Особенности перевода рекламных текстов в английском языке.

Переводчики достаточно часто пользуются приемами языкового манипулирования, порой интуитивно, порой вполне осознанно. Противостоять такого рода воздействию человек может, осознав, в чем состоит манипулятивный прием, примененный рекламистом. Кроме того, определенный прием становится настолько популярным в рекламе, что постепенно девальвируется и переходит в разряд рекламных клише. Тем не менее, манипулятивные возможности языка вообще и русского языка в частности чрезвычайно богаты. ВЫВОДЫ ПО ГЛАВЕ IIРезюмируя всё вышеизложенное, заметим, что основная задача перевода рекламных текстов выражается в содержательном и последовательном оригинала и перевода. Многиеособенности перевода связываются, в первую очередь, со спецификой языков (английского либо русского), т.е. языка на который (скоторого) осуществляется перевод. В рекламных текстах весьма распространены глагольные конструкции, они встречаются во всех частях рекламного текста – взаголовке, основном рекламном тексте. Кроме того, важную роль в синтагматическом рисунке, как русских, так и английских рекламных текстовиграют атрибутивные словосочетания. Поскольку одним из важнейших компонентов рекламного текстаявляется описание рекламируемого товара или услуги, атрибутивные сочетания, в состав которых входятнаречия и прилагательные, несут большую функциональную нагрузку.ЗАКЛЮЧЕНИЕРазвитие современной лингвистики характеризуется активным обращением к когнитивным методам исследования национальной картины мира.В процессе работы над рекламными текстами, предполагается, что целевая аудитория, на которую рассчитана реклама, не только говорит на другом языке, но и имеет определенные социальные и культурные особенности. Следовательно,является необходимой прагматическая адаптация текстов и слоганов, то есть переводчик должен внести определенные изменения в смысл и выражения, для того, чтобы добиться нужной реакции со стороны целевой аудитории. Иными словами, здесь мы говорим не о точности перевода, а, скорее, о передаче основной коммуникативной функции оригинала. Также важно отметить, что особую сложность представляют тексты, которые содержат упоминание о фактах и событиях, связанных с культурой определенного народа, национальными обычаями и историческими деталями, особенностями образа жизни, моды и т.д. Выполняя письменный перевод рекламного текста, переводчик должен передать прагматический аспект его содержания путем переадресации иноязычному реципиенту с учетом реакции, которую текст может вызвать у получателя. Цельюнашей дипломной работы былоисследованиеособенностей и стратегийпереводатекстов коммерческой рекламы. Для достижения цели исследования были решены следующие задачи:- дано определение рекламе как объекту лингвистического исследования;- рассмотрено рекламный дискурс как особый тип императивногодискурса;- обозначено проблему стратегий речевого воздействия в языкознании;- исследовано английские и русские рекламные тексты;- проанализировали ключевые стратегии при переводе слоганов;- рассказали об особенностях перевода глагольных сочетаний, а также атрибутивных словосочетаний и сравнений.В первой главеисследованиядана оценка рекламе как современному феномену социальной жизни, а также описали ее формы, функции и роли. Далее рассмотрели понятия рекламного текста и рекламного дискурса и обосновывали необходимость применения дискурсивного анализа для изучения рекламной коммуникации. Во второй главеисследования проведен подробный анализ реализации стратегии перевода рекламных текстов, кроме того, рассмотрены ключевые стратегии при переводе слоганов, глагольных иатрибутивных сочетаний и сравнений.В качестве вывода можно сказать, что перевод рекламы требует немалой предварительной подготовки, поскольку для выполнения качественного и адекватного перевода рекламного текста совершенно недостаточно выполнить просто грамотный перевод. Научные исследования показывают, что в силу своей специфики рекламный текст практически никогда не удается перевести дословно, поскольку в этом случае он наверняка теряет смысл и силу воздействия или прагматическую ценность.При переводе рекламы переводчик обязан вносить в исходный текст определенные поправки с учетом социально-культурных и психологических аспектов потребителя. 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М., The Oxford dictionary of the English Language: 40 тыс. словисловосочетаний, Oxford University Press, Астрель, АСТ, 2001.Michael Rundell, Gwyneth Fox, Macmillan English Dictionary, Macmillan Publishers Ltd., 2002.ПРИЛОЖЕНИЯПриложение 1Перевод слогановThere’s a place for everyone under the sun - For place under the ground – call us - Длякаждогоестьместоподсолнцем. Чтобы заказать место под землёй, звоните нам! If you can read this, it means it’s not too late - Есливычитаетэто, значитещёнеслишкомпоздно. It’s just like in the best restaurants. Youneedtomakeareservationbeforehand - Этосовсемкаквлучшихресторанах. Прежде всего, вам нужно зарезервировать место. Callusbeforethingsgowrong - Позвоните нам прежде, чем дела пойдут неважно. Relax, we’llhelpyou - Расслабься, мы поможем тебе.Bring your wife or your girlfriend. Heck, bring both of em. Notellmotel - Приводи свою жену или подругу, чёрт, приводи обеих. Неболтливый мотель.Someareborn, someareself-made, andsomelegendsarebuiltbygnarly, rusty-nailedstick - Одни родились, другие сделали себя, а некоторые легенды были построены из грубого штакетника. HotelsthatlovetosayYes!- Отели, которые любят говорить «да»!Think Different- Думай иначе. Breakfast of Champions- Завтракчемпионов.Good to the Last Drop - Хорошдопоследнейкапли.Where’s the Beef?- Гдеговядина?Мelt in your mouth, not in your hands - Таетворту, аневруках.Justdoit! - Просто сделай это!A Diamond is Forever - Алмаз – навсегда. They’re G-r-r-r-eat! - Онипрррекррасны. Have a break…Have a Kit Kat -Естьперерыв… Есть KitKat. Nothing Sucks like an Electrolux - Ничтонесосеттак, какElectrolux.Don’t Leave Home Without It - Не покидайте дом без этого.There are some things money can’t buy. Foreverythingelse, there’sMasterCard-Естьвещи, которыенельзякупить. Для всего остального существует MasterCard. ThinkDifferent - Думай иначе. Impossible is nothing- Невозможноевозможно. GotMilk? -Есть молоко?Do the Dew - Сделай Dew. Comics are art. But funnier - Комиксы – искусство. Только забавнее. Stop for nothing - Нестойзря. Peace, love and ice-cream! - Мир, любовьимороженое! You’lleitherlovethemoryou’llhatethem - Ты будешь или любить их, или ненавидеть. Youcouldforgetyouhavepets - Вы могли забыть, что у вас есть домашние животные.By plane you see less. Rentacar - С самолёта вы увидите меньше. Арендуйтемашину. Food, it’s no use hiding - Еда, прятаться бесполезно. Siemens finds its wayintoeverynookandcranny - Siemens находитпутьккаждомууголкуикаждойщели. Reallysour - Реально кислые. Kill a kid. Killafamily - Убитьребёнка – убитьсемью. Yourteethcanhidemany - В зубах много чего может прятаться. Talkwithconfidence - Говорите с уверенностью. Power to the pixels! - Всявластьпикселям!Our image. Your story - Нашакартинка. Ваша история. Yoursearchendshere - Ваш поиск кончается здесь.See what you're missing. Complete your search at Jupiterimages - Посмотрите, чтовытеряете. Улучшите результаты поиска с помощью Jupiterimages.Lookthroughus - Посмотри сквозь нас.Download your next campaign - Загрузитевашуследующуюкампанию.Don't look any further - Несмотридальше.We have enough ice to freeze the world - Унасхватитльда, чтобызаморозитьмир.People talk. Leave them speechless - Людиговорят. Заставь их замолчать.No Martini – no party - Нет Martini – нетвечеринки. Savanna. It's dry. But you can drink it - Savanna Dry. Он сухой, но ты можешь его пить.Onlyforgenius - Только для гениев. A taste of intensity - Вкусяркости.Gamardgoba wines. As proud as the Georgians - Грузинскиевина. Гордые как грузины. I will wait 11 000 days. I will wait 11 000 nights - Яжду 11 000 дней. Я жду 11 000 ночей. We all stand guard for 15 years - Мынастраже, итак 15 лет. For 12 years my flavour will grow and grow - 12 летмойвкусрастёт, растёт. Everyyearcounts - Каждый год имеет значение. The international boundless style. Theworld’sfavoritewhisky - Стиль, непризнающийграниц. Виски, который предпочитают во всём мире.Seriously black. Seriously appreciated - Серьёзночёрный. Серьёзное отношение к серьёзным достижениям.Discover a different angle - Откройтеновуюгрань.U can'ttouchthis! - Не трогай это! We do it your way - Делаемвсёпо-вашему. Makehimblush - Заставь его краснеть. The eau between earth and sky - Междунебомиземлёй. Not for everybody - Не для всех. Separates the men from the boys - Отделяетмужчинотмальчиков.It’s better in the dark - Этолучшевтемноте.Did you rock someone's world?- Ты изменил чей-то мир?It’s hard to find a good mix. TryonefromDoncafe - Это трудно – найти хорошую смесь. Попробуйте смесь от Doncafe.Each day has its moments - В каждом дне – его моменты.Tetleymaketea-bagsmaketea - Чайные пакетики, которые делает Tetley, делают чай.Lipton tea can do that - Чай Lipton этоможет. Start your revolution - Начнисвоюреволюцию.By the grace of mind with the grace of heart in the grace of light - Изяществоумаисердцавизяществесвета.From Here to Uternity - ОтсюдадоUternity.Fake watches are for fake people. Beauthentic. Bereal - Поддельные часы – для поддельных людей. Будьте аутентичными. Будьтенастоящими.Eleganceisanattitude - Элегантность – это склад личности.Watches for the few since 1791 - Часы для немногих с 1791 года. Envyyourself- Позавидуй себе.Greatmomentsintime - Незабываемые моменты времени.The art of craft. The craft of art - Искусноемастерство. Мастерское искусство.What are you made of? - ИзчегосделаныВы?Liveyourpassion - Живи со страстью.Morethanmeetstheeye - Больше, чем Вы видите на первый взгляд.Tomorrow’sclassics- Завтрашняя классика.Only the best is good enough - Только лучшее достаточно хорошо.A crown for every achievement - Венчаядостижения.A quick trip to the tropics - Быстрое путешествие в тропики. Techinside - Техно внутри. Life'saJourney - Жизнь – это путешествие.Wherenext? - Где в следующий раз?Stirsomethingdeepinside - Возбуждает что-то глубоко внутри. If you are hungry, nothing will come out of you - Еслитыголоден, изтебяничегоневыйдет. A glass and a half full of joy - Полторастаканарадости.Givethanks. Givelife - Дай возможность сказать спасибо. Дай жизнь.Is this your idea of blood donation? - Этовашспособсдаватькровь?It’sinyoutogive - Это в твоих силах – дать кровь.Ifheshouldfall, isyourbloodtheretosavehim? - Еслионупадёт, будетлинаготоветвоякровь, чтобыспастиего? Thewinninglook - Взгляд победителя. The shining Word for your shining world - СолидныйГосподьдлясолидныхгоспод.We were going to ask Bonington to take our cameras up Everest, but he asked us first - МысобиралисьпроситьБонингтонавзятьнашукамерунаЭверест, ноонпопросилнаспервым. D300 – a camera to get to know the world. D3—a camera the world wants to know - D300 – камера, чтобыузнатьмир. D3 – камера, которуюмирхочетузнать. Youcannevermakealastimpressiontwice - Вы никогда не сможете произвести последнее впечатление дважды.Приложение 2Тексты рекламных видеороликов и объявлений Do you know who I am?- One minute ... one minute please. Time ... thank you!Could you all please put down your pens and bring your papers to the front of the room?Thank you. Well done! Thank you ... Thank you ... Thank you.- Oh! I'm sorry you're too late.I gave you plenty of warnings about time.You've failed. Sorry.- Excuse me. Do you know who I am?- I have absolutely no idea.This is RussiaThis is Russia. It's beautiful. Very beautiful.Oldbut New.Full of drive.Cultural.Multi-cultural.Cross-cultural.Big.Very big.Genuine.Glamorous.Time-conscious.And sometimes fast. With good appetite.Natural.Cold.Hot. Smart. Rich. Very rich.The champion. Steady. Ready for anything.Creative.And talented.Curious.Modest.But hungry.Very hungry.Promising.And verygenerous.Very very generous. So different and so new - no wonder you want to open it.But so different and so new - you will never know what's insideYou never know... what attitude is behind business in Russia. Race.Fun.Fight. Circus.Good company. Reward. You never know... what way your negotiationsgoes in Russia. Formal.Informal.Relax. Extreme.Superextreme.You never know... what is the best guarantee in Russia. A paper.Two papers.A paper giving guarantee to the previous two.Money.Big money.Signature+ astamp.Good relationships. Very good relationships.Family relationships.Customs in Russia: you never know. You never know when. You never know where. You never know what. You never know who. You never know how... muchtime and efforts it takes. You never know... how time goes in Russia. Sometimestime just stops. Time is not just money - it's big money. At the same time - time is nothing. Time depends on the mood. Five minutes could turn to five hours. Deadline could be final and could be not. The work start doesn't mean that everybody starts. Deadline is the line you go along not the one you cross. How much time it's now in Russia. You never know how Russians finally managed todo it on time.Staff in Russia: you never know. Who does the work.Who is responsible.Whowill stay loyal.What is Russian capable of. You never know... what skills you willget making business in Russia. To get dressed warmer.To look deeper.To drink more.To sleep less.To speak Russian without accent.So open Russia with the one who knows it best. We are proud and happy thesebrands already did:More than 600 stores per year.Best established reputation. Best quality engineering solutions. Best project management. Join us. Open Russia with us. Let's open Russia!German Coast Guard- Mayday! MAYDAY!Hello! Can you hear us? Can you hear us? Over.Help! We are sinking! WE ARE SINKING!- Hello. This is a German Coast Guard.- WE ARE SINKING! WE ARE SINKING!- What are you thinking about?Apple Commercial. Think DifferentHere’s to the crazy ones.The misfits.The rebels.The troublemakers. The round pegs in the square holes.The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo.You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them.Because they change things. They push the human race forward.And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.The Telephone in the FutureEssay about the future. In the future, a telephone will be so small, that we can put it in our pocket and take it with us everywhere. We can see whom we're speaking with on a small screen and we can watch the news and TV shows on the phone all day.We can also listen to the radio by putting tiny speakers into our ears. The phone will have a built-in camera. You can see live football matches on the phone. You can play fun games and send pictures and messages instantly through the air.There's also a kind of gramophone inside the phone and thousands of great songs will come into the phone through the air.And do you know what else? You can make your own movie with your phone and you can record sounds. And you can even create your own ringtones!Old Spice – QuestionsHello ladies. How are you? Fantastic. Does your man look like me? No. Can hesmell like me? Yes. Should he use Old Spice Body Wash?I don't know.Do you like the smell of adventure? Do you want a man who smells like he can bake you a gourmet cake in the dream kitchen he built you with his own hands?Of course you do.Swan dive...into the best night of your life. So ladies, should your man smell like an Old Spice man?You tell me.The Truth About WaterWater may seem harmless, colorless, odourless, transparent. Water may seem harmless, but it kills millions of people every year all around the world just like that. Silently, quietly. When only a little bit of ink can reveal this terrible truth.Audi – GoodnightGood night, gluttony.A farewell long - awaited.Good night, expected.Good night, outdated.Good night, fluffy.And good night, stuffy.Good night, old luxury and all of your wares.Good night, bygones everywhere.Good morning, illumination.Good morning, innovation.Good morning, unequaled inspiration.Dumb Blonde in the library (banned commercial by Mercedes)- (loudly) Hello! I'd like to order French fries, a burger and a milk-shake.- This is the library!- (in a whisper) I'd like to order French fries, a burger and a milk-shake!Beauty is nothing without brains.Cravendale - Cats with ThumbsWhy do cats stare when you’re pouring milk ? It’s like they know it’s only a matter of time. The only thing between them and opposable thumbs. Imagine that — cats with thumbs! And what if they got together? Gangs of cats with thumbs.An organized army with one thing on their mind.Cravendale.Well, jogon, kitties.The Independent - Don'tDon't talk. Don't walk. Don't walk at night. Don't walk on the right. Don't drink. Don't think. Don't smoke. Don't take drugs. Don't eat beef. Don't be fat. Don't be thin. Don't chew. Don't spit. Don't swim. Don't breathe. Don't cry. Don't bleed. Don't kill. Don't experiment. Don't exist. Don't do anything. Don't fry your food. Don't fry your brain. Don't sit too close to the tele. Don't walk on a grass. Don't put elbows on the table. Don't put your feet on a seat. Don't play with scissor. Don't play with fire. Don't rebel. Don't smack. Don't touch. Don't masturbate. Not be the childish. Don't be old. Don't be ordinary. Don't be different. Don't stand out or be dropped. Don't buy. Don'tread. TheIndependent.BBC: Flying PenguinsThis recently discovered colony of penguins is unlike any other. They don't need to huddle together every winter for protection against the bitter cold because these little fellas can do something no other penguins can. Isn't that amazing? And how do they use this incredible ability? Well, they fly thousands of miles to rainforests of South America where they spend the winter basking in the tropical sun.The Love of Learning™They applauded us when we were right, corrected us when we were wrong, and helped us when we didn't know the difference. They were tough when they had to be, fun when they wanted to be, fair when they ought to be, and compassionate when they needed to be. Sure, they taught us I before E except after C, A, E, I, O, U, and sometimes Y, and who, what, where, when, why, and how. But they also taught us that we could do anything, and they believed it. Every good thing in the world, every song, every invention, every accord, every cure, every word exists because at some point, someone wanted to teach and someone else decided to learn.Here's to the love of learning and all those who choose to embrace it.Whiskas: I Need MeatLook, I'm a carnivore.I need meat. Meat keeps me on the top of my game. You give me vegetables, I give you the cold shoulder. But you give me meat and I'm talking protein here, oh, we'll get along just fine. Hubert!Fedex: Cast Away CommercialMan: HiWoman: HiMan: I was marooned on an island for five years with this package and I swore that I would deliver it to you, because I work for Fed ex.Woman: That's very admirable. Thank you.Man: Hey look, by the way, what's in the package?Woman: Uh, nothing really. Just a satellite phone, GPS locator, fishing rod, water purifier, and some seeds.Just silly stuff. Thank you again. You keep up the good work.Apple - iPad 2: NowNow we can watch a newspaper, listen to a magazine, curl up with a movie, and see a phone call, now we can take a classroom anywhere, hold an entire bookstore, and touch the stars, because now there’s this, iPad 2.Doritos: Crystal BallHey man! What's that?It's my crystal ball.It looks like a snow globe.Na-ah, it's real!Here, watch.Free Doritos at the office today?I think that's a yes!Free Doritos!Will I finally get that big promotion?Promotion?Not in your future.iPhone 3G: CheckWhat's great about the iPhone is that if you wanna check snow conditions on the mountain, there's an app for that. If you wanna check how many calories are in your lunch, there's an app for that. And if you wanna check where exactly you parked the car, there's even an app for that.Yup, there's an app for just about anything, only on the iPhone.Master Card - Priceless (Rock and roll)Your first amp: 200$.Your first strap: 30$.Your first guitar: 450$."May I try?""Ok"Rock and roll: priceless.There are some things money can’t buy. For everything else there is MasterCard. Accepted everywhere music is.What's Virgin Mean?- Mommy?- Yes, darling…- What’s virgin mean?- Sorry darling?- What does virgin mean?- Girls and boys, I mean grownups bodies are different but they are made to fit together in a very clever way. Like a jigsaw.- Like the jigsaws grandpa does?- Yes. I mean no no, you see, Daddy has a special thing and when mommy and daddy love each other a lot then daddy takes his special thing and puts it in mommy’s special place.- Winchester?- No darling. A special place on mommy’s body and uh that makes mommy feel very happy. It makes daddy feel happy as well. And eventually after awhile, sometimes quite quickly Daddy gets so happy there’s a sort of whoosh and all of daddy’s little seeds race out and rush to get to mommy’s egg. And that is called making love. Anyway until you do it for the first time, you’re well a virgin. I think that just about covers it.- So what’s extra virgin mean?KFC Ad - Love is foreverIt's a little bit funnyThis feeling insideI'm not one of those who can easily hideI don't have much moneyBut boy if I didI'd buy a big house whereWe both could liveAnd you can tell everybody,This is your songIt may be quite simple butNow that is doneI hope you don't mind, I hope you don't mindThat I put down in wordsHow wonderful life is now your in the worldPurplefeather: The Power Of Words [Blind Man] (sitting and nobody giving him money)[Purplefeather](writes on Blind Man’s sign)[Blind Man](people give blind man money)[Purplefeather](walks to Blind man)[Blind Man]What did you do to my sign?[Purplefeather] I wrote the same but different words.[Blind Man] Thanks loveIt’s a beautiful day and I can’t see it.Change your words. Change your world.Red Bull Ad - Frog Prince — Ribbit, ribbit.— Hey, it's the legendary frog prince.— Yeah.— I bet you want me to kiss you.— No. Actually, Princess, I'm feeling a little sluggish.A red bull energy drink is really what I want.— Well, alright, as long as you still turn into a prince.— Hah, hah, hah, hah.— My god! You're totally beefy!Wait, where are you going?— I want to check out the other princesses,keep my options open. Excuse me.— Typical prince. Red bull gives you wings.Well, don't expect Red Bull to grow wings on your back and actually make you fly. It helps to temporarily restore mental alertness and wakefulness if you're experiencing fatigue and drowsiness. JustsoyouknowGreat story Then i was loaded into a delivery truck, and thats how i ended here. Wow, thatsamasing! Did you hear that darling?Yeah... thats crazy... Never underestimate the power of a great story.Johnnie Walker – HumanI am faster than you, I am stronger..certainlyi will last much longer than you... You may think I'm in the future, but you're wrong, YOU are. If I had a wish.. I'd wish to be human to know how it feels..to feel.. to hope, to despair, to wonder, to LOVE... I can achieve immortality, by not wearing out..you can achieve immortality simply by doing one great thing... KEEP WALKING.Monkeys & Typewriters (Costa Coffee) It is said that if you give a roomful of monkeys a typewriter each, in time they’ll write the entire works of Shakespeare. So, if we gave the monkeys coffee machines instead, would they come up with the perfect cup of coffee? No. Because great coffee isn’t born of luck. It takes time and training to be an expert barista. Notallcoffeesarecreatedequal.100 000 books - books fresheners Until fairly recently Russians were the most ever readers in the world. However today they are buying and reading fewer books. This decrease of demand has become the real problem for bookstores. In response the largest chain of bookstores in Yekaterinburg "100 000 books" decided it was time to remained people about importance of reading. And there is one place where people do continue to read. That's the toilet. And if there is no books available in there they read anything that's at hand. In most cases it's turns to be the air fresheners. So we created the series of air fresheners with extract of world wide bestsellers, pretty damn. These book fresheners can now be founded in WC, shopping malls, business centers, offices, restaurants, bars and seen available in household stores. The book fresheners became very popular very quickly! In month followed the promotion "100 000 books"attended 23 per cent increase in shopper turnout. They are now going to be selling book fresheners in all chains outlets.Sprint Phone Commertial- I can watch live TV in my new Sprint Phone.- Oh, my Sprint Phone has TV and downloads music.- I can check e-mail.- I have that... and crime deterrent.- What?- Try and take my wallet.- Give me...Live TV. Wireless music downloads. EmailCrime deterrent.Old Spice:The Man Your Man Could Smell LikeHello, ladies.Look at your man. Now back to me. Now back at your man. Now back to me.Sadly, he isn't me. But if he stopped using lady scented body wash and switched to Old Spice, he could smell like he's me.Look down. Back up. Where are you? You're on a boat with the man your mancould smell like. What's in your hand? Back at me.I have it. It's an oyster with two tickets to that thing you love. Look again. The tickets are now diamonds.Anything is possible when your man smells like Old Spice and not a lady.I'monahorse.Intel Visual Life From the moment we are born, we live visually. We think visually. We imagine visually. We speak visually. Before words, we painted in caves. And when there were words, we used them to conjure up images. We paint pictures to tell stories. Take photos to share moments. And watch movies to take us places beyond our imagination. We make films to share what we love. And create images to get people talking. We are visual beings. It is through these visual experiences that we define who we are, what we believe and what we truly care about. We all live a visual life.How do you live yours?WalmartchristmasTEXTWake up, it's Christmas, come see the treeThere's presents underneath it,and I know there's some for meGet moving Mum and Dad, wake up already pleaseHow can you still be sleeping when it's 6am at least?Come with me downstairs, and make it fastI've waited weeks, I've waited months, our Christmas party's here at last.Wake up, it's ChristmasGRAMMARNote the informal use of "there's" with the plural "presents" and "some", when "there are" would be more gramatically correct.Mac vs. PC — Better ResultsHello, I'm a Mac.And I'm a PC.You know, I actually just finished a home movie. That's so funny, I just finished my own home movie.I did it in Movie. It was really easy.I doubt it's as excellent as mine, but I'd be happy to take a look.Hi, I'm a Mac home movie.That looks really professional, right?Well, great. Bye.What about yours? Can we see yours?What's up? PC home movie.Facebook: Unfriend Coal Once upon a time there was a school, and at the school was a boy who was very clever, and his name was Mark Zuckerberg. He wanted to have friends. Mark Zuckerberg found the friends, but they were inside and he wasn’t. So Mark invented Facebook, which invented lots of friends for him, and everyone said ‘hooray!’ And then they all wanted his money,but he had 500 million friends on Facebook, so no one could bully him.Facebook lives in a big box full of computers, and all the Facebook pictures and words and faces are kept inside it and the box is in Oregon. Facebook in the box eats a lot of special food called electricity.A good way of making electricity is by letting cheeky clouds with lips blow windmills round and round, but silly Mark Zuckerberg chose dirty old coal. Coal is made from rotten dinosaur food, and when you burn it, it dirties the air which makes our world grow hotter and meltier and floodier.But Mark Zuckerberg can still change his mind, and I know which one I would choose, and so do all his friends. If you let your friends down, you let yourself down, and with 500 million friends, it’s a long way down.John West: Funny Salmon Commercial Driven by primordial instinct, the salmon hurl themselves upstream to spawn at the same tranquil pools where they themselves were born. Given the countless hazards of this journey, only the fittest, richest tasting red salmon make it this far.Which is why others, driven by instincts of their own, are waiting. John West endures the worst to bring you the best.Anti-smoking CommercialI smoke when I get up in the morning. I smoke while I’m watching cartoons. We smoke in the car on the way to school. I usually smoke after dinner. Sometimes I smoke during my nap.When you smoke around your kids...I’m down to about a pack a day. ... it’s like they’re smoking. And smoking around them from birth, by age 5, meansthey’ll have inhaled over 100 packs. I’ve tried to quit. I need to try again.Second-hand smoke – it’s nothing to kid about.Nike: "I'm Making Myself" There's no better feeling than knowing that you gave 100% and that there was nothing left to give. Rain or shine, I push myself to the limit every day. And I don't believe in shortcut, because you don't earn anything, and you have to earn it.Google Translate for Animals I’m going to show you a new Android application that’s been developed through our translation technology.Our new app – Google Translate for Animals – translates animal speech into human vernacular. The handset records the animal sounds and then transmits them to our server where the speech recognition and translation engines analyze the neurobiological acoustics. The voice recognition software then checks itself against the millions of sounds in our animal linguistic database and produces a translation in plain English.Let’s see how Google Translate for Animals works. I activate the translate app. As you can see, there’s a large range of animals to choose from. I choose pig. Then, I make a recording. See here? It transcribes it, but if I push the speaker button, we can actually hear what Bella said. “New person.Smells good.” That’s amazing!Let’s find out what’s on Donna’s mind. “Love you.” Well... How about that!To get Google Translate for Animals, go to Android Market and search Translate for Animals.Nescafe Open Up (by Laurie Anderson)You can be rich with no money to spend, you can do everything when you understand,you can be mother when you are a man, open up - you know that you can.Open your eyes, open your mind, open your thoughts - Don’t stay behind! (Open up, open up, open up, open up)Nescafé (Open up, open up, open up, open up)The key is inside you to open your mind, you know what is out here - your heart can’t be blind, open your eyes and open your mind,open your thoughts - Don’t stay behind!Open your eyes, open your mind, open your thoughts - Don’t stay behind! (Open up, open up, open up, open up)Nescafé (Open up, open up, open up, open up)NescaféFunny Captain Morgan Beer Commercial- What was that?- What?- Are you in a bar? I thought you were too sick to come to my cousin’s wedding?- Oh no…Honey, that’s just the TV.- And now back to Jim in the newsroom.- According to the Turkish prime minister the economic situation there- The maxi mixers are going fast. How about a demo, Phil?- Look at that plays go, Trish.- And then he scores…- Rock those booty people.- Ten more, here we go. And one, two- There’s a slight wind…- Oh, a magnificent shot.- Oh boy, *** buckle, buckle*** attracts the female of the species.- Honey what’s that smell?- Jimmy tried to cook a turkey in the dishwasher.- Looks like nothing’s on.- Oh, try to get some rest, alright.- Okay.- ByeWWF: "We're All Connected" For this little panda to be happy, the tree has to be happy. And for the tree to be happy, the air it breathes has to be happy. And if the air is happy, the climate is happy. And if the climate is happy, nature is happy. And if nature is happy, people and the way they live and work, and the panda are all happy. A happy future is a serious business. We work in partnership with governments, corporations, and communities to secure that future, because we're all connected. Andthat'sWWF'sbusiness.EF - Live the language (London) London. Mum. Dad.Son.Tea.Sugar.Biscuit. Yellow. Red. Blue. Green.Black.School.Closed. Open. One student.Two students.Many students. Bus. Coins.Ice tea.Right.Left.Bookshop. Poe. Melville. Steinbeck. Wilde. Football. One policemen. Two policemen.Fish & Chips.An Englishman.Museum.New friends.Party. Live the language. EF.Cars.com: Go First Poison checker! Sometimes, it's better to let others go first,so that we can learn from their experiencesOh!See if it's clear.Nope, ain't clear.Like with car buying.Learn from the experience of others by reading consumer and expert reviews at cars.com... and find the perfect car.Words Hurt Oh there she is.She’s such a loser.I know.What a geek!Get lost!Words hurt. Don’t be a part of it.Animal Humane Society: I Want... I want to be a contenderI want a warm belly to sleep onA big houseHow do I look? Do I look good?I want to play hardMy nails done, once a monthI wantI want a homeI just want a homeI want someone to loveLast year more than 30,000 companion animals came to us without homes 20,000 of them were felinesLet’s make some homes TogetherSmell like a monster Hello, everybody, now look at yourself, now back to me, now back at yourself, now back to me. Sadly, you are not a Monster, but if you listen to Grover you will learn all about the word: “On”. Just as this monster does. Look down, back up. Where am I, ah, “I am on a boat”. What is in your hand? Back at me. I have it, it is a clam with two tickets to that thing your love. (clam bites nose) “On my nose”. Anything is possible when you smell like a Monster and you know the word “On”. “I amonahorse. Cow”.Приложение 3Языковые средства привлечения вниманияЛексические средстваЛексика, обозначающая уникальность товара и его положительные качестваТропы и стилистические приемыПриложение 4Схема 1.Виды рекламыПриложение 5Схема 2.Классификация рекламных стратегийПриложение 6Схема 3. Виды переводческих стратегий