CHALLENGES OF TRANSLATING ADVERTISING TEXTS: PRAGMALINGUISTIC ASPECTS

Abstract

This study examines the translation of advertising texts from a pragmalinguistic perspective, emphasizing the complex interplay between language, culture, and communication. Translating advertisements presents unique challenges due to their reliance on cultural references, idiomatic expressions, persuasive rhetoric, and wordplay. The paper explores how translators must adapt linguistic and stylistic elements to maintain the intended pragmatic effect in the target language while considering cultural norms, audience expectations, and legal regulations. Drawing on the works of Breus, Komissarov, and other scholars, the study highlights the importance of pragmatic transcreation—the process of recreating messages to elicit equivalent emotional and cognitive responses in the target audience. Through the analysis of contextual interpretation, idiomatic variation, and structural contrasts between English, Russian, and Uzbek, the paper demonstrates how pragmatic, semantic, and stylistic components function interdependently in translation. The findings underscore that successful translation of advertising texts requires not only linguistic competence but also pragmatic awareness, cultural sensitivity, and adherence to ethical and legal constraints to preserve communicative effectiveness and persuasive intent.