LINGUISTIC AND TRANSLATION FEATURES OF ADVERTISING DISCOURSE TEXTS OF TV COMMERCIALS

The aim of this paper is to examine linguistic features and translation strategies used by advertisers to draw and hold consumers’ attention, make them remember advertisements and encourage them to buy advertised products. This article discusses the approaches advertisers, using the advertising discourse, manipulate consumers’ opinions, preference and behavior. The results of the analysis of the most important linguistic features as well as marketing strategies for addressing consumers used in TV commercials. Translating advertising texts is a complicated task, which involves a number of challenges, strategies, methods, as well as the effective use of translation techniques. The translation of the advertisement should be in the language that is understandable to the public, concise and simple, without deviating from the original.