Advertisement. Specific character of translation

The article describes the peculiarities of translating advertisements. Advertisements perform a very important function in the society - they distribute information about the product. Foreign goods make up a significant share of the Russian market today. This fact makes research in the field of translating advertisements popular and relevant. Creating texts of advertisements requires some background knowledge in different fields - in science, history, music, and painting. This knowledge helps to make bright, memorable images; transmits information about the advertised product. Language game is typical for advertising slogans. It adds expressiveness to the text. Language game is very effective. It performs different functions: esthetic, gnostic, emphatic, visual and concealing function that raise the interest to the advertised product. Language game improves the text, makes it easy to understand and memorable. The analysis of advertisements and their translations highlights their semantic, structural and stylistic peculiarities. Translation of advertisements applies communicative approach. To translate texts of this type it is necessary to take into account some presuppositions: national psychology, historical traditions, and cultural background. Extra-linguistic component of an advertisement needs use of translation techniques.