Metaphor and the Ways to Translate It Into Another Language (By the Material of the English Slogans for Full-Length Films)

Abstract

The paper focuses on comparing the original English slogans and short advertising texts in a recipient language with a view to identify whether the latter should be considered translations within the framework of the functional approach or cultural adaptations of original slogans. The study is based on the cognitive and linguo-culturological approaches to analysing slogans containning the metaphor. The research methodology includes the cognitive approach to translating the metaphor. The authors examine the interaction of textual and visual components in the slogans from the advertising posters of full-length films.