просп. Университетский, 100, 400062 г. Волгоград, Российская Федерация Аннотация. В статье подробно рассматриваются две системы машинного перевода-«ПРОМТ» и «Google Translate», которые в настоящее время наиболее популярны среди пользователей интернета. Работа этих систем организована по разным принципам: «ПРОМТ» работает по так называемому принципу «перевода по правилам» и копирует переводческую деятельность человека; «Google Translate» осуществляет переводы по технологии, основанной на принципе статистики. На примере фрагментов текстов разных жанров предлагается лингвистический анализ качества переводов с английского языка на русский, выполненных данными системами. В ходе тестирования выявляются типичные ошибки, допускаемые в машинном переводе, и определяются возможности и сферы использования каждой из переводческих систем. Устанавливается, что данные системы непригодны для работы с текстами, содержащими большое количество сложносочиненных и сложноподчиненных предложений. Эти программы работают в основном на уровне словосочетания, и их можно успешно применять для перевода формализованных текстов, например технической документации, потребительских инструкций, формальных описаний и т. п., для которых характерно использование простых распространенных предложений и в которых не содержатся предложения со сложными синтаксическими конструкциями. Делается вывод о том, что профессиональные переводчики могут прибегать к помощи этих систем в своей практической деятельности при работе с определенными типами текстов, что помогает экономить время и оптимизировать процесс перевода. Однако обязательным условием достижения высокого качества переводов, выполненных с помощью компьютерных программ, является их постредактирование. Ключевые слова: информационные технологии, электронные словари, автоматизация перевода, машинный перевод, качество перевода.

Abstract.The article presents an analysis of the translation of the Volgograd and Volgograd region travel web portal from Russian into English and German within the aspect of the globalization process and promotion of the region brand. The authors concentrate their attention on the origin of functionally equivalent translation directed toward the linguo-cultural and pragmatic adaptation of the source tourist texts for a global recipient. The paper reveals that the translator is to choose a comprehensive strategy to create a globalized version of the travel web portal, that is to preserve the optimal amount of general information, eliminate information irrelevant for the global recipient, minimize the loss of the key information important from the pragmatic perspective of creating a globalised version of the target text, and, if appropriate, add more detailed or explanatory information which can better provide obtaining of the information about foreign culture and history by a foreign recepient.The efficient translation of the text content of the travel web portal aimed at a "global recipient" is achieved and provided by translation technologies chosen by the translator in accordance with the discourse determined strategies. Such technologies create functionally equivalent translation opportunity: the source text is adapted for a "global recipient" by considering culturally important and pragmatically adequate situation context.

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The article presents linguistic and pragmatic analysis of German hotels' websites content, considered by the authors as a significant component of the tourist Internet resource. Being a popular format of communication in the field of tourism Internet resource is aimed at increasing the attractiveness of tourist sites and destinations. It serves as an effective tool for mutual understanding and activation of business and cultural-mediated communication. The hotel website belongs to the basic genres of tourist Internet discourse. Due to the analysis we can state that the hotel website content being a hypertext (a large number of tabs, a significant number of related pages) is hybrid (synthesis of advertising, historical, art, legal and other discourses); it implements both explicit and hidden intentions of the addressant and acts as an agonal communication instrument branding the region. These functions are implemented through various language means of different levels. At the lexical level they are adjectives with mejorative (positive) meaning, expressive units, high-sounding expressions, evaluative epithets and other elements of high style, providing an attractive image of the destination. Anglicisms occupy a significant place in the language content of hotel websites, explicating their aiming at global communication. At the syntactical level, in the texts of hotel websites there are imperative constructions of polite form and interrogative sentences, creating the impression of a direct dialogue with the addressee. Thus, implementation of territorial branding involves linguistic and pragmatic potential of verbal content of hotel websites, that creates a positive and attractive image of the destination.

Abstract.The article presents an analysis of one of the most dynamically growing spheres of translationtranslation in tourism, namely localization of hotel websites. Undoubtedly, the Internet is the main source of information retrieval and a tool enhancing tourism attractiveness of a destination, which means that while translating hotel websites one should pay great attention to the language content. The analysis conducted by the authors allows concluding that most of the translations feature a lot of language mistakes: from lexical incongruity to spelling, making translated texts unreadable and not corresponding to their communicative and pragmatic functions. If a translator holds a basic strategy of producing a new text using peculiar stylistic markers and figurative language, characterizing other linguistic culture, and sometimes changes the form and structure of the text in the source language, then the translated text functions as an element, attracting new customers.This situation reflects the existence of highly widespread problems, found in the sphere of translation: the growing number of people speaking foreign languages makes professional competences of translators worthless. Together with the expansion of Machine Translation it lowers the quality of a "ready" product -localized textmaking recipients and senders to perceive the inferior language content as normal.