Techniques for translating advertising texts from English into Russian

The paper deals with the semantic features of advertising slogans as a special kind of a microtext. The peculiarities of using translation operations when transferring English-language advertising slogans into Russian are also under consideration. In the paper the translation of an advertising slogan is based on a strategy that provides for the targeting of the addressee, which avoids misunderstandings and the appearance of unexpected negative semantics during the translation of slogans. The translator of an advertising text can choose any variant of the translation strategy depending on its purpose, because it is important for slogans both to display the main idea, that is, semantic components, and to convey the original form, possibly in a different way, taking into account the possibilities of the target language. At the same time it is necessary to pay attention to the cultural specifics of the area where the advertising message will function.