REALIZATION OF THE PRAGMATIC FUNCTION OF LANGUAGE WHEN TRANSLATING MOBILE PHONES ADVERTISING SLOGANS FROM ENGLISH TO RUSSIAN

In recent decades, in connection with the development of linguistics, a number of studies have appeared on the pragmatic aspect of language. Of particular interest is the study of language processes related to the distribution and generation of advertising technologies. The development of advertising leads to the language enrichment of modern advertising. Over a long history of development, advertising has evolved qualitatively. It has gone a long way from informing to persuading, from persuasion to conditioning, from conditioning to subconscious suggestion, from subconscious suggestion to the projection of a symbolic image. Since advertising has probably become one of the most powerful communication tools used by marketers to get their message across to their target audience. An advertising slogan is an important part of any marketing campaign and has been used by various organizations for more than a hundred years. These short and memorable phrases attract the attention of a potential customer, as well as help distinguish products and services in a glutted market. Slogans are the most effective means of attracting the attention of the general public or consumers to one or more aspects of the product, while visual or audio materials only help to fix the slogans in the minds of consumers. The purpose of the study is to analyze ways of the language pragmatic function realization when translating mobile phones advertising slogans from English to Russian. The methods of investigation used are comparative analysis, cognitive modeling, classification, statistical processing of research results, theoretical analysis, description. The object of the present research is modern English language mobile phones advertising texts. The material of the research is mobile phones slogans of such companies as Apple, Samsung, HTC and their translation into Russian.