Sociopragmatic adaptation versus linguocultural adaptation as a translation problem

The article deals with sociopragmatic and linguocultural adaptations as means of effective transmission of the original text pragmatics in translation, and examines the importance of correct pragmatic impact made on a recipient. The application of sociopragmatic and linguocultural adaptations in the translation of PR texts is studied on the examples from Procter & Gamble website text content. The study reveals that these kinds of adaptation help to consider recipient’s linguistic culture and social group, and to solve the communicative task of appealing to them.