On the issue of preserving advertising and pragmatic potential of feature films’ titles in comparing English and Russian

The article addresses such linguistic phenomenon as filmonym, i.e., the title of the film as a significant element in the system of aesthetic means as well as an important device in preserving advertising and pragmatic potential of the film for its promotion and commercial success. Filmonyms are considered as an onomastic phenomenon that share the linguistic properties of other proper names but with definite specifics. On the other hand, they are treated as ideonyms, i.e., the language units which are connected with culture, spiritual spheres of human activity, and as such, they require professiona approach for their rendering in the foreign language. The material for the research is a number of titles of popular American films and their Russian varients in use. The research is aimed at analyzing the ways the translator preservs attractiveness of the films.