Litera - rubric Game
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Rolgayzer A.A. - Syntactic Tools of Suggestion in an Advertising Text (the Case Study of French Advertisement) pp. 143-148


Abstract: The subject of the research is the syntatic tools of suggestive influence in an advertising text. As a special form of communication, advertisement has been widely practised in a modern world and has a direct effect on both human mind and his or her language. Syntactic organisation of an advertising slogan plays an important role in the process of creating the suggestive effect which is one of the main goals of advertisement as it is. In certain cases, this is the structure of an expression that has a crucial meaning for performing a suggestive effect. In the course of this research Rolgaizer has used a complex method that is based on the functional approach to studying language and includes the inductive method as a direct observation of the research object and determination of certain regularities in the language as well as the method of contectual analysis. The scientific novelty of the research is caused by the fact that the author of the article makes an attempt to define and describe syntactic mechanisms of the suggestive influence in the structure of an advertising text. The problem of suggestive influece has been widely studied in the psychological literature, however, it still remains understudied from the point of view of the linguistic elements of the suggestive influence. Thus, linguistic methods that are used in an advertising text in order to influence a consumer's choice, are of special interest. 
Maiba V.V. - Holophrastic Structures in the Translation of Graham Swift's Novel 'Waterland' in the Russian Language pp. 184-193


Abstract: The subject of the research is the strategy of transmitting holophrastic structures in the novel by G. Swift “Waterland” in the translation of the novel into Russian, made by V. Mikhailin. Holophrastic constructions are a relatively new phenomenon for both English and Russian; corresponding to the specifics of English grammar, in Russian they represent a phenomenon that arose under the influence of English speech. The analysis of specific ways of translating holophrastic structures and general strategies for dealing with such language units allows for a deeper understanding of the potencies of the Russian language in terms of their transmission, as well as strategies that can be used for this purpose. In the process of research, the method of explanatory description was used in combination with the methods of lexical, syntactic, and stylistic analysis. An analysis of the Russian translation of the novel by G. Swift shows that, in a significant part of the cases, the English holophrastic constructions can be accurately conveyed by means of the Russian language, and such transmission is not always associated with significant transformations of the syntactic structure. The presence of golophrastic structures can be considered as a stylistic property of not a specific sentence, but the whole text. For this reason, for the transmission of the “spirit” of the original, the translation of holophrastic structures through standard syntactic structures can be balanced by the introduction of holophrastic structures in those text fragments where they do not match the original.
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