Реклама и ее перевод

Характерная черта рекламы и рекламных материалов - лаконичность, отсутствие развернутых объяснений. При переводе таких материалов можно встретить термины, которые не связаны с контекстом. Иногда рекламные слова-названия заимствованы из общеупотребительной лексики.

Интересно отметить, что интенсивное развитие словарного состава английского языка в США и Англии за последние годы объясняется не только развитием новых областей науки и техники (появление новых терминов, изобретений и технологических процессов — традиционный способ обогащения языка), но и проникновением в английский язык слов, понятий и названий из области рекламы, «массовой культуры» и других сфер. Реклама (франц. reclame, от лат. reclamо — выкрикиваю) — информация о потребительских свойствах товаров и вида услуг с целью создания спроса на них при помощи прессы, радио и телевидения, лозунгов, световых стендов и др.

Реклама занимает важное место в средствах массовой информации. В жизни любого общества постоянно возникают все новые, непредвиденные ситуации и явления, а вместе появляется и необходимость их языкового описания. Oписания всего нового можно достигнуть или путем создания новых слов, или путем использования старых, но уже в новых значениях. Следовательно, неизбежно приходится нарушать установившуюся в речи нормативность в употреблении некоторых слов. А если учесть, что наша речь в значительной мере состоит из готовых форм (клише), то случайная удачная аномалия, некоторое нарушение норм грамматики, нестандартное построение фразы — все это неизбежно привлекает к себе внимание, да и сама новизна таких слов или фраз способствует их распространению в языке. Новые слова в рекламе создаются, прежде всего, за счет создания рекламных названий для товаров. Некоторые названия оказываются настолько удачными, что впоследствии быстро попадают в словарный состав языка:

Scotch tape — клейкая лента, «скотч»; Nylon — нейлон.

В языке рекламы во многих случаях новые слова представляют собой намеренно искаженное написание или произношение общеизвестных слов: wheaties (вместо wheat); cornfeth (вместо cornfetti).

Многие слова-названия, используемые в языке американс­кой рекламы, представляют собой специально «изобретенные» слова, например: spic and span — средство для чистки. Многие фирменные и рекламные названия изделий были специально придуманы так, чтобы уже само название давало исчерпываю­щую характеристику особенностей рекламируемого товара, на­пример, Cools — ментоловые сигареты (уже в названии переда­ется идея прохлады).

В языке рекламы существует множество сокращенных слов-названий, например, вместо полного названия Coca-cola (напи­ток кока-кола) просто говорят соке; вместо Lucky Strikes (сига­реты) — luckies.

Грамматические особенности языка рекламы крайне свое­образны. В языке рекламы грамматика как бы уходит на второй план, поскольку главное в рекламе — достижение смыслового и эмоционального эффекта. Очень часто в языке рекламы ис­пользуется превосходная степень. Продукция в рекламных объявлениях неизменно рекламируется как «наилучшая» — the best.

Новшества можно найти не только в сфере употребления рекламных слов-названий, иногда преднамеренно ломается и сама структура предложения. Например:

Buy the now car! — Покупайте современный автомобиль!

You 're got the now look! — Вы выглядите модно!

She's got the now hair do! — У нее самая модная прическа!

Здесь наречие now употребляется несколько необычно — вместо необходимого прилагательного modern.

Составители рекламных текстов, лозунгов, повторов стре­мятся к тому, чтобы фирменное название продукции служило своего рода условным рефлексом и автоматически вызывало в сознании читателя соответствующий образ. Однако, учитывая все вышеизложенное, перевод рекламы вызывает определенные трудности. Например:

"Step into the new Millenium on your carpet!" Alma.

Понятно, что дословный перевод невозможен, поэтому адек­ватный перевод будет таким: «Новое тысячелетие с персидским ковром!» фирма Алма.

"Astron Building systems. Fast, efficient solution throughout in I i is tern Europe". Contact astron Construction International Hi vision. Tel, Fax, E-mail.

«Системы строительства фирмы Астрон. Быстрые, квали­фицированные решения по всей Восточной Европе». Обращаться: Отделение международного строительства фирмы Астрон. Тел.: факс: почта.

Unit 13

ELECTRONIC EQUIPMENT

Hundreds of electronic equipments are now available to science and various industries help to do jobs better or more economically or to take over jobs that could not be done otherwise.

The application, use, and proper maintenance of the many electronic types of equipment now in industrial use demand certain knowledge to be of the fundamentals of various standard electronic equipments.

We already know that in motors, incandescent lamps, transformers, etc., the electricity always flows in the copper wire or other metal parts. But consider lightning, where electricity seems to jump through space. The great electric pressure of lightning forces the electric current to pass through the air. In the same way, inside any radio tube, tiny electric currents are made to pass through the space separating certain parts in the tube. Such action — where electricity appeal's to flow through space instead to being confined to metal conductors or circuits — is said to be electronic.

Why is it called electronic? Years ago, scientists who were trying to explain how electricity passed through space, imagined such an electric current to be a steady stream of tiny electrical particles. They called these particles electrons. Today, any electric current is believed to consist of countless number of electrons. Only when electricity passed through space, when the stream of electrons comes out of the metal into the open, is such action said to be electronic. A device is called electronic; electricity must flow across the space inside the device and be controlled by that device.

In ordinary air, electrons can be made be jump through space only by pressure of high voltage. But if it enclosed in a tube from which the air has been removed, the electrons flow across the space more easily. All tubes must be carefully sealed for the desired conditions to be maintained inside the tube. Most of the small tubes are vacuum tubes, the large ones usually containing mercury or other vapour.

Some electric lights are electronic. The common incandescent light bulb is not considered as electronic though it is enclosed like a radio tube, for the electric current flows entirely within the metal filament. In contrast, the fluorescent lamp is electronic, its light is produced by the action of electric current flowing through the space between the two ends of the lamp.

Electronics as a science is not new, for radio, sound picture fluorescent light, etc. are known to depend upon electronics.

Vocabulary notes

1. are now available to science — находятся сейчас в распо­ряжении науки

2. to take over jobs — выполнять работы

3. maintenance n — содержание, техническое обслуживание

4. demand a certain knowledge to be of the fundamentals — тре­бует определенных знаний основ

5. incandescent lamps — лампа накаливания

6. transformer n — трансформатор

7. seems to jump through space — как бы проскакивает в про­странстве

8. in the same way — точно так же

9. comes out of the metal into the open — выходит из металла в окружающее пространство

10. vacuum tube — электронная лампа 11. filament n — нить накала

GRAMMAR EXERCISES

I. Translate the following sentences with the elliptical construction.

Pattern: When in rapid motion, electrons can produce...

Когда электроны быстро движутся, они могут образовывать...

1. Though invisible in themselves, ultraviolet rays can be utilized in the production of light. 2. Although a medium-small star, the Sun is ever a thousand times as massive as Jupiter. 3. When at its greatest distance from the Earth, Mars is about half as bright as the Polar star. 4. Once in the air, the jet aircraft is relatively simple to fly, owing to the present of some controls. 5. The fact is that V-2, although a tremendous achievement was primitive by comparison with many modern guided missiles.

II. Translate the following sentences with the elliptical construction.

1. The cooling device, if any,...

2. The gravitational attraction, if any,...

3. The radioactive products, if any ...

4. The observations provide definite evidence that the atmosphere on Mercury must be of extreme rarity, if any at all.

5. Which no free oxygen and little, if any, water, Mars still appears to have rather good evidence of life.

6. The next problem of importance which occupied most of the investigators in this field was to determine the long-wave limit, if any, of the infrared radiation.

III. Translate the following sentences with the construction "have+ noun+infinitive ".

1. It is necessary to have the personnel be aware of the dangers involved in operating such a device. 2. Slow neutrons can be detected by having them interact with an isotope of boron. 3. The advantage gained by having specialized groups concentrate on various tasks is obvious. 4. The main advantage of the auto transformation is the saving of copper obtained by having part of the winding serve as both primary and secondary. 5. In the early days of aviation, engines were small and could be started by having someone turn the propeller by hand. 6. Because of the many types of turbine engines, it is not possible to list all the major components and have the list apply to all engines.

IV. Translate the text into Russian in written form.

SUPERCONDUCTIVE ELECTRIC CABLE

A superconductive electric cable was made by the research workers at the Power-Engineering Institute. It is a very useful device and its main property is its being cryogenic. Compared with other types of cables, it has a great advantage – its use will result in transmitting current practically without losses, which is of great importance since nowadays percentage of losses in transmitting electronic power over long distances is rather high; it is ten percent and even more.

The properties of the new cable being unique, electric current up to 10.000 amp at 10.000V and more can be transmitted over long distances. The superconductive cryogenic transmission lines are especially efficient for Russia: the power resources of the country are known to be concentrated mainly in the eastern parts of the country while three-quarters of the industrial potential are concentrated in the European part.

V. Translate the text into Russian and define the tense and voice of the Verbs.

1. We want you to take into consideration that voltage, resistance and capacity are the three important properties to influence the flow of current in an electric circuit. 2. Among the possible sources of power for engines one has to consider the possible of applying atomic energy. 3. If the same cyclotron is to be used for the acceleration of different particles, the necessary adjustment may be made in two ways. 4. This device does not seem to operate because the voltage in the circuit is small. 5. We watched the operator solve a number of complicated problems by using a computer. 6. There are many factors to be taken into consideration when designing a spaceship.

LEXICAL EXERCISES

6. Translate the following sentences, pay attention to the meaning once.

1. It is surprising how simple many problems of physics become once the meaning of each concept involved is completely understood. 2. At ordinary atmospheric pressure helium, once liquefied, remains liquid to the lowest temperature that can be reached. 3. Before taking off the pilot checked his control once more. 4. The thrust magnitude and direction are at once known in terms of the motor performance. 5. It should not be thought that Newton's theory of gravitation was at once universally accepted.

VII. Translate the following sentences, paying attention to the verbs: to set, to set up, to set out, to set forward, to set in motion.

1. The directional gyro can be set to give any desired compass reading. 2. When a current flows through a conductor it sets up a magnetic field. 3. The different applications of radar are so numerous that it is impossible to set them out in detail in such a short article. 4. Considerations of VTOL (Vertical Take-Off and Landing) aircraft have been set forth in an article published recently. 5. When new scientific theories are set forward they usually begin with relating new observations to familiar concepts based upon older observations.

6. A force is needed to set a mass in motion.

VIII. Give Russian equivalents of the following word combinations.

space achievements, space launching, space flight, manned space flight, spacestation, space breakthrough, space exploration, space conquest, space power, space programme, space rocket, space travel, automatic station, space walk, outer space, rocket engine, rocket glider, fighter plane, artificial satellite, industrial power.

IX. Give Russian equivalents of the following international words.

history, orbital, date, rocket, test, programme, serious, practice, ballistic, satellite, station, list, astronaut, realize, surprise, revolution.

X. Arrange the following words according to the similar meaning and translate them.

a) to proceed, normally, owing to, accurate, to provide, various, to switch on, energy, a lot of, large, to use, man-made, for instance, to define;

b) many, power, for example, to turn on, to continue, artificial, to supply, big, to determine, precise, usually, to apply, different, due to.

XI. Arrange the following words according to the opposite meaning and translate them.

a) modern, regular, outer, peace, strengthen, include, like, possible, rapidly, past, powerless, efficient, unlimited, accurate, conductor

b) slowly, impossible, inefficient, war, future, limited, inner, old, inaccurate, irregular, non-conductor, dislike, weaken, powerful, exclude.

GRAMMAR REFERENCES