Abstract:
The article is devoted to the analysis of the translation of modal constructions in PR texts. The subject is modal adverbs in the slogans of PR texts – short statements that form the public capital of the organization. The purpose of the study is to identify a strategy for translating modal adverbs from English into Russian, ensuring the preservation of the pragmatic impact of the slogan on the recipient. Adverbs expressing a high degree of confidence are analyzed, for example: definitely, certainly, unmistakably, assumptions: probably, perhaps, obviousness obviously, clearly, authenticity really, truly, feature intensification absolutely, completely. The study was carried out within the framework of a functional and semantic approach to the category of modality, while the objective, subjective, and intrasyntactic (predicate) types of modality are distinguished. The methods of continuous sampling of original and translated PR slogans of Nike, Swarovski, Carlsberg, Clarks, Black companies are applied. & Decker, Lindt, KFC, FedEx, Kay Jewelers, BMW, etc. for comparative and contextual analysis, as well as methods for describing translation transformations. For the first time, modal adverbs are considered as a key element of the pragmatic potential of a slogan in the system of PR discourse, requiring not a literal, but a functionally oriented transmission. According to the results of the study, three main strategies for translating modal adverbs were established, namely: direct dictionary matching (when semantics and stylistic coloring in both languages coincide); functional substitution, when the direct equivalent contradicts the Russian communicative tradition; adaptation, including in combination with language play, to convey additional meanings. Typical mistakes were identified: ignoring phonetic wordplay; violation of the syntactic structure of the slogan; choosing the wrong lexical equivalent. The reasons for the errors are related to a misunderstanding of the genre specifics of the slogan, suggesting the presence of such characteristics as conciseness, rhythm, and integrity. The results of the research can be applied in theory and practice of translation of PR texts and advertising materials, in the development of training courses on intercultural communication and translation, in the creation of automated systems for assessing the quality of translation of slogans, as well as in editing translations in marketing departments of companies.
Keywords:
PR text, slogan, publicity capital, modality, translation, modal adverbs, PR discourse, subjective modality, translation strategies, communicative effectiveness