IMPLEMENTATION OF THE COMMUNICATIVE-FUNCTIONAL APPROACH TO THE TRANSLATION OF PRESS RELEASES


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Abstract

The paper discusses new concepts and models of translation, which are based on the Skopos Theory and the Communicative-functional approach to translation. The authors outline the reasons for changing paradigms in the theory of translation and describe the elements of the Communicative-functional approach to translation. The paper concludes that nowadays while translating texts of any type it is necessary to focus both on the linguistic features of the text, the aim of translation, the text author, the translator, and the principal and extralinguistic factors. The paper describes the translation strategy of press releases, which aims at creating communicatively equivalent text. The authors suggest that there is a problem in defining the communicative functions of the studied texts due to the fact that the press release can be characterized as a syncretic type of texts, which obtains features typical for business, mass-media and advertising texts. The paper clarifies implementation of the communicatively equivalent translation strategy while translating press releases via various translation tactics. The paper provides various examples illustrating the practical use of the described translation tactics and translation operations. The authors also emphasize the pragmatic importance of observing the translation algorithm by a professional translator.

About the authors

Olga Valeriyevna Murduskina

Togliatti State University, Togliatti

Author for correspondence.
Email: O.Murduskina@tltsu.ru

PhD (Linguistics), assistant professor of Chair “Theory and Practice of Translation”

Russian Federation

Natalya Vladimirovna Aniskina

Togliatti State University, Togliatti

Email: aniskinanv@mail.ru

PhD (Pedagogy), assistant professor of Chair “Theory and Practice of Translation”

Russian Federation

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