PRAGMATICS OF TRANSLATING GENDER-ORIENTED ADVERTISING

Petrenko O.B. та Kizuk O. (2025) PRAGMATICS OF TRANSLATING GENDER-ORIENTED ADVERTISING. Педагогічна наука і освіта ХХІ століття, 2025 (№5). с. 79-87. ISSN 3006-6166

Текст Петренко О., Кізюк О..pdf Завантажити (8MB)

Анотація

The article examines the pragmatic features of translating gender-oriented advertising in the context of globalisation and intercultural communication. It has been found that advertising discourse is a powerful means of social influence that shapes gender stereotypes, behaviour patterns and cultural perceptions of social roles. It is substantiated that the translation of gender-marked advertising texts goes beyond the linguistic level and requires consideration of cultural, social and psychological factors of perception. The article identifies the key pragmatic means of implementing the gender code in advertising, including addressivity, emotionally evaluative vocabulary, imperative constructions, metaphorical language and visual elements. The main translation difficulties have been outlined, particularly those related to cultural barriers, semantic asymmetry and the reproduction of wordplay, allusions and politically correct meanings. The strategies of translational adaptation are described, including localisation, cultural neutralisation, explication and creative translation (transcreation), aimed at achieving equivalence of pragmatic effect. It has been shown that the translator acts not only as a linguistic but also as a cultural mediator responsible for maintaining ethical balance and avoiding discriminatory or stereotypical meanings. The research materials can be applied in the practice of translating advertising texts, as well as in teaching courses in translation studies, linguistic pragmatics and intercultural communication. It is concluded that the pragmatics of translating gender-oriented advertising lies in conveying the communicative intent while considering sociocultural, ethical and gender factors. Therefore, a successful translation should ensure equivalence of effect rather than merely of content, be sensitive to the norms of political correctness, avoid stereotyping and reproduce the consumer’s positive identity.

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