Эффективность переводной медиарекламы в контексте транскультуральности
Effectiveness of translated media advertising texts in the context of transculturation

Summary/Abstract: The article discusses advantages in translation of advertising media discourse in the context of transculturation. This study mainly focuses on the use of advertising media discourse texts and their translation, which affects consumers to make a purchase of a product. Topicality of this study lies in the desirability of describing the impact degree of translated media advertising in the context of the opposition “native and foreign”. The purpose of the article is to prove that the degree of positive impact of translated media advertising is directly proportional to the actualization of the transitional sphere and from someone else’s culture to own culture. The subject of the study was media advertising, embodying the texts of English translations into Russian. The obtained analyzes are based on the transcultural orientation of the translation, which describes the ideology of metalanguage, mental and age characteristics that are difficult to understand for the customer. The study was conducted in the social network on various online advertising products. The results illustrate transculturality in translating media texts manipulate people. The texts of the advertising media discourse and their translation are illuminated by an ideal lifestyle, forcing viewers or readers to believe in the advertised product. This study reveals that the texts of an advertising media discourse are used and translated taking into account both the source and target text in order to control the thoughts of consumers.

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