COGNITIVE AND PRAGMATIC ASPECTS OF ADVERTISING SLOGANS TRANSLATION FROM ENGLISH INTO RUSSIAN
The article focuses on the problem of corporate slogans translation which exert influence on the audience. The significant attention is paid to processes of conveying an additional symbolic meaning to promotional items so as to establish an image-based communication. The pragmatic aim of the addresser induces the high use of expressive means of the language at all levels of an advertising text stressing the need to find adequate ways of translation in the domain of advertising. In the current work we define means that ensure the invariant character of the target text and propose ways of car brand slogans translation from English into Russian language.