Advertising slogan: functions and specifics of translation

This article analyses in detail the notion of advertising slogan as one of the basic and basic elements of an advertising text structure. An advertising slogan, which is usually presented as a short and catchy statement framed by various linguistic means, performs important functions in the structure of an advertising text as a whole and acts as the "face" of the whole message. In this connection, the peculiarities of advertising slogan translation into other languages are also topical. The main problems in this field should be studied and the specifics of the translation of advertising slogans should be identified.