The paper focuses upon the problem of trans-cultural transfer in subtitling as

The paper focuses on application of conceptual blending theory to reconstruction of the region's media-image. The authors determine the peculiarities of perception of Siberia by the representatives of American culture; detect image-making and metaphorical potentials of the concept "Siberia". By the means of content analysis, the authors detect the mental spaces blended more frequently and explain how the constructed blends influence the image of Siberia. The methodology of the research may be used in PR or marketing practice for the purpose of place branding and creation of a country's positive image. This work was supported by the Russian humanitarian scientific fund (RGNF) under Grant 15-14-55002 "Reconstruction of Siberian Region Image".

The purpose of this study is to develop a framework for translator and interpreter competence in an ever-changing professional environment and provide recommendations to improve academic teaching in translation and interpreting in Russian universities in order to meet the needs of the language industry. To this end, the author discusses the results of three surveys carried out in 2017-2018. In the first survey, chief executives and vendor managers of major Russian translation companies share their experience of hiring university graduates. In the second survey, young professionals entering the Russian translation and interpreting market reflect on their university experience versus the expectations they had when enrolling in translation and interpreting programs. In the third survey, teachers of translation and interpreting from Russian universities reflect on existing academic programs in translation and interpreting.

For the past decade the issue of audiovisual translation (AVT) has been taking attention of both

This research describes the approaches and methodology of analysis of public service announcements (PSAs) created in the audiovisual (AV) format. Recently, PSAs have become an important tool used to adjust current social behaviour models and to bring forward the maladies of the modern society. To increase PSAs’ persuasive potential, their authors use different creative forms and solutions. This research analyses different ways to understand the essence of AV texts, suggests the methodology of AV PSAs’ analysis and presents the results of an experimental verification of the methodology described. The methodology of the analysis provided may be used to analyse other types of AV texts, including TV-commercials, creative AV productions, documentaries, etc. It can also be applied in the frameworks of the AV translation process. The main results of the research are presented as an analysis algorithm consisting of several consecutive steps that may help to understand the PSA author’s original intention, its persuasive potential, and to predict the recipients’ reaction.