Adaptation of an advertising message of airline advertising texts in the new realities: cultural, socio-economic and linguistic restrictions

The article reviews the linguistic features of adapting airline advertising texts to the Russian media landscape. In the context of fierce competition between brands, the need for translation and transmission of advertising messages for carriers of a different culture is escalating. Along with this, the question of the adaptation of cultural characteristics is also raised, which allows us to consider translation as international communication. The intricacy of an advertising message roots in the fact that a media text as a whole combines both linguistic techniques and socio-cultural aspects. A unique advertising text is a material saturated with various types and kinds of information, where a conflict of form and content inevitably arises. As a rule, the original AD copy is built on puns and metaphors, so literal translation destroys the whole message. Successful distribution of the brand brings forward the issue of not conveying the meaning as such, but also of its adaptation in the country. Particular attention is paid to translation techniques that contribute to an adequate perception of the advertising text by the addressee at an emotional level. Analyzing the most effective translation practices, the authors exemplify the slogans and advertising texts of international airlines, adapted to Russian realities. A more detailed comparative analysis was carried out by the authors on the example of materials of the South Korean national carrier, clearly demonstrating a wide range of linguistic expressive means in the source and target languages.