Синтаксические средства языка и их стилистическая роль в рекламных текстах (Syntax Language Means and their Stylistic Role in Advertisement Texts)

I t was mentioned below that the sentences structure in English follow the S-V-O order. R ussian, for example, formally has the S-V-O structure, but it breaks it here and there, playing frivolously with the rules.

I t is very common in Russia that the object goes before the verb, the subject may go last and so on. E ven if it is happen there is a logic behind the flexibility of Russian words order. E.

ach sentence (in English, French, Russian — doesn’t matter) consists of two parts: the topic (sometimes called theme), i.e. what you are talking about, and the comment (rheme or focus), i.e. what is new about the topic. T he old, known part of a sentence is its topic. T.

he new part is its focus. In Russian, word order is determined largely by topic-comment structure. T hat mean that when you build a sentence in Russian, you have to think about what exactly you are going to say about the topic. F.

or example, the simplest sentence «I saw her» can be translated into Russian in three different ways: Я видел её (simply stating that I saw her) Я её видел. (W ith the accent on the first word, it would state that it was you, not anybody else who saw her; with the accent on the last word, you would insist that you saw her — intonations play along with word order) Видел я её. — I saw her, meaning that you physically saw her, did not just chat online or talk on a phone. There are two ‘strong' positions in a sentence where you can put your comment/ rheme — the very beginning or the very end. I n both cases, you have to help to convey your message with intonations.

S o, figure out what is your rheme and build and articulate a sentence accordingly. Due to the mentioned difficulties, it is very often so that the slogans are translated from English into Russia not word-by-word, but by partly different words but with the same meaning. For instance: The English slogan for Maybelline sounds: Maybe she’s born with it, Maybe it’s Maybelline The translation into Russian word-by-word would sound quite illogical. That’s why the translation was made by using the semantic equivalent:"Всеввосторгеоттебя, Аты — от «Мэйбеллин».The another example is the slogan for Johny Walker:"Джони.

Уокер" - taste life, The word by word translation would sound:"Попробуйжизньнавкус", But indeed the adaptation was used to make the slogan more understandable for Russia audience:"Живи, чтобыбыло, чтовспомнить" Chapter 4 Modern trendsDespite of the wide globalization, the national cultures for each country are the important matters to prevent the diluting of national personality. Due to the modern «national» trends, today there are tendencies not to translate slogan, but to create a new one for a product. A slogan which would reflect important characteristics and oriented to the background of the native speakersThe reason comes the both from the language roots and also the cultural dimensions of different countries representatives. If we look to such a useful tool to understand the cultural difference as the Hofstede dimensions (figures 2 and 3) and also the definitions of Hofstede indexes (or dimensions) at the table 1, then the reason of the modern trends will be more clear. Figure 2 Hofstede dimensions for Russia (blue) and UK (violet)Figure 3 Hofstede dimension for Russia (blue) and the USA (violet).Table 1. H ofstede dimensions DimensionsMeaningPOWER DISTANCE INDEX (PDI)This dimension expresses the degree to which the less powerful members of a society accept and expect that power is distributed unequally. T he fundamental issue here is how a society handles inequalities among people.

P eople in societies exhibiting a large degree of Power Distance accept a hierarchical order in which everybody has a place and which needs no further justification. I n societies with low Power Distance, people strive to equalise the distribution of power and demand justification for inequalities of power. INDIVIDUALISM VERSUS COLLECTIVISM (IDV)The high side of this dimension, called Individualism, can be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families. Its opposite, Collectivism, represents a preference for a tightly-knit framework in society in which individuals can expect their relatives or members of a particular in group to look after them in exchange for unquestioning loyalty. A society’s position on this dimension is reflected in whether people’s self-image is defined in terms of «I» or «we."MASCULINITY VERSUS FEMININITY (MAS)The Masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness, and material rewards for success. S ociety at large is more competitive.

I ts opposite, Femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. S ociety at large is more consensus-oriented.In the business context Masculinity versus Femininity is sometimes also related to as «tough versus tender» cultures. UNCERTAINTY AVOIDANCE INDEX (UAI)The Uncertainty Avoidance dimension expresses the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. T.

he fundamental issue here is how a society deals with the fact that the future can never be known: should we try to control the future or just let it happen? Countries exhibiting strong UAI maintain rigid codes of belief and behaviour, and are intolerant of unorthodox behaviour and ideas. W eak UAI societies maintain a more relaxed attitude in which practice counts more than principlesLONG TERM ORIENTATION VERSUS SHORT TERM NORMATIVE ORIENTATION (LTO)Every society has to maintain some links with its own past while dealing with the challenges of the present and the future. S ocieties prioritize these two existential goals differently. Societies who score low on this dimension, for example, prefer to maintain time-honoured traditions and norms while viewing societal change with suspicion. Those with a culture which scores high, on the other hand, take a more pragmatic approach: they encourage thrift and efforts in modern education as a way to prepare for the future. In the business context, this dimension is referred to as «(short-term) normative versus (long-term) pragmatic» (PRA). I n the academic environment, the terminology Monumentalism versus Flexhumility is sometimes also used. INDULGENCE VERSUS RESTRAINT (IND)Indulgence stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun.

R estraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms. The brief analyzes shows not big difference between the USA and UK scores. B ut when it comes to Russia, it has a very different from UK or the USA scores which makes the own influence and the advertisement texts. For example, when Ferrari makes an advertisement for UK, the text would sound «This is your own world» and the video clip will show a respectable gentleman sitting into the car. T.

he reason of such advertisement text product is the high (89) scores for UK people individualism. In case of Russia, which has for individualism is relatively low (39) the advertisement would sound «This is the world for your fun» and the video clip will show the group of young people sitting in the car in sunny day with the open top, laughing and having fun. So, according to the new trends in advertisement texts, they are not only translated different way but the video/photos are also different depends on the target market. C onclusionAccording to the target of the current research work there was made the following investigations: The peculiarities of advertisement texts in the field of linguistics were analyzed. The syntax means in English and in Russian linguistics were analyzed. The translation problems from Russian into English and from English into Russian were investigated. The modern trends in syntax of advertisement texts are presented and the reason of it deeply analyzed. B ibliographyAlbert. H ow to analyze syntax. URL:

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