Preservation of attractiveness as a problem of translation of advertising texts

This article is devoted to the problem of maintaining attractiveness when translating the text of advertising on the material of the French language. The creation of attractive advertising plays a crucial role in the further promotion of goods and services both on the local and global market. Therefore, when translating, it is important to adhere to the strategy of socio-cultural adaptation. Such concepts as "advertising", "advertising text" and "attractiveness" are considered and analyzed. In the process of analyzing advertising texts, translation dominants were identified, techniques and transformations were revealed.