Управление образования г.

Алматы
Алматинский государственный гуманитарно-педагогический колледж №2

Специальность: 0512000
«Переводческое дело»
Квалификация: 0512013
«Переводчик»

Курсовая работа

По предмету: «Теория и практика перевода»

«The main aspects of translation of newspapers and magazines»

Выполнила: Кужаева Айкен

Группа: ПД-35

Руководитель: Мельникова К.С.

Алматы

2011
 CONTENTS

INTRODUCTION………………………………………………………….3

I. THEORETICAL ASPECTS OF TRANSLATION OF NEWSPAPERS

AND MAGAZINES

1.1. The classification of translation styles………………………………..5

1.2. The newspaper style in translation …………………………………..16

1.3. The publicist style in translation……………………………………..25

II. THE PRACTISE IN TRANSLATION OF NEWSPAPERS AND

MAGAZINES

2.1. The translation of articles………………………………….................37

2.2. The translation of brochures………………………………………….41

CONCLUSION…………………………………………………..................43

BIBLIOGRAPHY………………………………………………………….44
 INTRODUCTION

The peculiarities of translation may be approached from several angels:

styles a language, their peculiarities, their goals and their interrelation; stylistic
meaning of words; stylistic devices; their nature and structure; their expressive
function; foregrounding of linguistic means for stylistic purpose and its
attention –compelling of function. The translation of texts belonging to
different functional styles of the language presents a vast comprehensive
problem. A style a language dependent upon the sphere of communication and
the aim of communication which determine the peculiar shoes of language
means. These means are interrelated from a system is characteristic of each
style. Texts belonging to different styles of language posses distinctive stylistic
features and thus are easily recognizable although they may to some extent
vary from language to language. These features can be classified as leading or
subordinate, obligatory or optional.
Nowadays, widespread materials of information are of course news, which go
to us by newspapers, magazines, etc. We are trying find exact, short
information, on which don’t need spend much time, so the actual of
newspapers and magazines really high, today.
The structure of these text capacious and informative and that is important
shouldn’t strain the brain, because people reading it as relaxing literature. A
newspaper text has a range of characteristic lexical and syntactic traits that
differentiate it from a scientific and technical text.
In contrast to the neutral language of scientific and technical texts, the
language of articles is often emotionally charged, that makes it closer to the
language of belles-lettres. In such texts we come across different figures of
speech, metaphors, idioms, elements of humor, sarcasm, irony etc. A full-
fledged translation of a newspaper text must include besides a correct rendition
of actual content all emotional elements included in the original, it’s political

3
focus etc. In general, a newspaper text is characterized by brevity and
laconicism, with this trait appearing especially prominent in newspaper
headings.
The aim: the search of the most effective ways of translation of newspapers
and magazines;
The objectives: -to study and analyze types of language styles;
-to define the peculiarities of newspaper and publicistic styles translation;
-to practise in translation of newspapers and magazines;
The structure: this work consists of Introduction; Theoretical and practical
parts; Conclusion; Bibliography.
The first part describes different and styles of language, the peculiarities of
translation of newspaper and publicistic styles.
The second part consists of translation of texts belonging to newspaper and
publicistic styles.
Bibliography contains the list of literature, which investigated in the sphere of
translation and materials from the internet.

4
 I. THEORETICAL ASPECTS OF TRANSLATION OF
NEWSPAPERS AND MAGAZINES
1.1. The classification of translation styles
In different situation of communication, people use different manners of expressing
their thoughts, which are usually called styles.
A style of language is a system of interrelated language means, which serves a
definite aim in communication. Each style is recognized by the language community
as an independent on the aim of communication.
Each style of language is characterized by a number individual features. This can be
classified as leading or subordinate, constant or changing, obligatory or optional.
Each style can be subdivided into a number of sub style retains the most
characterized features of the root style in all aspects.
The expression of stylistic peculiarities of the source text in translation is necessary
to fully convey the communication intent of the source text. Special language media
securing the desirable communication of the text are called stylistic devices and
expressive means.
First of all, a translator is to distinguish between neutral, bookish and colloquial
words and word combinations, translating them by relevant units of the Target
language. Usually it is routine task. It sometimes is hard to determine the correct
stylistic variety of a translation equivalent. But, as in almost all instances of
translation, the final decision is taken on the basis of context and background
information.

5
 Types of translation

human Machine

(can be singled out

depending on the
Oral
Written predominant)

Consecutive Literary
Informative Literary
Simultaneous Literary Folklore
Drama Prose Poetry

Scientific Official Newspaper Technical

Newspaper style
Newspaper style includes informative materials: news in brief, headlines, ads,
additional articles. But not everything published in the paper can be included in N.S.
we mean publicist essays, feature articles, scent. Reviews are not N.S. to attract the
readers attention special means are used by British & are. Papers ex: specific
headlines, space ordering. We find here a large proportion of dates, personal names of
countries, institutions, individuals. To achieve an effect of objectivity in rendering
some fact or event most of info is published anonymously, without the name of
newsman who supplied it, with little or no subjective modality. But the position of the
paper becomes clear from the choice not only of subj. matter but also of words
denoting international or domestic issues. Sub styles to understand the language
peculiarities of English newspaper style it will be sufficient to analyze the following
basic newspaper features: 1) brief news items;2) advertisements and announcements;
3) headlines; Brief items: its function is to inform the reader. It states only facts
6
without giving comments. The vocabulary used is neutral and common literary.
Specific features are: a) special political and economic terms; b) non-term political
vocabulary; c) newspaper clichés; d) abbreviations; e) neologisms.

Newspaper style

Advertisement and
Brief news items announcements
and uniqcommues

Press report Articles purely

informational in
character

Publicist style
Publicistic style (oratory, speeches, essays, articles) the style is a perfect ex.
Of historical changeability of stylistic differentiation of discourses. In Greece it was
practiced in oral form which was named P. in accordance with the name of its
corresponding genre. PS is famous for its explicit pragmatic function of persuasion
directed at influencing the reader & shaping his views in accordance with the
argumentation of the author. We find in PS a blend of the rigorous logical reasoning,
reflecting the objective state of things & a strong subjectivity reflecting the authors’
personal feelings and emotions towards the discussed subject. Sub styles: The oratory
essays, journalistic articles, radio and TV commentary. It makes use of a great humbler
of expressive means to arouse and keep the public's interest: repetition, gradation,
antithesis, rhetorical questions, emotive words, elements of colloquial speech. Radio
and TV commentary is less impersonal and more expressive and emotional. The essay
is very subjective and the most colloquial of the all sub styles of the publicistic style. It
makes use of expressive means and tropes. The journalistic articles are impersonal.
7
 Publicistic style

The oratory essays Radio and TV

commentary
Journalistic
articles

Belles-lettres style.
Belles-letters (the style of fiction) embraces:1)poetry; 2)drama; 3)emotive prose. B-l
style or the style of imaginative literature may be called the richest register of
communication: besides its own lan-ge means which are not used in any other sphere
of communication, b-l st. makes ample use of other styles too, for in numerous works
of literary art we find elements of scientific, official and other functional types of
speech. Besides informative and persuasive functions, also found in other functional
styles, the b-l style has a unique task to impress the reader aesthetically. The form
becomes meaningful and carries additional info. Boundless possibilities of expressing
one's thoughts and feelings make the b-l style a highly attractive field of research for a
linguist.
The belles-lettres style, in each of its concrete representations, fulfils the aesthetic
function, which fact singles this style out of others and gives grounds to recognize its
systematic uniqueness, i.e. charges it with the status if an autonomous functional style.

Belles-letters style

Poetry
Emotive prose
Drama

8
 Scientific Prose Style.
The style of scientific prose has 3 subdivisions:1) the style of humanitarian sciences;
2) the style of "exact" sciences; 3) the style of popular scientific prose. Its function is
to work out and ground theoretically objective knowledge about reality. The aim of
communication is to create new concepts, disclose the international laws of existence.
The peculiarities are: objectiveness; logical coherence, impersonality, unemotional
character, exactness. The scientific prose style consists mostly of ordinary words
which tend to be used in their primary logical meaning. Emotiveness depends on the
subject of investigation but mostly scientific prose style is unemotional. Grammar: The
logical presentation and cohesion of thought manifests itself in a developed feature of
scientific syntax is the use of established patterns - postulator; - formulate;
argumentative; the impersonal and objective character of scientific prose style is
revealed in the frequent use of passive constructions, impersonal sentences. Personal
sentences are more frequently used in exact sciences. In humanities we may come
across constructions but few. Some features of the style in the text are: - use of
quotations and references; - use of foot-notes helps to preserve the logical coherence of
ideas. Scientific popular style has the following peculiarities: emotive words, elements
of colloquial style.
The scientific prose style

The style of
humanitarian The style of popular
sciences
The style of “exact” scientific prose
sciences

9
 The Style of Official Documents:

1) Language of business letters;

2) Language of legal documents;
3) Language of diplomacy;
4) Language of military documents;
The aim: 1. to reach agreement between two contracting parties; 2. to state the
conditions binding two parties in an understanding. Each of sub styles of official
documents makes use of special terms. Legal documents: military documents,
diplomatic documents. The documents use set expressions inherited from early
Victorian period. This vocabulary is conservative. Legal documents contain a large
proportion of formal and archaic words used in their dictionary meaning. In diplomatic
and legal documents many words have Latin and French origin. There are a lot of
abbreviations and conventional symbols. The most noticeable feature of grammar is
the compositional pattern. Every document has its own stereotyped form. The form
itself is informative and tells you with what kind of letter we deal with. Business
letters contain: heading, addressing, salutation, the opening, the body, the closing,
complimentary clause, the signature. Syntactical features of business letters are - the
predominance of extended simple and complex sentences, wide use of participial
constructions, homogeneous members. Morphological peculiarities are passive
constructions, they make the letters impersonal. There is a tendency to avoid pronoun
reference. Its typical feature is to frame equally important factors and to divide them
by members in order to avoid ambiguity of the wrong interpretation.

10
 The style of Official
Documents

Language of legal
Language of business documents
letters
Language of Language of
military diplomacy
documents

1) Functional Styles of the English Language

According to Galperin: Functional Style is a system of interrelated language means
serving a definite aim in communication. It is the coordination of the language means
and stylistic devices which shapes the distinctive features of each style and not the
language means or stylistic devices themselves. Each style, however, can be
recoquized by one or more leading features which are especially conspicuous. For
instance the use of special terminology is a lexical characteristics of the style of
scientific prose, and one by which it can easily be recognized. Classification: 1. The
Belles - Lettres Functional Style. a) poetry; b) emotive prose; c) drama; 2. Publicistic
Functional Style, a) oratory; b) essays; c) articles in newspapers and magazines; 3.
The Newspaper Functional Style. a) brief news items; b) advertisements and
announcements; c) headlines; 4. The Scientific Prose Style. a) exact sciences; b)
humanitarian sciences; c) popular-science prose; 5. The Official Documents
Functional Style. a) diplomatic documents; b) business letters; c) military documents;
d) legal documents;
2) Expressive means and stylistic devices
Stylistics studies the special media of language which are called stylistic devices and
expressive means. Expressive means and stylistic devices form three large groups

11
of phonetic, lexical, syntactical means and devices. Each group is further subdivided
according to the principle, purpose and function of a mean or a device in an utterance.
Stylistics studies the types of texts which are distinguished by the pragmatic aspect of
the communication and are called functional styles of language. Expressive means of
a language are those phonetic, morphological, word-building, lexical, phraseological
and syntactical forms which exist in language-as-a-system for the purpose of logical
and/or emotional intensification of the utterance. These intensifying forms have
special functions in making the utterances emphatic. A stylistic device is a conscious
and intentional intensification of some typical structural and/or semantic property of a
language unit (neutral or expressive) promoted to a generalized status and thus
becoming a generative model. A stylistic device is an abstract pattern, a mould into
which any content can be poured.
3) Text and discourse
The original words of something written or printed, as opposed to a paraphrase,
translation, revision or condensation. There are two types of text: according to
channel (oral and written) and according to structure message (literary, humanistic,
scientific-technician, juridical, administrative, advertising, colloquial and
journalistic). Text has got two properties: coherence and cohesion. Coherence
property is to give the sensation that one speaks of the same thing. Cohesion
property is a group of mechanism to connect the parts of a text. Text is an semantic,
syntactic and pragmatic structure constituted for several levels of organization. The
process of activation of the text by relating it to a context of use we call discourse.
Characteristics: 1. contextually – a unity of represented events, the participants of
these events, attendant circumstances, their background and estimation of the events
by the participants. 2. Personality – a concrete interaction of two individuals; its an
act of self-expression in a communicative situation. 3. processuality – viewing
discourse not as a final product (result), but as a process of alternation of two stages.
Generation of utterances & their interpretation by both communicants in their
common effort to work-out the structure of discourse at every concrete moment
12
4. Situativity – the correspondence between discourse & the norms of the language
situation, the communicative situation & sociative situation, provided by the
discourse coordinates by the time space. 5. closeness & completeness.
4) Word & its meaning
The list and specifications of connotational meanings vary with different linguistic
schools and individual scholars and include such entries as pragmatic (directed at the
perlocutionary effect of utterance), associative (connected, through individual
psychological or linguistic associations, with related and nonrelated notions),
ideological, or conceptual (revealing political, social, ideological preferences of the
user), evaluative (stating the value of the indicated notion), emotive (revealing the
emotional layer of cognition and perception), expressive (aiming at creating the
image of the object in question), stylistic (indicating "the register", or the situation of
the communication). This structure is constituted of various types of lexical
meanings, the major one being denotational, which informs of the subject of
communication; and also including connotational, which informs about the
participants and conditions of communication. The most essential feature of a word
is that it expresses the concept of a thing, process, phenomenon, naming (denoting)
them. Concept is a logical category, its linguistic counterpart is meaning.
Newspaper and Publicist Styles in translation
These styles possess many features in common yet texts belonging to these styles
present considerable variety and may be divided into two groups: texts containing
information and texts commenting on it.
News in brief and information articles (newspaper style proper) are devoid of
emotive and individual colouring, hence wide use of impersonal passive and
Nominative with the infinitive constructions which are also impersonal in character.
Clichés form an outstanding feature of this type of text. They are characterized by a
considerable compactness of form which is due to want of space. Condensation in its
extreme form is especially apparent in headlines and that is the reason why headlines
have their own structural peculiarities: omission of auxiliaries, a wide use
13
of verbals, of attributive models, etc., all making for compactness.
Articles containing commentaries (publicist style proper) chief among them editorials
possess a distinct emotive colouring. Their vocabulary is literary and their syntax is
rather complicated. Their objective is to influence public opinion, not to inform the
reader but to convince him that the paper’s interpretation is correct and to bring him
round to its point of view, to condition his views and opinions. This fact explains the
use of various expressive means.
Eleven Die in Zagreb Floods
Eleven people are known to have died and tens of thousands are homeless after
floods which struck Zagreb on Monday.
This brief note possesses a number of peculiar features which have no equivalents in
Russian newspaper style: the use of the Present tense instead of the Past; the use of
the Nominative Infinitive construction (a secondary predicate according to
L.Barchudarov); clichés which are not identical with the Russian clichés. This being
the case, several transformations have been resorted to in the translation of the above
brief note.
Наводнение в Загребе
Согласно сообщениям, вчера в Загребе в результате наводнения погибло
одиннадцать человек, и десятки тысяч остались без крова.
The information contained in the original text is rendered equivalently, no sign item
has been omitted but the norms of the Russian newspaper style have caused the
omission of some lexical units and the use of substitutions.
Commenting articles, as has been pointed out, bear a distinctive emotive colouring
due to the expressive means in them, though these means are hardly ever original.
The use of trite metaphors, for example, is more frequent in English newspapers than
in Russian papers. That is why trite metaphors are not infrequently substituted or
even omitted in translation.
The metaphor used in the following example is toned down in the translated text.
The Industrial Relations Bill is an attempt to slit the throat of trade-unions.
14
Законопроект об отношениях в промышленности – это попытка задушить
профсоюзы.
Although the metaphor “to slit the throat” has a corresponding equivalent in the
Russian phrase перерезать горло Russian usage does not admit the combination
перерезать горло профсоюзам.
That is why the translation substitutes the less picturesque verb задушить which
expresses the same meaning and is traditionally used in similar contexts as a sort of
cliché.
Different expressive devices (allusions among them) are used in newspaper articles to
condition the reader’s views and opinions.
The phrase “the winter of discontent” from Richard III by Shakespeare is widely used
in different political contexts and is often adapted to the situation, e.g.
Some Trade-Unions warn the Government that it will be a winter of discontent.
The definite article has been substituted by the indefinite, and the possessive pronoun
is omitted.
In the following example the adaptation is more conspicuous: the word summer is
substituted for winter and the possessive pronoun is also omitted.
In former French Africa it was the summer of discontent. One hundred thousand
citizens of Chad, led by their president, took to the wind-blown streets of Fort Lamy
to protest French involvement in Chad’s internal affairs.
В бывшей французской Африке лето было тревожное. Сто тысяч граждан
республики Чад с президентом во главе вышли на занесенные песком улицы
Форт Лами в знак протеста против вмешательства Франции во внутренние
дела республики.
In this case the pragmatic aspect of translation comes to the fore. The Russian reader
may not recognize the allusion and it will not call forth the necessary response on his
part, whereas the allusions, even in its altered form, is familiar to the English reader.
This consideration justifies its omission.

15
 1.2. The newspaper style in translation
Newspaper style was the last of all the styles of written literary English to be
recognized as a specific form of writing standing apart from other forms. English
newspaper writing dates from the 17th century. It took the English newspaper more
than a century to establish a style and a standard of its own. And it is only by the 19th
century that newspaper English may be said to have developed into a system of lan-
guage media, forming a separate functional style.
Thus, English newspaper style may be defined as a system of interrelated lexical,
phraseological and grammatical means which is perceived by the community as a
separate linguistic unity that serves the purpose of informing and instructing the
reader.
A Newspaper is a publication containing news, information and advertising. General-
interest newspapers often feature articles on political events, crime, business,
art/entertainment, society and sports. Most traditional papers also feature an editorial
page containing columns that express the personal opinions of writers.
Supplementary sections may contain advertising, comics and coupons.
Newspaper language, unconditionally, has the certain specificity distinguishing it
from language of the art or scientific literature, from informal conversation. It is a
consequence of long selection of language, expressive means.
The language of the newspaper messages, which have historically developed in
system of English language, has a number of the common features varying from an
epoch by an epoch, and also set of private features inherent in separate newspaper
genres, publications.
The quantitatively-qualitative analysis of newspaper lexicon has revealed the big
percent of own names of establishments and the organizations etc. Higher in
comparison with other styles percent of numerals and in general the words
concerning a lexical and grammatical field of plurality, and also an abundance of
dates. Prominent feature of newspaper lexicon is the considerable quantity of political
terms. An Evident line of journalese is the frequent use of international words and
16
neologisms. Last represent doubtless interest as are frequently difficult for
understanding.
Stages of work on the newspaper text
Work on removal lexicon – grammatical difficulties which arise at reading of original
newspaper texts should precede text reading. The correct understanding of the text
can be interfered by ignorance of political conditions, country realities where there
was an event. The translator should learn to read silently with out of transfer
understanding, since. Only such kind of reading gives the chance to the translator to
concentrate on a semantic aspect of the text and to extract from the text the
information. One of the main practical purposes of studying o a foreign language also
consists in it. Exact transfer does not promote; and frequently prevents to understand
sense of the text as distracts pupils on operation on code conversion of the text
speaking another language in the Russian.
Therefore in particular at the initial stage, the translator should select such simple
newspaper articles which can be understood without knowledge of all words,
resorting to a language guess, without fixing attention to known words, i.e. – without
transfer. It is not necessary to split up the text for parts as it destroys its composition
and does not promote information extraction. When the test is excessively great, the
translator can lower separate paragraphs if it does not infringe upon the basic
contents.
Also the translator should familiarize with the general contents of the text and
advance the work purpose. To explain for itself separate words. To understand the
text, to remove difficulties of lexical and grammatical character. Removal of
difficulties before text reading – expedient methodical reception as differently
paragraph reading in the newspaper can turn to tiresome deciphering.
While translating newspaper lexicon, it is necessary to work with word-combinations,
instead of with the isolated words.
For example – words supreme soviet, supreme court, power in combinations great
power, state power in combinations great power, state power.
17
While translating newspaper lexicon it is necessary to lead work on accumulation of
newspaper typical phrases regularly. Then it will be easier to translator to team them
in the course of newspaper reading.
Word-combinations can be clear in the text, but the general sense is not clear. For this
purpose it is useful to vary texts. Then transfer of the varied texts will be perceived in
the order sense, without code conversation in native language signs.
English newspaper style may be defined as a system of interrelated lexical,
phraseological and grammatical means which is perceived by the community
speaking the language as a separate unity that basically serves the purpose of
informing and instructing the reader.
The most concise form of newspaper informational is the headline. The headlines of
news items, apart from giving information about the subject – matter, also carry a
considerable amount of appraisal (the size and arrangement of the headline, the use of
emotionally colored words and elements of emotive syntax), thus indicating the
interpretation of the facts in the news item that follows.
A) Brief news items
The function of a brief news item is to inform the reader. The following grammatical
peculiarities of brief news items are of paramount importance, and may be regarded
as grammatical parameters of newspaper style.
It goes without saying that the bulk of the vocabulary used in newspaper writing is
neutral and common literary. But apart from this, newspaper style has its specific
vocabulary features and is characterized by an extensive use of:
a) Special political and economic terms, e. g. Socialism, constitution, president,
apartheid, by-election, General Assembly, gross output, per capita production.
b) Non-term political vocabulary, e. g. public, people, progressive, nation-wide,
unity, peace.
c) Newspaper cliches, i. e. stereotyped expressions, commonplace phrases familiar to
the readert e. g. vital issue, pressing problem, informed sources, danger of war, to
escalate a war, war hysteria, overwhelming majority, amid stormy appiause.
18
d) Abbreviations - names of organizations, public and state bodies, political
associations, industrial and other companies, various offices, etc.—known by their
initials are very common, e.g. UNO (t/nited Nations Organization), TUG (Trades
Union Congress), NATO (North Atlantic Treaty Organization), AFL-CIO (
Federation of Labour-Congress of /industrial Organizations), EEC (European
Economic Community), TGWU (Transport and General Workers Union), FO
(Foreign Office), PIB (Prices and /ncomes Board),
e) Neologisms. These are very common in newspaper vocabulary. The newspaper is
very quick to react to any new development in the life of society, in science and
technology.
e.g. lunik, a splash-down (the act of bringing a spacecraft to a water surface), a teach-
in (a form of campaigning through heated political discussion), backlash or white
backlash (a violent reaction of American racists to the Negroes' struggle for civil
rights).
The following grammatical peculiarities of brief news items are of paramount
importance, and may be regarded as their grammatical parameters:
a) Complex sentences with a developed system of clauses.
b) Verbal constructions (infinitive, participial, gerundial) and verbal noun
constructions.
c) Syntactical complexes, especially the nominative with the infinitive. These
constructions are largely used to avoid mentioning the source of information or to
shun responsibility for the facts reported.
e) Specific word-order. The word-order in one-sentence news paragraphs and in what
are called "leads" is more or less fixed.
A) The headline is the title given to a news item of a newspaper article. The main
function of the headline is to inform the reader briefly of what the news that follows
is about. Syntactically headlines are very short sentences of phrases of a variety of
patters:

19
 Full declarative Nominative sentences
sentences

Questions in the forms Elliptical sentences

of statements. Full
declarative sentences
Questions in the forms of
statesment
Interrogative sentences
Interrogative sentences Headlines including
direct speech

Complex sentences

Sentences with article

omitted

Phrases with verbal

The headline (the title given to a news item or an article) is a dependent form of
newspaper writing. The main function of the headline is to inform the reader briefly
what the text that follows is about. But apart from this, headlines often contain
elements of appraisal, i.e. they show the reporter's or the paper's attitude to the facts
reported or commented on, thus also performing the function of instructing the
reader. English headlines are short and catching, they "compact the gist of news
stories into a few eye-snaring words. A skillfully turned out headline tells a story, or
enough of it, to arouse or satisfy the reader's curiosity."
The headlines of news items, apart from giving information about the subject-matter,
also carry a considerable amount of appraisal (the size and arrangement of the
headline, the use of emotionally colored words and elements of emotive syntax), thus
indicating the interpretation of the facts in the news item that follows.
20
C) Advertisements and announcements.
The function of advertisement and announcement is to inform the reader. In classified
advertisements and announcements various kinds of information are arranged
according to subject – matter into section, each bearing an appropriate name.
As for the separate advertisements and announcements, the variety of language form
and subject – matter is to great that hardly any essential features common to all be
pointed out.
Advertising
Newspapers have been hurt by the decline of many traditional advertisers.
Department stores and supermarkets could be relied upon in the past to buy page, of
newspaper advertisements, but due to industry consolidation are much less likely to
do so snow. Additionally, newspapers are seeing traditional advertisers shift to new
media platforms, and mobile.
Advertising materials should not be translated word by word; what is more, in some
cases it is absolutely inadmissible. A literal translation may weaken the message the
message of the slogan, and even more – it may have an adverse effect – no
acceptance of the goods by the target audience.
Advertising slogans – are aggressive yet not annoying calls aimed to stimulate people
buying certain products. A slogan should be brief; informative, memorable and
strongly related to the brand it promotes.
All these should be considered by a professional translator of advertising slogans in
doing so he or she should preserve the message of the slogan.
Look at Johnnie Walker slogan: ‘Born 1820-Still going Strong!’
The literal translation into Russian: ‘Рожден в 1820 и до сих пор крепчает’ is
boring and has no the meaning of the original. Why not try and translated it like this:
‘Начиная с 1820 года – обошел весь мир!’
-not a word by word translation yet strong! In this case a target audience grasps the
idea of international success of the brand. Mistakes in Translation of Advertising
Slogans in some cases an advertising slogan may remain in the language of the
21
original. Remember this: ‘Volkswagen. Das Auto?’ This slogan in German in a
Russian commercial is associated with German quality. The translation is not needed,
it even harmful.
A) The editorial
Editorials are an intermediate phenomenon bearing the stamp of both the newspaper
style and the publicist style.
The function of the editorial is to influence the reader by giving an interpretation of
certain facts. Emotional coloring in editorial articles is also achieved with the help of
various stylistic. But not everything published in the paper can be included in N.S. we
mean publicist essays, feature articles. Reviews are not N.S. to attract the readers
attention special means are used by British & are.
Papers ex: specific headlines, space ordering. We find here a large proportion of
dates, personal names of countries, institutions, individuals. To achieve an effect of
objectivity in rendering some fact or event most of info is published anonymously,
without the name of newsman who supplied it, with little or no subjective modality.
But the position of the paper becomes clear from the choice not only of subj. matter
but also of words denoting international or domestic issues.
The function of the editorials (leading articles or leaders) is to influence the reader by
giving an interpretation of certain facts. Editorials comment on the political and other
events of the day. Their purpose is to give the editor's opinion and interpretation of
the news published and suggest to the reader that it is the correct one. Like any
evaluative writing, editorials appeal not only to the reader's mind but to his feelings
as well. Hence the use of emotionally colored language elements, both lexical and
structural.
Editorials are characterized by a subjective handling of facts, political or otherwise.
They have much in common with classical specimens of publicistic writing and are
often looked upon as such. However, newspaper evaluative writing unmistakably
bears the stamp of newspaper style. Thus, it se^ms natural to regard newspaper
articles, editorials included, as coming within the system qf English newspaper style.
22
But it should be noted that while editorials and other articles in opinion columns are
predominantly evaluative, newspaper feature articles, as a rule, carry a considerable
amount of information, and the ratio of the informative and the evaluative varies
substantially from article to article.
Common Methods of Newspaper Headlines Translation
1. Inversion. This transformation is demanded by a fixed word order in the
English sentence. It is often conditioned on the degree of compatibility freedom in
both languages: ‘Most favoured nation trading status’ – ‘Статус наибольшего
благоприятствования в торговле’. ('The Economist'). Polynominal word
combinations which are frequently used for creating news headlines in the British and
American periodicals often include attributes which represent a full sentence: ‘The
no-room-at-the-in incident’-‘Инцидент, связанный с отсутствием мест в
гостинице’ (‘The Sun’). The principal of the translation of such news headlines
includes the following steps: 1. To figure out the bearing word; 2. to select semantic
groups; 3. to make a translation starting with the bearing word.
2. The replacement of parts of speech or parts of a sentence
Replacement of certain parts of speech or members of sentence is required in order to
achieve adequate translation: ‘Bill Clinton faces bypass operation’ – 'Билу Клинтону
предстоит перенести шунтирование’ (International Herald Tribune). It is the
syntactical and semantic transformation that the sentence undergoes in the above case
– the definite clause is replaced by the indefinite one due to the peculiarities of the
Russian language. Thus, the simple predicate faces in the English headline is
substituted for the complex verbal predicate предстоит перенести in the Russian
variant.
3. Word addition is required in order to clear up the meaning of a headline and
deliver adequate translation: ‘For bush it’s the man that matters – ‘Для Буша не
столько детальный план, сколько человек, способный выполнить его’.
The laconism of the English language allows omitting the subordinate clause we add
to the Russian variant without any significant changes in the meaning. As one can
23
observe, apart from the method of addition the method of inversion is also used in
this case. Another example is: ‘Feel the hate, fear and loathing in New York’ –
‘Почувствуйте ненависть, страх и отвращение, царившие в Нью-Йорке’.
‘US. Reservist convicted over abuse in Iraqi prison’ – ‘Американский резервист
осужден за жестокое обращение с заключенными из иракской тюрьмы’.
4. Literal translation can take place in case of the similarity of the syntactical
structure and word order in the English and the Russian sentence. In this case the
English news headline may be rendered into Russian without any significant changes.
Here it is possible to omit an article or any other functional word or to change the
semantic character of a word. Literal translation should not be mixed with a word-
for-word translation which always leads to a mistake. Example of the use of literal
translation method. – ‘Lebanon extends term of its president’ – ‘Ливан продлевает
срок правления президента’.

24
 1.3. Publicistic style
A functional style of language is a system of interrelated language means which
serves a definite aim in communication. A functional style is thus to be regarded as
the product of a certain concrete task set by the sender of the message. Functional
styles appear mainly in the literary standard of a language. In fact the standard
English literary language in the course of its development has fallen into several
subsystems each of which has acquired its own peculiarities which are typical of the
given functional style. In the English literary standard we distinguish the following
major functional styles (hence FS):
1) The language of belles-lettres.
2) The language of publicistic literature.
3) The language of newspapers.
4) The language of scientific prose.
5) The language of official documents.
The publicistic style of language became a separate style in the middle of the 18th
century. It also falls into three varieties, each having its own distinctive features.
Unlike other styles, the publicistic style has a spoken variety, namely, the oratorical
sub-style. The development of radio and television has brought into being another
new spoken variety, namely, the radio and TV сommentary. The other two substyles
are the essay (moral, philosophical, literary) and journalistic articles (political, social,
economic) in newspapers, journals and magazines. Book reviews in journals,
newspapers and magazines and also pamphlets are generally included among essays.
The general aim of publicistic style, which makes it stand out as a separate style, is to
exert a constant and deep influence on public opinion, to convince the reader or the
listener that the interpretation given by the writer or the speaker is the only correct
one and to cause him to accept the point of view expressed in the speech, essay or
article not merely through logical argumentation but through emotional appeal as
well. This brain-washing function is most effective in oratory, for here the most
25
powerful instrument of persuasion, the human voice, is brought into play.
Due to its characteristic combination of logical argumentation and emotional appeal,
publicistic style has features in common with the style of scientific prose, on the one
hand, and that of emotive prose, on. the other. Its coherent and logical syntactical
structure, with an expanded system of connectives and its careful paragraphing,
makes it similar to scientific prose. Its emotional appeal is generally achieved by the
use of words with emotive meaning, the use of imagery and other stylistic devices as
in emotive prose; but the stylistic devices used in publicistic style are not fresh or
genuine.- The individual element essential to the belles-lettres style is, as a rule, little
in evidence here. This is in keeping with the general character of the style.
The manner of presenting ideas, however, brings this style closer to that of belles-
lettres, in this case to emotive prose, as it is to a certain extent individual. Naturally,
of course, essays and speeches have greater individuality than newspaper or
magazine articles where the individual element is generally toned down and limited
by the requirements of the style,
Further, publicistic style is characterized by brevity of expression. In some varieties
of this style it becomes a leading feature, an important linguistic means. In essays
brevity sometimes becomes epigrammatic.
The oratorical style of language is the oral subdivision of the publicistic style. It has
already been pointed out that persuasion is the most obvious purpose of oratory.
Certain typical features of the spoken variety of speech present in this style are: direct
address to the audience (ladies and gentlemen, honorable member(s), the use of the
2nd person pronoun you, etc.), sometimes contractions (/'//, won't, haven't, isn't and,
others) and the use of colloquial words.
The stylistic devices employed in oratorical style are determined by the conditions of
communication.
Repetition can be regarded as the most typical stylistic device of English oratorical
style. Almost any piece of oratory will have parallel constructions, antithesis,
suspense, climax, rhetorical questions and questions-in-the-narrative. It will be no
26
exaggeration to say that almost all the typical syntactical stylistic devices can be
found in English oratory. Questions are most frequent because they promote closer
contact with the audience. The change of intonation breaks the monotony of the
intonation pattern and revives the attention of the listeners.
The essay is a literary composition of moderate length on philosophical, social,
aesthetic or literary subjects.
The essay was very popular in the 17th and 18th centuries. In the 17th century essays
were written on topics connected with morals and ethics, while those of the 18th
century focused attention on political and philosophical problems.
The most characteristic language features of the essay, however, remain 1) brevity of
expression, reaching in good writers a degree of epigrammaticalness, 2) the use of the
first person singular, which justifies a personal approach to the problems treated, 3) a
rather expanded use of connectives, which facilitate the process of grasping the
correlation of ideas, 4) the abundant use of emotive words, 5) the use of similes and
sustained metaphors as one of the media for the cognitive process. It is in the
interrelation of these constituents that the real secret of the essay sub style consists.
The language of political magazine articles differs little from that of newspaper
articles as described in the chapter on Newspaper Style. But such elements of
publicistic style as rare and bookish words, neologisms, traditional word-
combinations and parenthesis are more frequent here than in newspaper articles.
The publicistic style is used in public speeches and printed public works which are
addressed to a broad audience and devoted to important social or political events,
public problems of cultural or moral character.
It falls into three varieties, each having its own distinctive features. Unlike other
formal styles, the publicist style has spoken varieties, in particular, the oratorical sub-
style. The development of radio and television has brought into being a new spoken
variety – the radio and television commentary. The other two are the essay and
articles in newspapers, journals and magazines.
The general aim of the publicist style is to exert influence on public opinion, to
27
 convince the reader or the listener that the interpretation given by the writer or the
speaker is the only correct one and to cause him to accept the point of view expressed
in the speech, essay or article not merely by logical argumentation, but by emotional
appeal as well.
This brain-washing function is most effective in oratory, for here the most powerful
instrument of persuasion is brought into play: the human voice. Due to its
characteristic combination of logical argumentation and emotional appeal, the
publicistic style has features in common with the style of scientific prose or official
documents, on the one hand, and that of emotive prose, on the other. It’s coherent and
logical syntactic structure, with an expanded system of connectives and its careful
paragraphing, makes it similar to scientific prose. Its emotional appeal is generally
achieved by the use of words with emotive meaning, the use of imagery and other
stylistic devices as in emotive prose. The publicistic style also has some elements of
emotionally colored colloquial style as the author has no need to make their speech
impersonal (as in scientific or official style), but, on the contrary, he or she tries to
approximate the text to lively communication, as though they were talking to people
in direct contact.
Oratory and Speeches
The oratorical style is the oral subdivision of the publicistic style. The most obvious
purpose of oratory is persuasion, and it requires eloquence. This style is evident in
speeches on political and social problems of the day, in orations and addresses on
solemn occasions as public weddings, funerals and jubilees, in sermons and debates
and also in the speeches of counsel and judges in courts of law.
The sphere of application of oratory is confined to appeal to an audience and
therefore crucial issues in such spheres as science, art, or business relations are not
touched upon.
Direct contact with the listeners permits the combination of the syntactical, lexical
and phonetic peculiarities of both the written and spoken varieties of language. In its
leading feature, however, the oratorical style belongs to the written variety of
28
language, though it is modified by the oral form of the utterance and the use of
gestures. Certain typical features of the spoken variety of speech present in this style
are:
a) direct address to the audience by special formulas (Ladies and Gentlemen!; My
Lords! – in the House of Lords; Mr. Chairman!; Honourable Members!; Highly
esteemed members of the conference!; or, in less formal situation, Dear Friends!; or,
with a more passionate colouring, My Friends!). Expressions of direct address can be
repeated in the course of the speech and may be expressed differently (Mark you!
Mind!).
b) special formulas at the end of the speech to thank the audience for their attention
(Thank you very much; Thank you for your time).
c) the use of the 1st person pronoun we; 2nd person pronoun you: We hold these
Truths to be self-evident, that all Men are created equal, that they are endowed by
their Creator with certain unalienable Rights, that among these are Life, Liberty, and
the Pursuit of Happiness…(Th. Jefferson, The Declaration of Independence).
d) the use of contractions I’ll; won’t; haven’t; isn’t and others: We’re talking about
healing our nation. We’re not talking about politics. We’re all here to do everything
in our power to save lives… I’m here to thank you for hearing that call. Actually, I
shouldn’t be thanking you, I should be thanking a Higher Power for giving you the
call (George W. Bush).
e) features of colloquial style such as asking the audience questions as the speaker
attempts to reach closer contact: Sometimes it is said that man cannot be trusted with
the government of himself. Can he, then, be trusted with the government of others?
Or have we found angels in the forms of kings to govern him? (Th. Jefferson), or
calling upon the audience: Let us then, with courage and confidence, pursue our own
federal and republican principles (ibid).
Like the colloquial style, oratory is usually characterized by emotional coloring and
connotations, but there is a difference. The emotional coloring of the publicist style is
lofty – it may be solemn, or ironic, but it cannot have the “lowered” connotations
29
(jocular, rude, vulgar, or slangy) found in colloquial speech. The vocabulary of
speeches is usually elaborately chosen and remains mainly in the sphere of high-
flown style:
Four score and seven years ago our fathers brought forth on this continent, a new
nation, conceived and so dedicated in Liberty, and dedicated to the proposition that
all men are created equal.
Now we are engaged in a great civil war, testing whether that nation, or any nation so
conceived, can long endure. We are met on a great battle-field of that war. We have
come to dedicate a portion of that field, as a final resting place for those who here
gave their lives that that nation might live. It is altogether fitting and proper that we
should do this (A. Lincoln, The Gettysburg Address).
The stylistic devices employed in the oratorical style are determined by the conditions
of communication. If the desire of the speaker is to rouse the audience and to keep it
in suspense, he will use various traditional stylistic devices. Stylistic devices are
closely interwoven and mutually complementary thus building up an intricate pattern.
For example, an antithesis is framed by parallel constructions, which, in their turn,
are accompanied by repetition, while a climax can be formed by repetitions of
different kinds.
But, in a larger sense, we cannot dedicate – we cannot consecrate – we cannot hallow
this ground. The brave men, living and dead, who struggled here, have consecrated it,
far above our poor power to add or detract. The world will little note, nor long
remember what we say here, but it can never forget what they did here. It is for us the
living, rather, to be dedicated here to the unfinished work which they who fought
here have thus far so nobly advanced. It is rather for us to be dedicated to the great
task remaining before us – that from these honored dead we take increased devotion
to that cause for which they gave the last full measure of devotion – that we here
highly resolve that these dead shall not have died in vain – that this nation, under
God, shall have a new birth of freedom – and that the government of the people, by
the people, for the people, shall not perish from the earth (A. Lincoln).
30
As the audiences rely only on memory, the speaker often resorts to repetition to
enable his listeners to follow him and retain the main points of the speech. Repetition
is also resorted to in order to persuade the audience, to add weight to the speaker’s
opinion. The following extract from the speech of the American Confederate general,
A.P. Hill, on the ending of the Civil War in the U.S.A. is an example of anaphoric
repetition:
It is high time this people had recovered from the passions of war. It is high time that
counsel were taken from statesmen, not demagogues… It is high time the people of
the North and South understood each other and adopted means to inspire confidence
in each other.
A mere repetition of the same idea and in the same linguistic form may bore the
audience and destroy the speaker-audience contact, therefore synonymous phrase
repetition is used instead, thus filling up the speech with details and embellishing it,
as in this excerpt from a speech on Robert Burns:
For Burns exalted our race, he hallowed Scotland and the Scottish tongue. Before his
time we had for a long period been scarcely recognized; we had been falling out of
recollection of the world. From the time of the Union of the Crowns, and still more
from the legislative union, Scotland had lapsed into obscurity. Except for an
occasional riot, or a Jacobite rising, her existence was almost forgotten. (All those
different phrases simply repeat the idea “nobody knew us, Scots, before”).
Repetition can be regarded as the most typical stylistic device of the English
oratorical style. Almost any piece of oratory will have parallel constructions,
antithesis, climax, rhetorical questions and questions-in-the-narrative. It will be no
exaggeration to say that almost all typical syntactical devices can be found in English
oratory. Questions are most frequent because they promote closer contact with the
audience. The change of intonation breaks the monotony of the intonation pattern and
revives the attention of the listeners:
No? You don’t want to leave the U.N. to the Europeans and Russians? Then let’s stop
bellyaching about the U.N., and manipulating our dues, and start taking it seriously
31
for what it is – a global forum that spends 95 percent of its energy endorsing the wars
and peacekeeping missions that the U.S. wants endorsed, or taking on the thankless
humanitarian missions that the U.S. would like done but doesn’t want to do itself. The
U.N. actually spends only 5 percent of its time annoying the U.S. Not a bad deal!
(Thomas L. Friedman. The New York Times, May 29, 2001)
The desire of the speaker to convince and to rouse his audience results in the use of
simile and metaphor, but these are generally traditional ones, as fresh and genuine
stylistic devices may divert the attention of the listeners away from the main point of
the speech. Besides, unexpected and original images are more difficult to grasp and
the process takes time.
In political speeches, the need for applause is paramount, and much of the distinctive
rhetoric of a political speech is structured in such a way as to give the audience the
maximum chance to applaud. One widely used technique is an adaptation of an
ancient rhetorical structure – the three-part list: X, Y, and Z. These lists are not of
course restricted to politics only: signed, sealed and delivered; Father, Son, and Holy
Spirit; Tom, Dick, and Harry; the truth, the whole truth, and nothing but the truth;
this, that, and the other.
Such lists, supported by a strong rhythm and a clear rising + falling intonation
sequence, convey a sense of rhetorical power, structural control, and semantic
completeness. They are widely used in formal writing. And they are especially
common in political speeches, where the third item provides a climax of expression
which can act as a cue for applause.
In an acclaimed study of speech and body language in political speeches, using
videotaped data, specialists found such instances:
Governor Wallace: and I say segregation now, segregation tomorrow, and
segregation forever.
Norman Tebbit: Labour will spend, and borrow and borrow, and tax and tax.
Tony Ben: and they kill it secretly, privately, without debate.
32
History and literature provide numerous examples:
Abraham Lincoln: Government of the people, by the people, for the people.
Mark Anthony: Friends, Romans, Countrymen…
Winston Churchill: This is not the end. It is not even the beginning of the end. But it
is perhaps the end of the beginning.
And even crowds use tripartite sequences: Lone voice: Maggie, Maggie, Maggie.
Crowd: In, in, in.
Consider the prosodic pattern of a fragment of the speech delivered by Margaret
Thatcher at the Conservative Party Conference in 1980. (Pauses are shown in seconds
or tenth of a second; stressed words are underlined; pitch jumps are shown by
arrows): This week has demonstrated that we are a party united in purpose , strategy
and resolve. Audience: Hear, hear. (After M. Atkinson, 1984.)
In the House of Commons, as in other government chambers, the period set aside for
MPs to put questions to ministers is a linguistic game par excellence. The formal
asking of a question is a chance to do several things – to focus public attention on an
issue, express identity with a party political line, or cause trouble for the ‘other side’.
It is a chance to get oneself noticed, settle old scores, or repay a constituency debt.
Just occasionally, it is a real question, to which the questioner wishes to receive a real
answer. Parliamentary questions are asked for a reason, which are often little to do
with the semantic content of the question and more to do with the kind of
confrontation which is taking place.
Skilled politicians can resort to several techniques in order to evade an awkward
question e.g. to ignore the question, to decline to answer it, or acknowledge it without
answering it, etc.
The questions politicians receive are rarely straightforward, but are preceded by a
series of often unclear and controversial claims. This can be seen in the analysis of
one question which was addressed to a cabinet minister during a radio interview.
Well now – when Mr. Helistine protested at the cabinet meeting on December 12th –
33
 over the fact that Mrs. Thatcher had cancelled this meeting on December 13th – he
raised a protest – which as you know – in his resignation statement he said – he said
wasn’t recorded in the cabinet minutes – and now he’s gone back and said that he
wants that protest recorded – can you say –as –as a bit of an expert on the
constitution – probably more than a bit of an expert – can you honestly say – as a
member of the cabinet – that you were happy that Mrs. Thatcher allowed proper
discussion by all the cabinet in detail of this very important decision for defence?
Elucidating the content of this question brought to light 20 possible issues, among
them
Presuppositions for the validity of the question: There was a decision on defence. The
decision was important. The cabinet did not properly discuss the decision…
Assertions about others: Thatcher cancelled the cabinet discussion. Helistine
protested the cancellation. Somebody omitted the protest from the record…
Attributions about respondent: You are an expert on the constitution. You are a
member of the cabinet…
Propositions in question: Thatcher allowed discussion. Thatcher allowed discussion
in detail…
Questions to be answered: do you agree that some/all propositions are true? Can you
agree that some/all propositions are true and be honest about it?
Yes
No
Of course, no one would have reached cabinet minister rank who would use such one-
word answers by way of reply. What the questioner will receive is better categorized
as a response rather than an answer.
The Essay
This genre in English literature dates from the 16th century, and its name is taken
from the short “Essays” (=experiments, attempts) by the French writer Montaigne,
which contained his thoughts on various subjects. An essay is a literary composition
of moderate length on philosophical, social or literary subjects, which preserves a
34
clearly personal character and has no pretence to deep or strictly scientific treatment
of the subject. It is rather a number of comments, without any definite conclusions.
Consider an extract from Ben Johnson (16th century):
Language most shows a man; speak, that I may see thee. It springs of the most retired
and in most parts of us, and is the image of the parent of it, the mind. No glass
renders a man’s form or likeness so true, as his speech, and, as we consider features
and composition in a man, so words in language. Some men are tall and big, so some
language is high and great. Then the words are chosen, the sound ample, the
composition full, all grace, sinewy and strong. Some are little and dwarfs; so of
speech, it is humble and low; the words are poor and flat; the members are periods
thin and weak, without knitting or number.
Nowadays an essay is usually a kind of feature article in a magazine or newspaper.
Essays are written commonly by one and the same writer or journalist, who has
cultivated his own individual style. Some essays, depending on the writer’s
individuality, are written in a highly emotional manner resembling the style of
emotive prose (Hail, Nickel. Mother of Murder! Blessed destroyer of human flesh!
Balm of twenty-six million corpses in six years! D. Cusack), others resemble
scientific prose and the terms review, memoir, or treatise are more applicable to
certain more exhaustive studies: Taking English Poetry in the common sense of the
word, as a peculiar form of the language, we find that it differs from prose mainly in
having a regular succession of accented syllables. In short it possesses metre as its
characteristic feature…(S. Maugham).
The essay on moral and philosophical topics in modern times has not been so popular,
probably because a deeper scientific analysis and interpretation of facts is required.
The essay in our days is often biographical; people, facts and events are taken from
life. These essays differ from those of previous centuries – their vocabulary is simpler
and so is their logical structure and argumentation. But they still retain all the leading
features of the publicist style.
The most characteristic language features of the essay, however, remain
35
1. Brevity of expression;
2. The use of the first person singular, which justifies a personal approach to the
problems treated;
3. A rather expended use of connectives, which facilitates the process of grasping the
correlation of ideas;
4. The abundant use of emotive words;
5. The use of similes and metaphors as one of the media for the cognitive process.
In comparison with the oratorical style, the essay aims at a more lasting, hence at a
slower effect. Epigrams, paradoxes and aphorisms are comparatively rare in oratory,
as they require the concentrated attention of the listener. In the essay they are
commoner, for the reader has an opportunity to make a careful and detailed study
both of the content of the utterance and its form.

36
 II. THE PRACTISE IN TRANSLATION OF NEWSPAPERS AND
MAGAZINES
2.1. Articles
Self Development Tips
Советы по саморазвитию
As long as you are still alive, you are capable of changing and growing. You can do
anything you want to do, be anything you want to be. Listen to some positive
thoughts on how to continue your self development and then apply them in your own
life.
Пока Вы живете, Вы способны изменяться и расти. Вы можете сделать всё, что
захотите и стать таким, каким Вы хотите быть. Послушайте несколько
позитивных идей о том, как продолжить Ваше саморазвитие и затем примените
их в Вашей собственной жизни.
1. Accept personal responsibility for your own growth; no one can do it for you.
What you do today will determine your readiness for tomorrow.
Примите личную ответственность за Ваш собственный рост, никто не может
сделать этого за Вас. Что Вы предпримите сегодня, определит вашу готовность
к завтрашнему дню.
2. Take time every day to do something for yourself.
Каждый день выделяйте время, чтобы сделать что-то для себя.
3. Take classes to stay current in your field of expertise. The world is changing
rapidly and you must learn to manage change to avoid obsolescence. The way Will
Rogers put this was that "Even if you are on the right track, if you just sit there you
will get run over."
Занимайтесь, чтобы оставаться компетентным в своей области. Мир изменяется
быстро и Вы должны учиться, чтобы соответствовать изменениям. Уил Роджер
сказал: "Даже если Вы на правильном пути, но засиживаетесь там, Вы
неизбежно потерпите крах".
37
4. Listen to cassette tapes on personal and professional growth topics.
Слушайте кассеты о личном и профессиональном росте.
5. Never look back to the past - you only can control your actions in this instant, so
what should you be doing right now?
Никогда не оглядывайтесь - Вы можете контролировать свои действия только в
данный момент, так что думайте о том, что Вы должны делать именно сейчас.
6. Learn from "other people's experience" rather then having to try everything for
yourself. It shortens the time needed to learn.
Учитесь на опыте других людей, Вам не нужно пробовать все лично. Это
сокращает время необходимое для учебы.
7. Dealing with a problem helps you learn patience and strengthens your management
skills; it is good mental exercise.
Решение проблем помогает Вам научиться быть терпеливым и увеличивает
Ваши возможности справляться со сложными ситуациями; это хорошее
упражнение для интеллекта.
8. Analyze, in a non-judgmental way, mistakes in which you were involved. It will
help you to prevent these in the future.
Анализируйте, но не поверхностно, ошибки, которые Вы совершили по той или
иной причине. Это поможет Вам избежать их в будущем.
9. Reward yourself when you catch yourself working on the most important
priorities.
Награждайте себя, когда понимаете, что Вы правильно определили приоритеты.
10. Never say something can't or won't be done. Keep looking for ways to do it.
Никогда не говорите, что что-то нельзя или не получится сделать. Продолжайте
искать способы решения проблемы.

Source: ‘Native language’

Newspaper №11, 2005.
38
‘Daily news’ №7, 25.07.2008.

Scyscraper Transformed into Solar Power Station

Solar panels produced by the Japanese Company Sharp have transformed the 25-
storey, 118-metre high CIS Tower in Manchester, where the British insurance
company CIS has its headquarters, into the highest solar power station in Europe.
Currently, the Solar batteries that fully cover three sides of one building in the office
complex can produce about 180 HW/hr of electricity is enough to power
approximately, 1000 computers. While producing the solar panels especially for this
project, the Japanese specialists have taken into account the scheme of fastening the
surface wicks to the facade of the building, it is true that the project cost more than $
12 million, but the authors of this project, an engineer Andrew Thompson in particular,
are sure that the ecological benefit for the environment of Great Britain and the public
approval of the company’s efforts are worth the expenditure they have been spent on.
Currently, seventeen similar projects are being worked out in Great Britain. They are
being subsidized partially by the government, environmental organizations and other
agencies.

39
‘Дейли ньюз' №7, 25.07.2008.

Небоскреб превратили в солнечную электростанцию

Солнечные панели от японской компании Sharp превратили в 25-этажный 118
метровый небоскреб CIS Tower в Манчестере, где размещается штаб-квартира
британской страховой компании CIS, в самую высокую солнечную панель в
Европе. Теперь солнечные батареи закрывающие полностью три стороны одного
из технических корпусов офисного комплекса, показывают способность
производить до мегаватт-часов электроэнергии в год, чего достаточно для
работы примерно тысячи компьютеров. Солнечные панели изготовлены
японцами специально для этого проекта с учетом схемы крепления этих
«облицовочных плиток» на фасаде здания.
Проект обошелся более чем в 12 $ миллионов, но его авторы в частности
инженер Эндрю Симпсон уверены, что экологические выгоды для природы
Британии и общественное признание этих усилий компании вполне стоят
затраченных денег.
В настоящее время в Британии находятся в разработке 17 схожих проектов,
финансирование которых частично идет за счет правительства,
природоохранных и других организаций.

40
 2.2. Brochure
A brochure or pamphlet is a leaflet advertisement. Brochures may advertise locations,
events, hotels, products, services, etc. They are usually succinct in language and eye-
catching in design. Direct mail and trade shows are common ways to distribute
brochures to introduce a product or service. In hotel and other places that tourists
frequent, brochure racks or stands may suggest visits to amusement parks and other
points of interest. The two most common brochure styles are single sheet and booklet
forms.
The most common types of single –sheet brochures are the bi-fold (a single sheet
printed on both sides and folded into halves) and the tri-fold (the same, but folded into
thirds). A bi-fold brochure results in four panels (two panels on each side), while a tri-
fold results in six panels (three panels on each side).
Other folder arrangements are possible: the accordion or 7-fold method, the ‘Gable’
method, etc. Larger sheets, as those with detailed maps or expansive photo spreads, are
folded into four, five or six panels.
Booklet brochures are made of multiple sheets most often saddle stitched (stapled on
the creased edge) or ‘perfect bound’ like a paperback book, and result in eight panels
or more.
Brochures are often printed using four color process on thick gloss paper to give an
initial impression of quality. Business may turn out small quantities of brochures on a
computer printer or on a digital printer, but offset printing turns out higher quantities
for less cost.

41
A

В данной брошюре обобщен опыт переводчиков компании «Сахалин Энерджи

Инвестмент Компани Лтд.», накопленный за время реализации проекта
«Сахалин-2». В ней представлены на двух языках (русском и английском)
история проекта и основная терминология, использованная в проектной
документации. Переводчики компании делятся личным опытом и
воспоминаниями, предлагают свои варианты перевода сложных лексических и
фразеологических единиц. Отдельный раздел посвящен организации
переводческого процесса в компании. Брошюра представляет интерес для
переводчиков, специалистов нефтегазовой отрасли, персонала международных
компаний, работающих в России, а также для широкого круга читателей.

This brochure summarises the experience that

translators working for Sakhalin Energy Investment Company Ltd. gained during
implementation of the Sakhalin-2 project. It features in two languages – Russian and
English – the project history and the basic terminology used in the project
documentation. In-house translators share their personal experiences and memories,
and offer their own variants for translation of intricate terms and idioms. A special
section is dedicated to translation services and procedures followed within the
company. The brochure will be interesting for translators / interpreters, oil and gas
specialists, personnel of multinational companies operating in Russia, as well as the
general reader.

42
 CONCLUSION

The theory of translation provides the translator with the appropriate tools of
analysis and synthesis, makes him aware of what he is to look for in the
original text? What type of information he must convey in TT and how he
should act to achieve his goal. In the final analysis, so to speak, with translation
universals and is the basis for all other theoretical study in the area, since it
describes what translation is and what makes it possible. The translation has to
preserve and fit into a different linguistic and social context a gamut of shades
of meaning and stylistic nuance expressed in the original text by a great variety
of language devices: neutral and emotional words, archaic words and new
coinages, metaphors and similes, foreign borrowings, dialectical, jargon and
slang expressions, stilted phrases and obscenities, proverbs and quotations,
illiterate or inaccurate speech, and so one and so forth.
As a kind of practical activities translation is a set of action performed by the
translator while rendering ST into another language. These action are largely
intuitive and the best results are naturally achieved by translators, who are best
suited for the job, who are well-train or have a special attitude, a talent for it
Masterpieces in translation are created by the best translation in an art, a
creation of a talented, high-skilled professional. In spite of ‘translation rule’
quoted above, there is difference between the translation of newspaper and
publicistic styles.
The aim of this work was to introduce the translation approach to newspaper
and publicistic styles of language literature. By this work, I made a conclusion,
that for translating the newspapers and other kinds of publicistic styles, we
should know different cultures, different social and historical background, and
pragmatic aspects of the translating process. Publicistic style is a distinctive
branch of informative written translation. In this case we must know political
events, language structure, mental of article.
43
 BIBLIOGRAPHY

1. Бархударов Л.С. Язык и перевод. М., 1975.

2. Ермолович Д.И. Основы профессионального перевода. М., 1996.
3. Комиссаров В.Н. Общая теория перевода. М., 1999.
4. Комиссаров В.Н. Общая теория перевода. М., 1999.
5. Комиссаров В.Н. Теоретические основы методики обучения
переводу. М., 1997.
6. Крупнов В.Н. Пособие по общественно-политической лексике и
официально-деловой лексике. М., 1984.
7. Миньяр-Белоручев Р.К. Как стать переводчиком. М., 1994.
8. Миньяр-Белоручев Р.К. Теория и методы перевода. M.. I996.
9. Шмаков С.Я. Перевод газеты: адекватность на уровне структуры
текста // Коммуникативно-стилистические аспекты переводческой
деятельности. М., 1994.
10. Паршин А. Теория и практика перевода.- М.: Русский язык, 2000.
11. Cruse, D.Alan Lexical Semantics. M., 1986.
12. Oxford University Press, Oxford.
13. Арнольд И.В. Основы лингвистических исследований: Учеб. пособие. –
М.: Высш. шк., 1991.
14 Русско-английский словарь / В.М. Мюллер, В.А. Камлан, В.А. Дашевская.
– М., 1995.
15. Современный английский язык (Слово и предложение): Учеб. метод.
пособие для студентов педвузов и фак-тов иностр. яз. – Иркутск,1997.
16. The Issues in English Philology (Study Manual): For advanced students and for
teachers of English. – Irkutsk, 1998.
17. Leech G., Svartvik J. Communicative Grammar of English. – М.:
Просвещение, 1983.
44