Aesthetics as a problem in the translation of advertising texts

This article is devoted to the study of aesthetics as a problem of translation of advertising texts. The role of aesthetic component and function in the process of translation of an advertisement message from one linguistic and cultural community to another is defined. The main categories of advertisement texts have been identified according to the degree of the necessity to make aesthetic adaptation of the original text, as well as the basic means and techniques of advertising texts translation for the most complete transfer and preservation of their aesthetic impact on the target group.