Translating an advertising text: characteristics and means of expression

In this article the author analyses the established theory and practice of advertising text translation in order to define its peculiarities. An advertisement text is a special semantic structure reflecting its embedded marketing and cultural components. Because of this, the process of translating an advertisement text differs from translating other types of texts. The specifics of advertising texts is expressed not only in their semantic aspect, but also in the context of the used expressive means, which also has its imprint on the way these texts should be translated.