t.)
6. Kenesbayev, I.A. Phraseological dictionary. -Almaty: Arys Publishing House, 2007. - 800 p.
7. Managed by the Explanatory Dictionary of the Kazakh language / General T. Zhanuzakov. - Almaty: Dyke-Press, 2008. - 968 p.
8. Ozhegov, S.I. Dictionary of the Russian Language: Approx. 57,000 words / Ed. Corr. USSR Academy of Sciences N.Yu. Swede. 19th ed., Rev. - Moscow: Rus. Yaz., 1987. - 750 p.
9. Sabitova, Z.K. The past in the present. Russian-Turkic cultural and linguistic contacts / Z.K. Sabitova. - Almaty: Kazakh University, 2007. - 320 p.
КЛАСИФ1КАЦ1Я ФАХОВОГО МЕДИЧНОГО ДИСКУРСУ
Литвиненко Н.,
Доктор фiлологiчних наук Нацюнальний медичний утверситет iM. О.О. Богомольця
Хомова О. Кандидат фiлологiчних наук Нацюнальний медичний утверситет iM. О.О. Богомольця
CLASSIFICATION OF PROFESSIONAL MEDICAL DISCOURSE
Lytvynenko N.,
Doctor of Philological Sciences Bogomolets O. O. National Medical University
Khomova E. Candidate of Philological Sciences Bogomolets O. O. National Medical University
Анотащя
У статп представлена класифшащя медичного дискурсу з огляду на особливосп його функцюнування в рiзних ситуащях фахово1 комушкацп. Abstract
The article highlights the varieties of medical discourse in view of the peculiarities of its functioning in different situations of professional communication.
Ключов1 слова: дискурс, медичний, фаховий, класифшащя. Keywords: discourse, medical, professional, classification.
Сфера дшльносл - це обмеження, яке зумов-лене наявшстю тематичних репертуарiв, що моде-люють процес спшкування. I хоч вчеш радять з обе-режшстю пвдходити до вживання категорп «структура» стосовно поняття «дискурс», оскшьки йдеться про живе мовлення, зауважимо, що, попри вщсутшсть структурного детермшзму, притаман-ного системi мовних одиниць i рiвнiв, шституцш-ний фаховий дискурс мае сво! стандарта, як регу-люють його функцюнування. Одним iз таких стан-дарпв е наявнiсть базово! пари учаснишв комунiкацii - вчителя та учня, журналiста й читача, лiкаря й пащента, тобто представникiв iнституту та людей, що до них звертаються. Це, у свою чергу, зумовлюе таку форму комушкацп, як дiалог, що пе-редбачае взаемодiю мiж мовцем i слухачем, кожен з яких виконуе свою роль.
Перелж дискурсiв, якi називають дослiдники у сво!х працях, рiзний. Так, Ю. Хабермас виокрем-люе практичний, критичний та етичний дискурси [2, с.156]. В.Г. Борботько розрiзняе педагогiчний, юридичний, вiйськовий, батькiвський дискурси тощо [1] .
Природа медичного дискурсу безпосередньо пов'язана iз традицiями шституту медицини, що формують стереотипи мовно! поведiнки учасникiв комунiкацii. Поняття "дискурсивне знання", "диску-рсивна формацiя,, уперше застосував французький
фiлософ i культуролог Мшель Фуко, дослвджуючи психiатричний дискурс Х1Х столитя та дискурс то-гочасно! медицини. Вчений наголошував на необ-хiдностi опису "iнституцiалiзованоi обласп", коли медик розвивае свш дискурс у межах таких сфер, як госшталь, приватна практика, лаборатория, бiблiотека. Ва цi сфери французький учений вщно-сив до дискурсу медицини, що мае певш суспiльнi обмеження, яш вiн номiнував як iнституцiйнi [3, с. 37].
Мета статп - проаналiзувати рiзновиди медичного дискурсу, яш ми номiнуемо як дискретний та недискретний з огляду на характер виконання лша-рем-мовцем фахово зумовлених сощально-рольо-вих функцiй.
Дискретний дискурс (лат. discretus - розд№-ний, перервний) - це такий тип iнституцiйного дискурсу, який передбачае перервнiсть у процесi свого вербального вираження, зумовлену специфiкою об-ставин спiлкування. Такими обставинами у профе-сiйнiй дiяльностi лiкаря е спшкування з пащентом. Тому дискурс дiалогiв «лiкар - пацiент» може бути лише дискретним, осшльки мовлення лжаря пере-риваеться мовленням пащента i накладае на нього свш вщбиток.
Серед ознак дискретного медичного дискурсу ми виокремлюемо такi: а) перервшсть у мовному
