Metaphor in the Spanish advertising texts of women’s products

Toporkova Yulia Aleksandrovna

The article focuses on the functioning of the metaphor in the Spanish advertising texts of women’s products. On the basis of the official sites of Spanish brands the advertising texts and their translations are analyzed; the ways of pragmatic adaptation are investigated. It’s found out that on the lexical level the main techniques used for translation the metaphor are lexical substitution, differentiation of meaning and compensation. In the result of the analysis of the Russian translations the stylistic modifications are singled out (stylistic substitution, expressive concretization); the cases of neutralization are observed. It’s proved that the Spanish advertising texts are characterized by a greater degree of expressiveness in comparison to the Russian ones.

Keywords:advertising texts of women’s products; metaphor; pragmatic adaptation; lexical substitution; differentiation of meaning; stylistic substitution; expressive concretization; neutralization.