LEXICAL AND GRAMMATICAL FEATURES OF TRANSLATING SLOGANS OF AUTOMOBILE COMPANIES WITH THE HELP OF FREE SOFTWARE PRODUCTS

The article analyzes lexical and grammatical features of translating advertising slogans of automobile companies with the help of freely available translation programs, including some of the most popular in Ukraine – Google Translate and Pereklad.online.ua. It defines the universal characteristics for this kind of lexical material and methods of their vocabulary and grammar constructions and translation services for English both by free software, and professional translators. It is established that the slogan is a short advertising message that expresses the basic idea of the company, goods, services – as much as possible combines informative, expressive and aesthetic functions. When translating advertising slogans, the translator must take into account: the purpose of the text, the character of the consumer, the linguistic qualities of the original text, the cultural and individual abilities of the language in the cultural aspect of the consumer and many other factors. The translation of an advertising slogan into Ukrainian must be carried out in order to preserve the relative equality of the content, semantic, stylistic, functional and communicative information contained in the original and in the translation. Translating a slogan is a complicated process, and misinterpretation of the slogan's content or ignorance of the author's ideas may distort the content of the information. Today's realities require attention to translating advertising texts, also in terms of their psychological impact on the mass audience. Promotional texts must contain clear factual information; they must be comprehensible and therefore clearly understood. It should be noted that machine translation systems still play only a supporting role and can only satisfactorily translate simple syntactic and lexical structures including advertising slogans.