The problem of transaction of advertising slogans in the aspect of cognitive and pragmatic linguistics (based on the English slogans)

This article deals with the problem of translation of advertising slogans in pragmatic and cognitive aspects. The article discusses the translation of two kinds of advertising slogans: word-for-word translation, and translation, which changes the structure of the slogan and keeps its emotions. The authors highlighted that the slogan translation should meet the case. The object of the study is the examples of slogans of American firms. The subject of the study is the translation of these slogans. The authors concluded that the translator needs to use these criteria in order to achieve an adequate translation.