STYLISTIC PECULIARITIES OF
ENGLISH VIDEO
ADVERTISEMENTS
AND THE PROBLEM OF THEIR
TRANSLATION INTO UKRAINIAN
Student: Maryna Voronkina
Scientific supervisor: Doctor of Philology, Professor,
Zirka V. V.
Stylistic devices importance
The stylistic devices and means of their conveying help to draw
consumer’s attention and to realize one of the main functions of
advertising – the function of influence.
In such way the advertisers use the stylistic devices to make the
consumer to realize the importance of information given through
the advertisement’s message.
Besides, through these devices messages appeal to the
consumer’s emotions, create appropriate feelings and mood.
Scholars: Arnold, Galperin, Efimov.
Parts of speech in advertising
Depending on what kind of emotions need to be evoked and
what is the main purpose of advertisement stylistic devices can
be expressed by the following parts of speech:
 Verb – uses as an appeal for action
 Noun – uses to draw consumer’s attention to a product
 Pronoun - uses as address to consumer
 Adjective and Adverb - use to describe some features of a product or
to make advertisement more bright
Ways of translation
The problem of recognizing and translating advertisements which
include some stylistic devices is a very complicated one.
There are four basic ways
of translating
stylistic devices
translation by
an equivalent
descriptive
translation
translation by
an analogue
Equivalents in their
turn are divided into
absolute
equivalents
word for word
translation
Linguists: Barkhudarov, Breus, Komissarov, Parshin, Retsker.
partial / near
equivalents
Results of analysis
Categories of stylistic devices
Syntactical devices:
Lexical devices:
 alliteration
 anaphora
 allusion
 antithesis
 ellipsis
 parcellation
 rhetorical
question/exclamation
 hyperbola
 metaphor
 personification
 epithet
Stylistic devices: syntactical
Using of syntactical stylistic devices
5,8%
7,6%
13,4%
3,8%
1,9%
11,5%
9,6%
Ряд1
alliteration
anaphora
allusion
antitesis
ellipsis
parcellation
rhetorical
q/e
9,6%
11,5%
1,9%
3,8%
13,4%
7,6%
5,8%
Ellipsis takes the first place:
Feels good inside. Toyota Corolla. - Відчуття комфорту. Toyota Corolla.
Allusion uses quite rarely:
Air New Zealand. The airline of Middle-earth. - Air New Zealand. Авіалінії
Середзем’я.
Stylistic devices: lexical
Metaphor occupies the first place:
Honda. Power of dreams. - Honda. Сила ваших мрій.
Hyperbola is on the last position:
Ultra Reality. Only the Best create the First. - Надреальність. Лише
Найкращі здатні створити Небачене.
Using of lexical stylistic devices
11,6%
9,6%
21,1%
3,9%
Ряд1
hyperbola
metaphor
personification
epithet
3,9%
21,1%
9,6%
11,6%
Parts of speech in advertising
Noun can be used in metaphors: Fuel for Fun. – Енергія для розваг.
Adjective and Adverb usually use in epithets:
KIA Soul. Totally transformed. - KIA Soul. Абсолютне перевтілення.
Parts of speech in lexical stylistic devices
10,0%
8,0%
6,0%
4,0%
2,0%
0,0%
noun
hyperbola
metaphor
adjective
personification
verb
adverb
epithet
pronoun
Parts of speech in advertising
Pronoun is often uses in rhetorical questions or exclamations:
You worry about me. But why not about yourself? – Ти турбуєшся про
мене. Чому ж не думаєш про своє здоров’я?
Verb appeals for an action and can be used in elliptical sentences:
Empowering us all. (technology) - Дарує нам спроможність.
Get refreshed, naturally. - Відчуйте природну свіжість.
Parts of speech in syntactical stylistic devices
10,0%
8,0%
6,0%
4,0%
2,0%
0,0%
alliteration anaphora
allusion
noun
adjective
antithesis
verb
ellipsis
adverb
parcellation rhetorical
q/e
pronoun
Ways of translation
Translation by an equivalent (43.4 %):
Challenge the luxury you know. KIA K 900. - Зміни своє уявлення про
розкіш. KIA K 900.
Word for word translation (10 %):
Anytime. Anywhere. Rolex. - Будь-коли. Будь-де. Rolex.
Ways of translation
100,0%
43,4%
30,0%
16,6%
10,0%
0,0%
equivalent
descriptive
analogue
word for word
Conclusion
In the view of the above we can summarize that stylistic
devices represent a quite interesting and complex
phenomenon, especially in terms of their use in advertising.
The findings of the given diploma paper will contribute to
the further investigations of stylistic devices using in video
advertisement messages and in advertising in a whole.
Thank you for your attention!