1

Problems of reproduction in Ukrainian language methods of brand names in advert

discourse (on the basis of Internet newspapers)
 2

CONTENT

INTRODUCTION.........................................................................................................3

CHAPTER I THEORETICAL CHARACTERISTICS OF TRANSLATIONAL

PROCES AND ITS MAIN PECULIARITIES............................................................5-11

1.1. Study of the notion of translation...............................................................................5

1.2. Methods of translation advertisement texts................................................................7

1.3. Common problems of translation and ways of their solution.....................................9

CHAPTER 2 PRACTICAL ANALYSIS OF WAYS AND METHODS OF

THRASLATION BRAND NAMES THAT ARE USED IN ADVERTS FROM
ENGLISH LANGUAGE INTO UKRAINIAN ON THE BASIS OF INTERNET
NEWSPAPERS......................................................................................................12-19

2.1. Practical analysis of translation brand names that are used in Internet advert from
English into Ukrainian language.........................................................................................12

2.2. Analysis of problems that appear in the process of translation brand names from
English into Ukrainian language.........................................................................................15

CONCLUSIONS..............................................................................................................20

BIBLIOGRAPHY............................................................................................................23

LIST OF REFERENCE SOURCES...............................................................................25

LIST OF DATA SOURCES............................................................................................26

ANNEX..............................................................................................................................27

РЕЗЮМЕ..........................................................................................................................30
 3

INTRODUCTION

At present times we face with the possibility of free access to the Internet, that is
why we can get more information and cope with it. At the same time, people read a lot of
news in online newspapers and magazines. Sometimes, in order to get more information
people have to translate a lot. The necessity of translation advertisement texts is great and
constantly grows because of the open economic relations. So, we have to think about the
best ways of rendering the meaning of brand terms that are often occur in adverts.

The term paper is focused on the study of peculiar features of translation different
brand names that often occur in the adverts. We have decided to investigate the ways of
translation brand names of modern English advertisement on the basis of Internet articles.
The rationale of the paper is caused by the necessity of the translation different brand
names in order to make them clear for understanding all over the world. We have seen
that the advertising sphere has changed and developed much and presenting of some
problem, product or any other new thing may be very different as a result a lot of new
brand names appear and the necessity of their translation constantly grow. The task of
translator is to do everything possible to transfer the right meaning into Ukrainian
language and to keep the brand name.

The aim of the investigation is to analyze possible methods and ways of translation
brand names of the Internet advertisement from English into Ukrainian language.

The reach the aim of the investigation we have to do the following tasks:

 to study the notion of translation;

 to study the methods of translation;
 to analyze the common problems of translation and ways of their solution;
 to make the practical analysis of translation brand names that are used in Internet
advert from English into Ukrainian language;
 to analyze of problems that appear in the process of translation brand names from
English into Ukrainian language.
 4

The subject of the investigation – is the process of transferring brand names of the
Internet advertisement from English into Ukrainian language.
The object of the investigation – is an English advertisement with brand names of
different products.
Data sources: List of brand names, Dictionary of English neologisms.

Methods used in the research: deduction, comparison, analysis.

Theoretical value of the investigation. In this course paper we have studied the
main peculiar features of the notion of translation and studied different ways of translation
advertisement texts in general and brand names in particular. This material can be used as
a background for further investigation or for the seminars of theory and practice of
translation.

Practical value of the investigation. In this course paper we have analyzed ways of
translation the brand names of the Internet advertisement from English into Ukrainian
language. The results if the investigation can be used for further researches and, at the
same time, they can help translators to avoid difficult moments in the process of
transferring meaning of brand names from English into Ukrainian language.

The paper structure. The course paper consists of the Introduction, Chapter I,
Chapter II, Conclusions after each chapter and general Conclusions, List of References,
List of Data Sources, Annex.

Course paper is written on 30 pages.

 5

CHAPTER I THEORETICAL CHARACTERISTICS OF TRANSLATIONAL

PROCES AND ITS MAIN PECULIARITIES

1.1. Study of the notion of translation

In modern world we have free access to the internet, can travel much and exchange
with information, ideas, thoughts and tradition. In this way, we have to talk about such
notion as “translation”, because without it communication will be impossible. So,
translation is a process of rendering or conveying the content of source language into the
target language as well as the result of this process. We have to consider that there are two
main forms of translation:

 oral translation;
 written translation.[9, p. 87]
Translation conveys the meaning of phoneme, morpheme, word, word combination,
sentence, text. To get the clear picture of above mentioned we have to give more
information and to explain how translation cope with all elements of speech and language.

Speaking about the phoneme, we have to say, that it is a speech sound. It is the
smallest language unit and has a form but has no meaning. Phonemes are graphically
represented by letters. As a rule, phonemes do not take part in the process of translation,
but they are actively used in the process of translation geographical names, proper names,
neologisms, internationalisms and units of specific national lexicon.[1, p. 43]

In the process of our investigation, we have also talk about morpheme that is the
smallest indivisible 2-facet language unit (has both form and meaning). It is the smallest
sense unit.

Speaking about the phoneme and morpheme, we have also to say about the word,
that is the basic 2-facet language unit. It is the smallest independent sense unit.

In the process of translation we also deal with word combination, that is the largest
2-facet lexical unit comprising more that 1 word.

The next we have to talk about the sentence, that is a 2-facet unit of speech which
 6

conveys a more or less complete thought.

The last point is the text that is the largest 2-facet language unit and consists of
sentences bound by the same idea.[5, p. 54]

To get the clear picture of the notion of translation, we have analyzed thoughts of
different scientists. For example, Fyodorov said that translation is an independent
linguistic discipline. He has also mentioned that translation has derived from observation
and provided some basis for future practice. At the same time Comissarov stressed that
translation theory moving in the following three directions:

 the denotative;
 the transformational;
 the semantic.[1, p. 109]
Translation studies has the elements of humanities and social science. Moreover it
deals with the description, the systemic study of the theory and the application of
translation, interpreting or both above mentioned activities.

In the process of our investigation, we have seen that two languages are involved
into translation: the Source language and the Target Language.

The Source language (SL) – is the language of the original / the language from
which the process of translation is performed.

The Target language (TL) – is the language of the translation / the language into
which the process of translation is performed.[18, p. 54-55]

Translation is very interesting notion in modern life. First of all, open borders and
the possibility to travel freely and to lead some business makes the process of translation
more and more important. We have to mention, that through the translation of different
books, articles, speeches etc we have exchange our traditions, emotions and ideas. Still, we
have to admit that it is a very difficult process because translator should be well educated
and intelligent. He/She should not only have a great vocabulary but understand nation's
traditions and other peculiar features.
 7

In the process of our investigation, we have also seen that there are two types of
people who work with translation: translator and interpreter. Translator is a person who
usually makes written translation and interpreter is a person who makes oral translation.

To underline everything above mentioned we can say that translation is not only a
science, it is also an art and a skill. It is an interesting but very difficult notion that requires
special knowledge and deep understanding of culture, mentality and inner world of the
nation. At the same time, we should say that the richness of vocabulary, depth and
misunderstanding in culture can make the work of translator or interpreter difficult, but
still it is very important process that help to broad our mind.

1.2. Methods of translation advertisement texts

Open borders, free access to the internet, possibility to travel a lot and to lead
business increases the level of various advertisement on out TVs and on our computers.
Very often while watching the TV or just surfing the net we see various advertising texts,
pictures, posters etc. In this way, there appear the importance in their translation. Seeing
translated adverts as "contact zones" where different cultures meet, the empirical research
centres on the absorption of the "dominant's" culture into that of the "subjugated", and
focuses on the interaction of "foreign" and "native" elements in these translated adverts. It
means that in the advert people express their thoughts, ideas, culture etc. that became very
important elements in the process of translation into some other language.

Nowadays, advertising uses different media, print, television, direct mail, Internet,
radio etc. It appeals to various senses and it tightly connected with allusion, culture, music,
storytelling, striking visual images, famous celebrities, jingles etc. In the process of our
investigation, we have seen that today's advertisement is tightly connected with linguistic
studies and visual data, that is why it has become the stage for further investigation.[20, p.
59]

We should admit, that advertisement is not a new notion and the growth of
advertising industry began to grow in the middle of the seventeenth century and now it
became more interesting and more innovative. Progress of the advertising industry brought
 8

a new expression of simple and usual thoughts and changed the way of understanding an
advert. The usage of slang words, pictures and other visual and verbal elements made it
more difficult to translate.

In the process of our research, we have seen that it is very difficult to choose the
right method of translation and to make it clear for the public. Today we know a lot of
different ways of translation, they are the following:

 the exact or accurate translation;

 faithfulness of translation;
 realistic translation;
 equivalent translation;
 free translation;
 free adaption;
 rehash;
 rough translation;
 substitution;
 equivalent translation;
 lateral translation;
 word-for-word translation;
 verbal translation;
 literary translation;
 the interlinear translation.[15, p. 67-68]
In the process of analysis the ways of advertising translation, we have seen that
everything depends on the verbal and visual components of the advert. In order if the text
of and advert is clear and gives the possibility to used word-for-word translation. It means
that this translational method presents a consecutive verbal translation though at the level
of word-groups and sentences. This way of translation is often employed both consciously
and subconsciously by students in the process of translating alien grammatical
constructions/word forms. Speaking about the advert texts, we have to say, that translators
 9

can use this way only in the process of translation various logos.

One more popular method of translation is a descriptive translation that is very

often used to get the clear picture of some technology, new inventions, some innovative
things ect. The descriptive translation became useful here because a lot of new unknown
words are used in the explanation of the functions and options of these or those
equipment. [10, p. 141]

At the same time we should talk about the equivalent translation, that is very
important, because helps to choose the proper equivalent in order to make it clear for the
audience in any part of the world. This method is often used when some cultural moments
are concerned in the advert. In this way the make the cultural and mental boarders lighter
translators look for proper equivalent.

Sometimes, we have found free translation. It is usually happened in order to

transfer some creative advert but very important moment is that the text should be proper
to the video. In the process of our research we also have faced with substitution. It is often
used to make the advert clear and easier for understanding. Substitution is often happen
because of the grammar differences. For example, Passive Voice constructions or
Conditional sometimes cause problems in translation, but they are solved in the process of
substitution.[6, p. 78]

To underline everything above mentioned, we have to admit that today we have a

great number of translational methods and they are actively used in the advertising
industry to transfer the meaning of source language advert into the target language. The
choice of this or that method depends of the situation (text, visual elements etc. and the
knowledge of the translator). Translator should do everything possible to make the advert
clear and easy to understand, that is why he has the right to choose different methods of
translation.

1.3. Common problems of translation and ways of their solution

As we have already said, translation is very difficult process that demands to be well
 10

educated, intelligent and attentive. In the process of our research paper, we have analyzed
seen that translators often face with six common problematic areas in their work, they are:
lexical-semantic problems; grammar; syntax; rhetoric; and pragmatic and cultural
problems. Not to mention administrative issues, computer-related problems and stress.

First of all we have to talk about the lexical-semantic problems that can be resolved
by consulting , glossaries, dictionaries, terminology banks and experts. As a rule, problems
appear in neologisms, terminology alternatives contextual synonyms, semantic gaps and
antonyms, semantic contiguity and lexical networks. To avoid this problem translators
very often choose the equivalent translation and used proper substitution, or when we talk
about some neologisms, they can use word-for-word translation and express the meaning
of the advert in this way.

After that, we have to talk about the grammatical problems, which include,
questions of temporality, aspectuality (the appearance indicates how the process is
represented or the state expressed by the verb from the point of view of its development,
as opposed to time itself), pronouns, and whether to make explicit the subject pronoun or
not. In comparison with Ukrainian language, we should admit one more question - the
article in English language and the absence of the article in Ukrainian one. At the same
time, very often appear problems in Tense expressions, in Passive Voice, Conditionals etc.
But with the help of translator's knowledge, the right choice of the translational method the
aim could be achieved.[9, p. 69-70]

In the process of our investigation, we have also seen that a lot of translators face
with syntactical problems. As a rule, they may originate in syntactic parallels, the focus
(the point of view from which a story is organized), or even rhetorical figures of speech,
such as a hyperbaton (the inversion of the natural order of speech) or an anaphora
(repetition of a word or segment at the beginning of a line or a phrase), direction of the
passive voice and many others.[6, p. 73]

At the same time, we should talk about the rhetorical problems. They are related to
the identification and recreation of figures of thought (comparison, metonymy, metaphor,
 11

oxymoron, synecdoche, paradox, etc.) and diction. In this way the translator should be
well educated and understand all the peculiarities of set-phrases or phraseological units in
order to make the proper translation.

In order to get the clear picture of all the translational problems in general and
problems in advertisement translation in particular we also have to talk about the
pragmatic problems. In the process of analysis we have seen, that they arise with the
difference in the formal and informal modes of address using “you”. This pronoun is very
often used in idiomatic phrases, irony, sayings, humor and sarcasm. These difficulties can
also include other challenges; for example, in the translation of a marketing text from
English into French, specifically with the translation of the personal pronoun “you”. The
translator must decide whether the formal or the informal “you” is more appropriate, a
decision which is not always clear.[2, p. 124]

Moreover, we have to say about the cultural problems. They often arise on the
background of differences between cultural references. They often connected with the
names of festivals, food, national clothes, music etc. The translator will use language
localization to correctly adapt the translation to the culture targeted. 

To conclude above mentioned, we have to say, that a lot of various problems appear
in the process of translation. It is very important for the translator to be well educated and
know cultural, mental, historical peculiarities of the certain nation. All the difficult
moments can be solved with the help of proper translational methods. As a rule, translators
work with word-for-word translation, substitution, equivalent translation, substitution etc
and do everything possible to make the source language text quite understandable in target
language.
 12

CHAPTER 2 PRACTICAL ANALYSIS OF WAYS AND METHODS OF

THRASLATION BRAND NAMES THAT ARE USED IN ADVERTS FROM
ENGLISH LANGUAGE INTO UKRAINIAN ON THE BASIS OF INTERNET
NEWSPAPERS

2.1. Practical analysis of translation brand names that are used in Internet advert
from English into Ukrainian language

In the process of our investigation we have paid attention to the peculiar features of
translation brand names that are often occur in Internet advertisement. First of all, we think
that it is important to give the definition of the notion brand. So, brand is a name, term,
design, symbol, or other feature that distinguishes an organization or product from its
rivals in the eyes of the customer. Brands are used in business, marketing, and advertising.

In the process of analysis the peculiar features of the translation brand names that
are commonly used in the Internet advert from English into Ukrainian language we have
seen that translators use very narrow methods of translation. In order to get the clear
picture of above mentioned information we need to analyze several vivid examples and
see what methods of translation often used for reproduction of the brand names.

Moreover, during our research, , we have to admit that brand names are very often
occur in the Internet space. Even when we watch some films or just surf the net we face
with various adverts that have the names of certain brand. In accordance to open boarders
and open economic relations there is a tendency of trade relations that cause the
appearance of various brands in Ukraine too. That is why the question of their translation
is very urgent and important. In order to get the clear picture of the peculiarities of brand
names' translation we have to analyze the following examples:

 "In a Beautiful story you can find presents for any event." [26]- "У Красивій
Історії ви можете знайти подарунки на будь яку подію." - in the above
mentioned example we have seen the usage of word for word translation and
even taking to the consideration the brand name, it was also translated into
Ukrainian language with the help of this translational method. In this way, we
 13

see the possibility of such translation which helps to make it clear and proper.
 "A Child of the Jago - is a magic place for kids where they can play with toys
before buying them."[29] - "Діти Джаго - це магічне місце для дітей, де
вони можуть грати іграшками перш ніж їх купити." - in the process of
above mentioned example, we have seen the usage of words for words and
transcriptional translation of the brand name. Still, we should say that such
transformations positively influenced the cognitive sense of the sentence.
 "A'MOI is the paradise for each women"[29] - "A'MOI - це рай для кожної
жінки." - taking to the consideration the above mentioned example, we have
seen that the translator in order to translate brand mane properly used the
original name with its authentic sounding.
 "The brand shop A QUESTION OF offers great variety of women's
underwear."[27] - "Брендовий магазин A QUESTION OF пропонує
широкий вибір жіночої білизни." - in the above mentioned example we
have seen the usage of the brand name which was not translated only
transfered into Ukrainian language in its original shape and form.
 "Clothes from A.Brand are not only bright but very comfortable to wear."
[30]- "Одяг від А.Бренд не лише яскравий, але й зручний." - in this
sentence we have seen the usage of brand name that was shown in Ukrainian
language with the help of transliteration. In this way we have the adequate
translation which helps to show the original form of the expression.
 "A.D.E.L.E 1961 has shown the new collection of clothes."[28] - "A.D.E.L.E
1961 презентувала свою нову колекцію одягу." - paying attention to the
above mentioned sentence, we have seen that translator decided to save the
abbreviation form and do not do any other additional explanation.
 "A.P.C. is for confident women."[29] - " A.P.C. для впевнених жінок." - in
this sentence we see the usage of saving the brand name without its
translation. In this way we can see the usage of its real name and because of
its popularity, we can talk about the understanding of its brand name without
any additional explenations.
 14

 "The Able Jeans has presented a new collection of casual clothes."[26] -

"Марка Доступні Джинси презентувала нову колекцію буденного
одягу." - in accordance to this example, we have seen the usage of word for
word translation. In this way we get the clear picture of the inner meaning of
the brand name.
 "ABERTURA shows the great variety of different swimming suits for women
in age."[28] - "АБЕРТУРА презентує велику кількість різних купальників
для жінок у віці." - paying attention to the above mentioned example, we
have seen that translator has used the transcriptional translation.
In this way we have to admit the necessity of distinguishing the proper usage of
various methods of translation which help to translate brand names and present them to the
customers all over the world.
Methods that are frequently used in order to translate the brand names of
Internet advertisement form English into Ukrainian language

transcriptional method
- 40%
methods of
transliteration - 20%
word for word
transaltion - 20%
descriptive method -
10%
other methods - 10%

Paying attention to the above mentioned data we have seen that the most frequently
used is the method of transcriptional translation, which helps to save the sounding of the
original brand name. On the second place we have put the method of transliteration and
 15

word for word translation that help to transfer the proper meaning of the brand name. After
that comes the descriptive method that gives some additional information in order to make
the proper translation of certain brand. On the last place we have put other methods of
translation brand names which often occur in the Internet adverts.

In the process of the research, we have also seen that brand names are too difficult
to translate. One of the reasons is that they can be also explained as proper names of
certain organization and proper names are not translated as any other words or linguistic
units. Furthermore, we have to say that translator should be well known in all common
labels of different spheres in order to make the adequate and full translation.

To conclude, we have to say that the process of representation brand and label
names that are often occur in the Internet advertisement is a difficult process but at the
same time it gives the possibility to the translator to choose the best method in order to
make the right translation. Still, we have to say that translator should be well educated and
quite professional in order to make translation on such proper manes right and
understandable.

2.2. Analysis of problems that appear in the process of translation brand names from
English into Ukrainian language

The translation of brand names in the Internet advert is immersed in a great doubt.
This is the reason why we are going to unite the current trends to delimit which one is
more adequate for the translation of our corpus of examples. The aim is to show the need
for a consistent theory in the translation of brand names. To reach the aim above we need,
first of all, to draw a theoretical framework that allows us to know all the different trends
about the translation of brand names. This theoretical framework has two key points: the
first one deals with the meaning of brand names and the second one with the delimitation
of the different options of translation. Once the theoretical framework is established, we
need to work with a group of brand names that are taken from the Internet adverts.

In the process of investigation, we have seen, that brand names are usually divided
into four main groups attending to the advert universe they can create: names of goods,
 16

places, things and services. We are going to focus on the names of brands from different
points of view and analyze how each type of brand names is translated into Ukrainian
language.

To get the clear picture we have analyzed fifteen examples and see the problems in
the process of their translation. Still, we should stress that problems appear on the lexical,
grammatical, stylistical and grammatical lawyers. Here are the following examples:

 "Every day with Coca-Cola." [26]- "Кожного дня з Кока-Кола." - in the

process of our investigation, we have taken to the consideration the usage of
brand name Coca-Cola that is often advertized in the process of translation.
Still, we should admit, that we have seen two ways of translation: transliteral
and paralel translation, where the English word was simply taken into
Ukrainian sentence without ane lexical, grammatical and phonetical changes.
 "Faster. Stronger. Adidas." [26]- "Швидше.Сильніше. Адідас." - while
analysis we have also paid attention to the usage of the brand name Adidas.
This brand also can be translated in two ways, the same as has happened with
the brand Coca-Cola. But still, we suppose that such changes depend on the
translators point of view.
 "If you really want to overcome obstacles choose Jeep."[27] - "Якщо ви
справді хочете подолати перешкоди обирайте Джип." -here we have
seen the usage of transliteration. This way of translation is common for this
brand name, because it is very popular nowadays and became extremely
frequently used.
 "Make your day bright with Fanta."[28] - "Зробіть свій день яскравішим із
Fanta." - being under the investigation, we have also took to the
consideration the above mentioned example, where is used the word Fanta. In
this way of translation the translator simply transfered the English word into
the Ukrainian sentence. The meaning was still clear for Ukrainian language.
 "Nintendo - make you day fun[28] - "Нінтендо - зроби свій день
веселішим." - here we track the usage of transliteration that is quite useful,
 17

because it helps to save the structure of brand's name.

 "Samsung - make your life comfortable."[30] - " Samsung - зробить ваше
життя комфортнішим." - in the above mentioned example. we track the
usage of saving the meaning and form that helps to avoid some certain
method.
 "Lego will be the best surprise for your child."[28] - "Лего буде найкращим
подарунком для вашої дитини." - transliteration is used in the above
mentioned sentence that helps to avoid misunderstandings in the process of
rendering and explaining this meaning.
 "Feel the road with Toyota."[28] - "Відчуй дорогу з Toyota." - this time we
have seen that translator decided to save the brand's name and do not change
its graphical meaning.
 "With Starbucks your day will be active and reactive."[29] - "Зі
Старбаксом ваш день буде активним та енергійним." - taking to the
consideration the above mentioned example, we have to say that according to
the translator's thoughts it would be great to use the transliteration. Still, it
does not have the great influence on the texts understanding.
 "Be in shape with Nike." - "Будьте в формі з Nike."[30] - while our
research, we have seen the usage of the brand name Nike in the same form
and shape, written in English letters in Ukrainian sentences.
 "If you want the natural sound without any noises - choose Sony."[29] -
"Якщо ви хочете природного звуку без шумів - вибирайте Sony." - the
same ideas that we have expressed in the above mentioned sentence can be
presented here too. It is much easier to show the original form of the brand
name than try to look for some transliteral changes.
 "Be bright with Pandora."[30] - "Будьте яскравими із Pandora." - in this
sentence, we have seen the usage of the brand name in the original way,
without any changes, We suppose, that it has a positive influence on the
process of understanding.
 18

 "Make she smiling with Pandora."[27] - "Зроби щоб вона сміялася з

допомогою Пандори." - here we also see the usage of the same brand name
as in previous example, but here translator decided to choose the
transliteration in order to make the information clear.
 "Everything that you need is Nord."[27] - "Все, що тобі потрібне - це
Норд." - during our investigation, we have seen that the brand Nord is often
occur in the Internet advert and often described into the way of transliteration.
 "Hilton - the paradise on the Earth." [28]- "Хілтон - це рай на Землі." - in
this sentence, we see the usage of the most popular hotel brand name. Still,
everything depends on the translator and only he has the right to chose the
proper variant. In this particular case the brand name was translated with the
help of transliteration.

Taking to the consideration the above mentioned examples, we have seen that it is
very difficult to translate brand names into Ukrainian language. It is very important to be
very attentive while translation. Still, there happen some problems on the context of the
name itself, grammar, syntax and stylistics. Thus, everything could be easily overcome
with the help of certain choice of the translational method. Moreover, we have to made the
following diagram in order to show the peculiar changes and problems in percentage:

The main problems that occur in the process of translation brand names that often
occur in the Internet advert from English into Ukrainian language

lexical - 30%
grammatical - 30%
syntax - 10%
stylistics - 10%
cognitive - 10%
other problems - 10%
 19

Still, we have to say that those problems are less important because the main task is
to show the name of the brand properly. We think that if the brand name is popular all
over the world there would not be any troubles and the translator would overcome
grammatical, lexical, syntax, cognitive and other problems

To conclude, we have to say that the process of translation brand names that often
used in the Internet adverts is very difficult task. One more positive thing is that in the
Internet adverts are short and easy to understand and to transfer into Ukrainian language.
In the process of the investigation, we have seen that very often translators try to look for
some transliteration method of translation or just save the same meaning in order to avoid
some misunderstandings. At the same time, we suppose it is important to admit the
professional job of the translator and stress our attention into his experience and
knowledge. A lot depends of the translator ideas and thoughts. Still, the process of
translation various brand names is interesting but sometimes complicated task.
 20

CONCLUSIONS

In the process of our investigation we have seen that translation is one of the most
important things that helps not only to communicate but get some new information and
knowledge. The rise of different political and social moves makes the process of
translation even more important because it helps to spread certain information all over the
world.

While our research we have analyzed the translation as a certain notion and we have
seen that it is very complicated think that requires special knowledge and certain
experience. In this research paper we have analyzed the notions of source language and
the notion of target language. Also we have discussed the work of translator and the work
of interpreter. At the same time, we have to say, that there are known different methods
and ways of translation and translator can choose the best variant in order to transfer the
information from source language into a target one.

The background for our research was chosen the names of brands that are often occur
on the Internet advertisement. We have worked with professional web-sites where we have
found a lot of examples of such adverts. In the process of analysis, we have seen that there
are a lot of brand names that can be divided into the following categories: brand names of
goods, services, places and things.

In the process of investigation we have reached the aim of the research and analyzed
possible methods and ways of translation brand names of the Internet advertisement from
English into Ukrainian language.

The reach the aim of the investigation we have done the following tasks:

 studied the notion of translation;

 studied the methods of translation;
 analyzed the common problems of translation and ways of their solution;
 made the practical analysis of translation brand names that are used in Internet
advert from English into Ukrainian language;
 21

 analyzed the problems that appear in the process of translation brand names from
English into Ukrainian language.

We have convinced that there are appear certain lexical and grammatical problems
in the process of translation brand names from English into Ukrainian language. But all
those problematic questions can be overcome with the help of proper translational methods
and knowledge of the translator.

In conclusion, we have to admit that it is possible to continue the investigation of

this topic and pay attention to the problems of translation brand names and analyze the
best ways than can help to minimize the lexical and graphical transformations. So, we
decide to continue the work on this research in further investigations.
 22

BIBLIOGRAPHY

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 23

PressHouse. - 2016, 320p.

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Osnova. -2011, 240p.

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2014, 214p.

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 24

28.www.campaignlive.co.uk/article/true-meaning-behind-35-top-brand-
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 25

LIST OF REFERENCE SOURCES

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2. Oxford Dictionary of Neologisms. - Oxford: HousePress. - 2014, 289p.

 26

LIST OF DATA SOURCES

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27.

2. Samith J. Ideas of naming goods/ Josh Samith//London. - Fashion. - 2017, - №7.

Р. 20-23.
 27

ANNEX

1. Samsung - make your life easier. Самсунг - робить ваше життя

легшим.
2. Ford - comfort and speed. Форд - комфорт та швидкість.
3. Adidas and your life is more faster and Адідас і твоє життя швидше і
more comfortable. зручніше.
4. Nike will help you to love sport. Nike допоможе вам полюбити
спорт.
5. Pandora and your wife is smiling. Pandora і ваша дружина
посміхається.
6. Kit-Kat is the best snack ever. Kit-Kat найкращий перекус.
7. Don't forget Snickers in your trip. Не забудь Снікерс у подорож.
8. Day with Nord is easier. День з Норд - легший.
9. Let's go to the target of your life with Давайте йти до мети свого
Nike. життя з Nike.
10. Nokia - connecting people. Nokia - поєднує людей.
11. Be bright with Maybelline. Будь яскравою з Maybelline.
12. Maybelline and you are the star. Maybelline і ти - зірка.
13. Let your hair freedom with Shamtu. Дайте своєму волоссю свободу із
Shamtu.
14. Be happy with Loreal. Будь щаслива з Loreal.
15. Warner Brothers presents the best for Warner Brothers презентує
you. найкраще для вас.
16. Kinder is the best chocolate and toy for Kinder це найкращий шоколад та
your child. іграшка для вашої дитини.
17. Rich your target with Adidas. Досягайте своєї мети з Adidas.
18. Be smart with Samsung. Будь розумним із Samsung.
19. IPhone is the dream of each person. IPhone - це мрія кожної людини.
20. Schneider is the helper on your kitchen. Schneider - найгостріший на вашій
кухні.
21. Lenovo let's talk more frequently. Lenovo - давайте говорити
частіше.
22. Dell is the best laptops ever. Делл - це найкращий лептоп.
23. Be in comfort with Zanussi. Почувайся комфортно із Zanussi.
24. Mars is your snack in traveling. Марс - це твоя перекуска під час
подорожі.
25. Reebok - be free. Reebok - будь вільним.
 28

26. Hilton - feel like at home. Hilton - почувайся як вдома.

27. Brighton Steel is the reliability. Brighton Steel - це надійність.
28. HEINS is the quality of ages. HEINS - якість підтверджена
роками.
29. Be in touch with your friends with Спілкуйся з друзями зSamsung.
Samsung.
30. Hilton is the best service ever. Hilton - це найкращий сервіс.
31. Mars - why not try? Mars чому б ні?
32. Kit- Kate the best snack ever. Kit-Kate - це найкраща перекуска.
33. If you are hungry just choose the EatMe. Якщо ти голодний - обери EatMe
34. Persil will fight with any kind of dirt. Persil побореться із будь якими
плямами.
35. Everything that you need is Nord. Все, що тобі потрібне - це Nord.
36. Nokia - the power of touch. Nokia - сила дотику.
37. Fanta the taste of tangerine. Fanta смак мандарину.
38. Coca-Cola makes your dinner tasty. Coca-Cola зробить вашу вечерю
смачнішою.
39. Greens are better that any junk food. Greens краще ніж шкідлива їжа.
40. Choose Colgate and protect your teeth. Вибери Colgate та захисти свої
зуби.
41. Pandora and your smile is shining. Pandora і твоя посмішка сяє.
42. Kinder - let's you child to be happy. Kinder - нехай ваші діти зрадіють.
43. Duru - the relaxation for your body. Duru - релакс для твого тіла.
44. Silan - the aroma of nature. Сілан - аромат природи.
45. Perwol - let's you clothes look new. Перволь - нехай ваш одяг виглядає
як глвий.
46. Ariel will save your clothes. Аріель врятує ваш одяг.
47. Barbie is the girls' best friends. Найкраща подруга дівчаток - це
Барбі.
48. Teddy Bear is the best toy ever! Ведмежатко Тедді - це найкраща
іграшка!
49. Arctic - the taste of fire! Арктік - смак вогню!
50. Vanish will fight with thousands of Ваніш - проти тисяч плям.
spots.
 29

РЕЗЮМЕ

Курсова робота присвячена вивченню особливостей перекладу брендових

назв, які зустрічаються у дискурсі реклами з англійської на українську мову. У
науковій роботі визначено особливості поняття переклад та охарактеризовано
головні методи і перекладацькі прийоми. Також, проаналізовано особливості
перекладу із практичної точки зору та визначено частоту використання різних
методів перекладу. Окрім цього, у роботі визначено проблеми із якими перекладач
зустрічається в процесі перекладу назв брендів та марок і розглянути можливі
шляхи їх вирішення.

Ключові терміни: бренд, переклад, методи перекладу, трансформація,

труднощі перекладу.