Snigireva O.M., Talalay T.S.
LINGUISTIC PRAGMATICS OF THE ADVERTISING TEXT ^{[№ 11 ' 2017]}
The pragmatic function of advertising messages increasingly is the object of modern linguistic research, since the effect on the addressee is the goal of any advertising text. The advertising message as the unit of communication has its own linguistic expression and pragmatic functions. The linguistic expression of the pragmatic function of advertising texts in different languages is different, which is due to linguistic and cultural specifics. The research is based on a corpus of advertising texts provided in the German magazines “Der Spiegel”, “Cosmopolitan”, “Petra”, “Brigitte”, “Geliebte Katze”, “Happy Way”. An important aspect in the study of pragmatic functions of the advertising text is the selection of linguistic means of creating vivid and memorable image, which actualizes the emotional capacity of verbal influence on the recipient. The results of the research show that the main language means for expressing the pragmatic function of German-language advertising texts, in contrast to Russian-speaking ones, are key words, stylistic figures, neologisms, Anglo-Americanisms, phraseological units, elements of colloquial speech and sentence structure. From the above it follows that the use of linguistic tools to perform pragmatic tasks is to attract the attention of potential consumers and create his motivation for the purchase of goods or services.

Zaharova T.V., Snigireva O.M.
LANGUAGE SPECIFICITY OF GERMAN-LANGUAGE NEWSPAPER HEADLINES AND PRACTICAL DIFFICULTIES IN TRANSLATING THEM INTO RUSSIAN ^{[№ 2 ' 2017]}
Nowadays it is impossible to imagine the modern society without mass media. The role of the mass media is so huge, so that they are often called as “the fourth power”. Today a newspaper performs an important function, so that it is impossible to imagine the state and social life without the periodical editions. The title is an integral part of the news-publication, because a good title substantially increases the competitiveness of a periodical edition and takes up the strongest position in the press. That's why in the first instance readers pay attention to it. The ability to understand and to translate quickly a newspaper title has a considerable importance for a translator by the work with information-descriptive materials. This ability is especially necessary in an oral translation, unseen translation, and abstracting. A translator can return to the problem of a right translation of a title after the whole article has been translated and its content has been totally comprehended. But an interpreter on the contrary doesn't have such possibility, because an interpretation usually begins with translation of a title, and in the event of an abstracted material of a periodical edition the situation becomes complicated, because a translator has to define by a title,whether the material belongs to the given theme. It's quite difficult to understand and to translate newspaper titles and moreover it demands a great skill. The article presents an analysis of certain difficulties connected with using of lexical-stylistic and grammatical means. The materials of the research are titles of such modern German newspapers as “Die Zeit”, “Die Welt”, “F.A.Z.”, “Das Handelsblatt”, “Bildzeitung” etc.