The difficulties of the translation of the advertisement texts (on the material of the magazine “Food and wine”)

Chapter 1 The advertisement as a science
1.1 Introduction
Since the ancient times the people use the translations from one language into the other one. But nobody can tell exactly when the first translation was made. It is known only that this event took place when people having different mother tongues began to communicate with the help of the intermediary – the translator.
Thank to the translation the people could communicate in the multinational states, the translation helped the interlingual and intercultural communication. The translation favoured the spreading of religion. The Russian and foreign linguists emphasize the role that the translation plays in the development of science, culture, economy, literature and language itself.
There are many definitions of the translations which are based on the A.V.Fyodorov’s proposition that the “translation is the transmission of the text of oral and written speech by the means of the other language”.
The Russian and foreign linguists give their own definitions of the translation in their works. Every researcher, aspiring to develop his own theory, gives his own definition of the research’s object. Let’s give some of them.
V.S. Vinogradov:
«We have to agree with the fact that the translation is the particular, original and independent kind of the verbal art. This art is “secondary”, it is the art of “expression” of the original in the material of the other language. The art of the translation is like the art of the musician, actor by that he reproduces the existing art work, but does not create something absolutely original.
The creative liberty of the translator is limited by the original text. The resemblance is finished by these facts. But in others aspects the translation is distinguished sharply from any kind of the performance. It is the distinctive kind of the creative activity, the original form of the “secondary” art creative work.
R.K.Mignar-Beloruchev:
«The object of the science of the translation...

Conclusion
Basing of the investigated theoretical material and the carried out practical research, we came to the conclusion that the advertisement is any paid form of non-personal presentation and promotion of products, services, or ideas by an identifiable indi¬vidual or organization. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living. Advertising cannot tu
a poor product or ser¬vice into a good one, but what it can do — and does — is to create an awareness about both old and new products and services.
The advertisement language has its own features. These are the so-called describing adjectives which take the main place among the features of the advertisement language. It becomes obvious that many adjectives are exposed to the desemantisation and keep the common, positive meaning.
The advertisement makers need to make an effect of the direct dialogue with the potential client. It is made with the help of plentiful use of personal and possesive pronouns of 1st and 2nd person we, us, you, and with the help of imperative mood and the adverbs of time (immediately, now, just, soon). These linguistic means emphasize the constant readiness of the company to respond immediately to any inquiry of the potential client.
As the illustrations in the advertising texts, the good illustration should cause the positive emotional attitude to the text of the advertisement. The great advantages of the illustration in the advertisement consist in the visual information which is much more difficult to deform, than the verbal one. In some cases any perfect text cannot replace the illustration. However, the illustration itself is not very effective without the accompanying text.
In general, national brand advertisers tend to favor poetic appeals over logical appeals, since specific logical, factual distinctions between competing products often tend to be weak. Minor product...