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: The main aspects of translation of newspapers and magazines

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CONTENTS INTRODUCTION.3 I. THEORETICAL ASPECTS OF TRANSLATION OF NEWSPAPERS AND MAGAZINES 1.1. 1.2. 1.3. The classification of translation styles..5 The newspaper style in translation ..16 The publicist style in translation..25

II. THE PRACTISE IN TRANSLATION OF NEWSPAPERS AND MAGAZINES 2.1. 2.2. The translation of articles.................37 The translation of brochures.41

CONCLUSION..................43 BIBLIOGRAPHY.44

INTRODUCTION The peculiarities of translation may be approached from several angels: styles a language, their peculiarities, their goals and their interrelation; stylistic meaning of words; stylistic devices; their nature and structure; their expressive function; foregrounding of linguistic means for stylistic purpose and its attention compelling of function. The translation of texts belonging to different functional styles of the language presents a vast comprehensive problem. A style a language dependent upon the sphere of communication and the aim of communication which determine the peculiar shoes of language means. These means are interrelated from a system is characteristic of each style. Texts belonging to different styles of language posses distinctive stylistic features and thus are easily recognizable although they may to some extent vary from language to language. These features can be classified as leading or subordinate, obligatory or optional. Nowadays, widespread materials of information are of course news, which go to us by newspapers, magazines, etc. We are trying find exact, short information, on which dont need spend much time, so the actual of newspapers and magazines really high, today. The structure of these text capacious and informative and that is important shouldnt strain the brain, because people reading it as relaxing literature. A newspaper text has a range of characteristic lexical and syntactic traits that differentiate it from a scientific and technical text. In contrast to the neutral language of scientific and technical texts, the language of articles is often emotionally charged, that makes it closer to the language of belles-lettres. In such texts we come across different figures of speech, metaphors, idioms, elements of humor, sarcasm, irony etc. A fullfledged translation of a newspaper text must include besides a correct rendition of actual content all emotional elements included in the original, its political

focus etc. In general, a newspaper text is characterized by brevity and laconicism, with this trait appearing especially prominent in newspaper headings. The aim: the search of the most effective ways of translation of newspapers and magazines; The objectives: -to study and analyze types of language styles; -to define the peculiarities of newspaper and publicistic styles translation; -to practise in translation of newspapers and magazines; The structure: this work consists of Introduction; Theoretical and practical parts; Conclusion; Bibliography. The first part describes different and styles of language, the peculiarities of translation of newspaper and publicistic styles. The second part consists of translation of texts belonging to newspaper and publicistic styles. Bibliography contains the list of literature, which investigated in the sphere of translation and materials from the internet.

I. THEORETICAL ASPECTS OF TRANSLATION OF NEWSPAPERS AND MAGAZINES 1.1. The classification of translation styles In different situation of communication, people use different manners of expressing their thoughts, which are usually called styles. A style of language is a system of interrelated language means, which serves a definite aim in communication. Each style is recognized by the language community as an independent on the aim of communication. Each style of language is characterized by a number individual features. This can be classified as leading or subordinate, constant or changing, obligatory or optional. Each style can be subdivided into a number of sub style retains the most characterized features of the root style in all aspects. The expression of stylistic peculiarities of the source text in translation is necessary to fully convey the communication intent of the source text. Special language media securing the desirable communication of the text are called stylistic devices and expressive means. First of all, a translator is to distinguish between neutral, bookish and colloquial words and word combinations, translating them by relevant units of the Target language. Usually it is routine task. It sometimes is hard to determine the correct stylistic variety of a translation equivalent. But, as in almost all instances of translation, the final decision is taken on the basis of context and background information.

Types of translation

human

Machine (can be singled out depending on the

Oral

Written

predominant) Literary Literary Folklore Literary Drama Prose Poetry

Consecutive Informative Simultaneous

Scientific Official

Newspaper Technical

Newspaper style Newspaper style includes informative materials: news in brief, headlines, ads, additional articles. But not everything published in the paper can be included in N.S. we mean publicist essays, feature articles, scent. Reviews are not N.S. to attract the readers attention special means are used by British & are. Papers ex: specific headlines, space ordering. We find here a large proportion of dates, personal names of countries, institutions, individuals. To achieve an effect of objectivity in rendering some fact or event most of info is published anonymously, without the name of newsman who supplied it, with little or no subjective modality. But the position of the paper becomes clear from the choice not only of subj. matter but also of words denoting international or domestic issues. Sub styles to understand the language peculiarities of English newspaper style it will be sufficient to analyze the following basic newspaper features: 1) brief news items;2) advertisements and announcements; 3) headlines; Brief items: its function is to inform the reader. It states only facts 6

without giving comments. The vocabulary used is neutral and common literary. Specific features are: a) special political and economic terms; b) non-term political vocabulary; c) newspaper clichs; d) abbreviations; e) neologisms.

Newspaper style

Brief news items and uniqcommues

Advertisement and announcements

Press report

Articles purely informational in character

Publicist style Publicistic style (oratory, speeches, essays, articles) the style is a perfect ex. Of historical changeability of stylistic differentiation of discourses. In Greece it was practiced in oral form which was named P. in accordance with the name of its corresponding genre. PS is famous for its explicit pragmatic function of persuasion directed at influencing the reader & shaping his views in accordance with the argumentation of the author. We find in PS a blend of the rigorous logical reasoning, reflecting the objective state of things & a strong subjectivity reflecting the authors personal feelings and emotions towards the discussed subject. Sub styles: The oratory essays, journalistic articles, radio and TV commentary. It makes use of a great humbler of expressive means to arouse and keep the public's interest: repetition, gradation, antithesis, rhetorical questions, emotive words, elements of colloquial speech. Radio and TV commentary is less impersonal and more expressive and emotional. The essay is very subjective and the most colloquial of the all sub styles of the publicistic style. It makes use of expressive means and tropes. The journalistic articles are impersonal. 7

Publicistic style

The oratory essays Journalistic articles Belles-lettres style.

Radio and TV commentary

Belles-letters (the style of fiction) embraces:1)poetry; 2)drama; 3)emotive prose. B-l style or the style of imaginative literature may be called the richest register of communication: besides its own lan-ge means which are not used in any other sphere of communication, b-l st. makes ample use of other styles too, for in numerous works of literary art we find elements of scientific, official and other functional types of speech. Besides informative and persuasive functions, also found in other functional styles, the b-l style has a unique task to impress the reader aesthetically. The form becomes meaningful and carries additional info. Boundless possibilities of expressing one's thoughts and feelings make the b-l style a highly attractive field of research for a linguist. The belles-lettres style, in each of its concrete representations, fulfils the aesthetic function, which fact singles this style out of others and gives grounds to recognize its systematic uniqueness, i.e. charges it with the status if an autonomous functional style. Belles-letters style

Poetry Drama

Emotive prose

Scientific Prose Style. The style of scientific prose has 3 subdivisions:1) the style of humanitarian sciences; 2) the style of "exact" sciences; 3) the style of popular scientific prose. Its function is to work out and ground theoretically objective knowledge about reality. The aim of communication is to create new concepts, disclose the international laws of existence. The peculiarities are: objectiveness; logical coherence, impersonality, unemotional character, exactness. The scientific prose style consists mostly of ordinary words which tend to be used in their primary logical meaning. Emotiveness depends on the subject of investigation but mostly scientific prose style is unemotional. Grammar: The logical presentation and cohesion of thought manifests itself in a developed feature of scientific syntax is the use of established patterns - postulator; - formulate; argumentative; the impersonal and objective character of scientific prose style is revealed in the frequent use of passive constructions, impersonal sentences. Personal sentences are more frequently used in exact sciences. In humanities we may come across constructions but few. Some features of the style in the text are: - use of quotations and references; - use of foot-notes helps to preserve the logical coherence of ideas. Scientific popular style has the following peculiarities: emotive words, elements of colloquial style. The scientific prose style

The style of humanitarian sciences

The style of exact sciences

The style of popular scientific prose

The Style of Official Documents:

1) Language of business letters; 2) Language of legal documents; 3) Language of diplomacy; 4) Language of military documents; The aim: 1. to reach agreement between two contracting parties; 2. to state the conditions binding two parties in an understanding. Each of sub styles of official documents makes use of special terms. Legal documents: military documents, diplomatic documents. The documents use set expressions inherited from early Victorian period. This vocabulary is conservative. Legal documents contain a large proportion of formal and archaic words used in their dictionary meaning. In diplomatic and legal documents many words have Latin and French origin. There are a lot of abbreviations and conventional symbols. The most noticeable feature of grammar is the compositional pattern. Every document has its own stereotyped form. The form itself is informative and tells you with what kind of letter we deal with. Business letters contain: heading, addressing, salutation, the opening, the body, the closing, complimentary clause, the signature. Syntactical features of business letters are - the predominance of extended simple and complex sentences, wide use of participial constructions, homogeneous members. Morphological peculiarities are passive constructions, they make the letters impersonal. There is a tendency to avoid pronoun reference. Its typical feature is to frame equally important factors and to divide them by members in order to avoid ambiguity of the wrong interpretation.

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The style of Official Documents

Language of business letters Language of military documents Language of diplomacy

Language of legal documents

1) Functional Styles of the English Language According to Galperin: Functional Style is a system of interrelated language means serving a definite aim in communication. It is the coordination of the language means and stylistic devices which shapes the distinctive features of each style and not the language means or stylistic devices themselves. Each style, however, can be recoquized by one or more leading features which are especially conspicuous. For instance the use of special terminology is a lexical characteristics of the style of scientific prose, and one by which it can easily be recognized. Classification: 1. The Belles - Lettres Functional Style. a) poetry; b) emotive prose; c) drama; 2. Publicistic Functional Style, a) oratory; b) essays; c) articles in newspapers and magazines; 3. The Newspaper Functional Style. a) brief news items; b) advertisements and announcements; c) headlines; 4. The Scientific Prose Style. a) exact sciences; b) humanitarian sciences; c) popular-science prose; 5. The Official Documents Functional Style. a) diplomatic documents; b) business letters; c) military documents; d) legal documents; 2) Expressive means and stylistic devices Stylistics studies the special media of language which are called stylistic devices and expressive means. Expressive means and stylistic devices form three large groups

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of phonetic, lexical, syntactical means and devices. Each group is further subdivided according to the principle, purpose and function of a mean or a device in an utterance. Stylistics studies the types of texts which are distinguished by the pragmatic aspect of the communication and are called functional styles of language. Expressive means of a language are those phonetic, morphological, word-building, lexical, phraseological and syntactical forms which exist in language-as-a-system for the purpose of logical and/or emotional intensification of the utterance. These intensifying forms have special functions in making the utterances emphatic. A stylistic device is a conscious and intentional intensification of some typical structural and/or semantic property of a language unit (neutral or expressive) promoted to a generalized status and thus becoming a generative model. A stylistic device is an abstract pattern, a mould into which any content can be poured. 3) Text and discourse The original words of something written or printed, as opposed to a paraphrase, translation, revision or condensation. There are two types of text: according to channel (oral and written) and according to structure message (literary, humanistic, scientific-technician, juridical, administrative, advertising, colloquial and

journalistic). Text has got two properties: coherence and cohesion. Coherence property is to give the sensation that one speaks of the same thing. Cohesion

property is a group of mechanism to connect the parts of a text. Text is an semantic, syntactic and pragmatic structure constituted for several levels of organization. The process of activation of the text by relating it to a context of use we call discourse. Characteristics: 1. contextually a unity of represented events, the participants of these events, attendant circumstances, their background and estimation of the events by the participants. 2. Personality a concrete interaction of two individuals; its an act of self-expression in a communicative situation. 3. processuality viewing discourse not as a final product (result), but as a process of alternation of two stages. Generation of utterances & their interpretation by both communicants in their common effort to work-out the structure of discourse at every concrete moment 12

4. Situativity the correspondence between discourse & the norms of the language situation, the communicative situation & sociative situation, provided by the discourse coordinates by the time space. 5. closeness & completeness. 4) Word & its meaning The list and specifications of connotational meanings vary with different linguistic schools and individual scholars and include such entries as pragmatic (directed at the perlocutionary effect of utterance), associative (connected, through individual psychological or linguistic associations, with related and nonrelated notions), ideological, or conceptual (revealing political, social, ideological preferences of the user), evaluative (stating the value of the indicated notion), emotive (revealing the emotional layer of cognition and perception), expressive (aiming at creating the image of the object in question), stylistic (indicating "the register", or the situation of the communication). This structure is constituted of various types of lexical meanings, the major one being denotational, which informs of the subject of communication; and also including connotational, which informs about the participants and conditions of communication. The most essential feature of a word is that it expresses the concept of a thing, process, phenomenon, naming (denoting) them. Concept is a logical category, its linguistic counterpart is meaning. Newspaper and Publicist Styles in translation These styles possess many features in common yet texts belonging to these styles present considerable variety and may be divided into two groups: texts containing information and texts commenting on it. News in brief and information articles (newspaper style proper) are devoid of emotive and individual colouring, hence wide use of impersonal passive and Nominative with the infinitive constructions which are also impersonal in character. Clichs form an outstanding feature of this type of text. They are characterized by a considerable compactness of form which is due to want of space. Condensation in its extreme form is especially apparent in headlines and that is the reason why headlines have their own structural peculiarities: omission of auxiliaries, a wide use 13

of verbals, of attributive models, etc., all making for compactness. Articles containing commentaries (publicist style proper) chief among them editorials possess a distinct emotive colouring. Their vocabulary is literary and their syntax is rather complicated. Their objective is to influence public opinion, not to inform the reader but to convince him that the papers interpretation is correct and to bring him round to its point of view, to condition his views and opinions. This fact explains the use of various expressive means. Eleven Die in Zagreb Floods Eleven people are known to have died and tens of thousands are homeless after floods which struck Zagreb on Monday. This brief note possesses a number of peculiar features which have no equivalents in Russian newspaper style: the use of the Present tense instead of the Past; the use of the Nominative Infinitive construction (a secondary predicate according to L.Barchudarov); clichs which are not identical with the Russian clichs. This being the case, several transformations have been resorted to in the translation of the above brief note. , , . The information contained in the original text is rendered equivalently, no sign item has been omitted but the norms of the Russian newspaper style have caused the omission of some lexical units and the use of substitutions. Commenting articles, as has been pointed out, bear a distinctive emotive colouring due to the expressive means in them, though these means are hardly ever original. The use of trite metaphors, for example, is more frequent in English newspapers than in Russian papers. That is why trite metaphors are not infrequently substituted or even omitted in translation. The metaphor used in the following example is toned down in the translated text. The Industrial Relations Bill is an attempt to slit the throat of trade-unions. 14

 . Although the metaphor to slit the throat has a corresponding equivalent in the Russian phrase Russian usage does not admit the combination . That is why the translation substitutes the less picturesque verb which expresses the same meaning and is traditionally used in similar contexts as a sort of clich. Different expressive devices (allusions among them) are used in newspaper articles to condition the readers views and opinions. The phrase the winter of discontent from Richard III by Shakespeare is widely used in different political contexts and is often adapted to the situation, e.g. Some Trade-Unions warn the Government that it will be a winter of discontent. The definite article has been substituted by the indefinite, and the possessive pronoun is omitted. In the following example the adaptation is more conspicuous: the word summer is substituted for winter and the possessive pronoun is also omitted. In former French Africa it was the summer of discontent. One hundred thousand citizens of Chad, led by their president, took to the wind-blown streets of Fort Lamy to protest French involvement in Chads internal affairs. . . In this case the pragmatic aspect of translation comes to the fore. The Russian reader may not recognize the allusion and it will not call forth the necessary response on his part, whereas the allusions, even in its altered form, is familiar to the English reader. This consideration justifies its omission.

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1.2.

The newspaper style in translation

Newspaper style was the last of all the styles of written literary English to be recognized as a specific form of writing standing apart from other forms. English newspaper writing dates from the 17th century. It took the English newspaper more than a century to establish a style and a standard of its own. And it is only by the 19th century that newspaper English may be said to have developed into a system of language media, forming a separate functional style. Thus, English newspaper style may be defined as a system of interrelated lexical, phraseological and grammatical means which is perceived by the community as a separate linguistic unity that serves the purpose of informing and instructing the reader. A Newspaper is a publication containing news, information and advertising. Generalinterest newspapers often feature articles on political events, crime, business, art/entertainment, society and sports. Most traditional papers also feature an editorial page containing columns that express the personal opinions of writers. Supplementary sections may contain advertising, comics and coupons. Newspaper language, unconditionally, has the certain specificity distinguishing it from language of the art or scientific literature, from informal conversation. It is a consequence of long selection of language, expressive means. The language of the newspaper messages, which have historically developed in system of English language, has a number of the common features varying from an epoch by an epoch, and also set of private features inherent in separate newspaper genres, publications. The quantitatively-qualitative analysis of newspaper lexicon has revealed the big percent of own names of establishments and the organizations etc. Higher in comparison with other styles percent of numerals and in general the words concerning a lexical and grammatical field of plurality, and also an abundance of dates. Prominent feature of newspaper lexicon is the considerable quantity of political terms. An Evident line of journalese is the frequent use of international words and 16

neologisms. Last represent doubtless interest as are frequently difficult for understanding. Stages of work on the newspaper text Work on removal lexicon grammatical difficulties which arise at reading of original newspaper texts should precede text reading. The correct understanding of the text can be interfered by ignorance of political conditions, country realities where there was an event. The translator should learn to read silently with out of transfer understanding, since. Only such kind of reading gives the chance to the translator to concentrate on a semantic aspect of the text and to extract from the text the information. One of the main practical purposes of studying o a foreign language also consists in it. Exact transfer does not promote; and frequently prevents to understand sense of the text as distracts pupils on operation on code conversion of the text speaking another language in the Russian. Therefore in particular at the initial stage, the translator should select such simple newspaper articles which can be understood without knowledge of all words, resorting to a language guess, without fixing attention to known words, i.e. without transfer. It is not necessary to split up the text for parts as it destroys its composition and does not promote information extraction. When the test is excessively great, the translator can lower separate paragraphs if it does not infringe upon the basic contents. Also the translator should familiarize with the general contents of the text and advance the work purpose. To explain for itself separate words. To understand the text, to remove difficulties of lexical and grammatical character. Removal of difficulties before text reading expedient methodical reception as differently paragraph reading in the newspaper can turn to tiresome deciphering. While translating newspaper lexicon, it is necessary to work with word-combinations, instead of with the isolated words. For example words supreme soviet, supreme court, power in combinations great power, state power in combinations great power, state power. 17

While translating newspaper lexicon it is necessary to lead work on accumulation of newspaper typical phrases regularly. Then it will be easier to translator to team them in the course of newspaper reading. Word-combinations can be clear in the text, but the general sense is not clear. For this purpose it is useful to vary texts. Then transfer of the varied texts will be perceived in the order sense, without code conversation in native language signs. English newspaper style may be defined as a system of interrelated lexical, phraseological and grammatical means which is perceived by the community speaking the language as a separate unity that basically serves the purpose of informing and instructing the reader. The most concise form of newspaper informational is the headline. The headlines of news items, apart from giving information about the subject matter, also carry a considerable amount of appraisal (the size and arrangement of the headline, the use of emotionally colored words and elements of emotive syntax), thus indicating the interpretation of the facts in the news item that follows. A) Brief news items The function of a brief news item is to inform the reader. The following grammatical peculiarities of brief news items are of paramount importance, and may be regarded as grammatical parameters of newspaper style. It goes without saying that the bulk of the vocabulary used in newspaper writing is neutral and common literary. But apart from this, newspaper style has its specific vocabulary features and is characterized by an extensive use of: a) Special political and economic terms, e. g. Socialism, constitution, president, apartheid, by-election, General Assembly, gross output, per capita production. b) Non-term political vocabulary, e. g. public, people, progressive, nation-wide, unity, peace. c) Newspaper cliches, i. e. stereotyped expressions, commonplace phrases familiar to the readert e. g. vital issue, pressing problem, informed sources, danger of war, to escalate a war, war hysteria, overwhelming majority, amid stormy appiause. 18

d) Abbreviations - names of organizations, public and state bodies, political associations, industrial and other companies, various offices, etc.known by their initials are very common, e.g. UNO (t/nited Nations Organization), TUG (Trades Union Congress), NATO (North Atlantic Treaty Organization), AFL-CIO ( Federation of Labour-Congress of /industrial Organizations), EEC (European Economic Community), TGWU (Transport and General Workers Union), FO (Foreign Office), PIB (Prices and /ncomes Board), e) Neologisms. These are very common in newspaper vocabulary. The newspaper is very quick to react to any new development in the life of society, in science and technology. e.g. lunik, a splash-down (the act of bringing a spacecraft to a water surface), a teachin (a form of campaigning through heated political discussion), backlash or white backlash (a violent reaction of American racists to the Negroes' struggle for civil rights). The following grammatical peculiarities of brief news items are of paramount importance, and may be regarded as their grammatical parameters: a) Complex sentences with a developed system of clauses. b) Verbal constructions (infinitive, participial, gerundial) and verbal noun constructions. c) Syntactical complexes, especially the nominative with the infinitive. These constructions are largely used to avoid mentioning the source of information or to shun responsibility for the facts reported. e) Specific word-order. The word-order in one-sentence news paragraphs and in what are called "leads" is more or less fixed. A) The headline is the title given to a news item of a newspaper article. The main function of the headline is to inform the reader briefly of what the news that follows is about. Syntactically headlines are very short sentences of phrases of a variety of patters:

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Full declarative sentences

Nominative sentences

Questions in the forms of statements. Full declarative sentences

Questions in the forms of statesment

Elliptical sentences

Interrogative sentences Interrogative sentences

Headlines including direct speech

Complex sentences

Sentences with article omitted Phrases with verbal

The headline (the title given to a news item or an article) is a dependent form of newspaper writing. The main function of the headline is to inform the reader briefly what the text that follows is about. But apart from this, headlines often contain elements of appraisal, i.e. they show the reporter's or the paper's attitude to the facts reported or commented on, thus also performing the function of instructing the reader. English headlines are short and catching, they "compact the gist of news stories into a few eye-snaring words. A skillfully turned out headline tells a story, or enough of it, to arouse or satisfy the reader's curiosity." The headlines of news items, apart from giving information about the subject-matter, also carry a considerable amount of appraisal (the size and arrangement of the headline, the use of emotionally colored words and elements of emotive syntax), thus indicating the interpretation of the facts in the news item that follows. 20

C) Advertisements and announcements. The function of advertisement and announcement is to inform the reader. In classified advertisements and announcements various kinds of information are arranged according to subject matter into section, each bearing an appropriate name. As for the separate advertisements and announcements, the variety of language form and subject matter is to great that hardly any essential features common to all be pointed out. Advertising Newspapers have been hurt by the decline of many traditional advertisers. Department stores and supermarkets could be relied upon in the past to buy page, of newspaper advertisements, but due to industry consolidation are much less likely to do so snow. Additionally, newspapers are seeing traditional advertisers shift to new media platforms, and mobile. Advertising materials should not be translated word by word; what is more, in some cases it is absolutely inadmissible. A literal translation may weaken the message the message of the slogan, and even more it may have an adverse effect no acceptance of the goods by the target audience. Advertising slogans are aggressive yet not annoying calls aimed to stimulate people buying certain products. A slogan should be brief; informative, memorable and strongly related to the brand it promotes. All these should be considered by a professional translator of advertising slogans in doing so he or she should preserve the message of the slogan. Look at Johnnie Walker slogan: Born 1820-Still going Strong! The literal translation into Russian: 1820 is boring and has no the meaning of the original. Why not try and translated it like this: 1820 ! -not a word by word translation yet strong! In this case a target audience grasps the idea of international success of the brand. Mistakes in Translation of Advertising Slogans in some cases an advertising slogan may remain in the language of the 21

original. Remember this: Volkswagen. Das Auto? This slogan in German in a Russian commercial is associated with German quality. The translation is not needed, it even harmful. A) The editorial Editorials are an intermediate phenomenon bearing the stamp of both the newspaper style and the publicist style. The function of the editorial is to influence the reader by giving an interpretation of certain facts. Emotional coloring in editorial articles is also achieved with the help of various stylistic. But not everything published in the paper can be included in N.S. we mean publicist essays, feature articles. Reviews are not N.S. to attract the readers attention special means are used by British & are. Papers ex: specific headlines, space ordering. We find here a large proportion of dates, personal names of countries, institutions, individuals. To achieve an effect of objectivity in rendering some fact or event most of info is published anonymously, without the name of newsman who supplied it, with little or no subjective modality. But the position of the paper becomes clear from the choice not only of subj. matter but also of words denoting international or domestic issues. The function of the editorials (leading articles or leaders) is to influence the reader by giving an interpretation of certain facts. Editorials comment on the political and other events of the day. Their purpose is to give the editor's opinion and interpretation of the news published and suggest to the reader that it is the correct one. Like any evaluative writing, editorials appeal not only to the reader's mind but to his feelings as well. Hence the use of emotionally colored language elements, both lexical and structural. Editorials are characterized by a subjective handling of facts, political or otherwise. They have much in common with classical specimens of publicistic writing and are often looked upon as such. However, newspaper evaluative writing unmistakably bears the stamp of newspaper style. Thus, it se^ms natural to regard newspaper articles, editorials included, as coming within the system qf English newspaper style. 22

But it should be noted that while editorials and other articles in opinion columns are predominantly evaluative, newspaper feature articles, as a rule, carry a considerable amount of information, and the ratio of the informative and the evaluative varies substantially from article to article. Common Methods of Newspaper Headlines Translation 1. Inversion. This transformation is demanded by a fixed word order in the

English sentence. It is often conditioned on the degree of compatibility freedom in both languages: Most favoured nation trading status . ('The Economist'). Polynominal word combinations which are frequently used for creating news headlines in the British and American periodicals often include attributes which represent a full sentence: The no-room-at-the-in incident-, (The Sun). The principal of the translation of such news headlines includes the following steps: 1. To figure out the bearing word; 2. to select semantic groups; 3. to make a translation starting with the bearing word. 2. The replacement of parts of speech or parts of a sentence

Replacement of certain parts of speech or members of sentence is required in order to achieve adequate translation: Bill Clinton faces bypass operation ' (International Herald Tribune). It is the syntactical and semantic transformation that the sentence undergoes in the above case the definite clause is replaced by the indefinite one due to the peculiarities of the Russian language. Thus, the simple predicate faces in the English headline is substituted for the complex verbal predicate in the Russian variant. 3. Word addition is required in order to clear up the meaning of a headline and deliver adequate translation: For bush its the man that matters , , . The laconism of the English language allows omitting the subordinate clause we add to the Russian variant without any significant changes in the meaning. As one can 23

observe, apart from the method of addition the method of inversion is also used in this case. Another example is: Feel the hate, fear and loathing in New York , , -. US. Reservist convicted over abuse in Iraqi prison . 4. Literal translation can take place in case of the similarity of the syntactical

structure and word order in the English and the Russian sentence. In this case the English news headline may be rendered into Russian without any significant changes. Here it is possible to omit an article or any other functional word or to change the semantic character of a word. Literal translation should not be mixed with a wordfor-word translation which always leads to a mistake. Example of the use of literal translation method. Lebanon extends term of its president .

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1.3.

Publicistic style

A functional style of language is a system of interrelated language means which serves a definite aim in communication. A functional style is thus to be regarded as the product of a certain concrete task set by the sender of the message. Functional styles appear mainly in the literary standard of a language. In fact the standard English literary language in the course of its development has fallen into several subsystems each of which has acquired its own peculiarities which are typical of the given functional style. In the English literary standard we distinguish the following major functional styles (hence FS): 1) The language of belles-lettres. 2) The language of publicistic literature. 3) The language of newspapers. 4) The language of scientific prose. 5) The language of official documents. The publicistic style of language became a separate style in the middle of the 18th century. It also falls into three varieties, each having its own distinctive features. Unlike other styles, the publicistic style has a spoken variety, namely, the oratorical sub-style. The development of radio and television has brought into being another new spoken variety, namely, the radio and TV ommentary. The other two substyles are the essay (moral, philosophical, literary) and journalistic articles (political, social, economic) in newspapers, journals and magazines. Book reviews in journals, newspapers and magazines and also pamphlets are generally included among essays. The general aim of publicistic style, which makes it stand out as a separate style, is to exert a constant and deep influence on public opinion, to convince the reader or the listener that the interpretation given by the writer or the speaker is the only correct one and to cause him to accept the point of view expressed in the speech, essay or article not merely through logical argumentation but through emotional appeal as well. This brain-washing function is most effective in oratory, for here the most 25

powerful instrument of persuasion, the human voice, is brought into play. Due to its characteristic combination of logical argumentation and emotional appeal, publicistic style has features in common with the style of scientific prose, on the one hand, and that of emotive prose, on. the other. Its coherent and logical syntactical structure, with an expanded system of connectives and its careful paragraphing, makes it similar to scientific prose. Its emotional appeal is generally achieved by the use of words with emotive meaning, the use of imagery and other stylistic devices as in emotive prose; but the stylistic devices used in publicistic style are not fresh or genuine.- The individual element essential to the belles-lettres style is, as a rule, little in evidence here. This is in keeping with the general character of the style. The manner of presenting ideas, however, brings this style closer to that of belleslettres, in this case to emotive prose, as it is to a certain extent individual. Naturally, of course, essays and speeches have greater individuality than newspaper or magazine articles where the individual element is generally toned down and limited by the requirements of the style, Further, publicistic style is characterized by brevity of expression. In some varieties of this style it becomes a leading feature, an important linguistic means. In essays brevity sometimes becomes epigrammatic. The oratorical style of language is the oral subdivision of the publicistic style. It has already been pointed out that persuasion is the most obvious purpose of oratory. Certain typical features of the spoken variety of speech present in this style are: direct address to the audience (ladies and gentlemen, honorable member(s), the use of the 2nd person pronoun you, etc.), sometimes contractions (/'//, won't, haven't, isn't and, others) and the use of colloquial words. The stylistic devices employed in oratorical style are determined by the conditions of communication. Repetition can be regarded as the most typical stylistic device of English oratorical style. Almost any piece of oratory will have parallel constructions, antithesis, suspense, climax, rhetorical questions and questions-in-the-narrative. It will be no 26

exaggeration to say that almost all the typical syntactical stylistic devices can be found in English oratory. Questions are most frequent because they promote closer contact with the audience. The change of intonation breaks the monotony of the intonation pattern and revives the attention of the listeners. The essay is a literary composition of moderate length on philosophical, social, aesthetic or literary subjects. The essay was very popular in the 17th and 18th centuries. In the 17th century essays were written on topics connected with morals and ethics, while those of the 18th century focused attention on political and philosophical problems. The most characteristic language features of the essay, however, remain 1) brevity of expression, reaching in good writers a degree of epigrammaticalness, 2) the use of the first person singular, which justifies a personal approach to the problems treated, 3) a rather expanded use of connectives, which facilitate the process of grasping the correlation of ideas, 4) the abundant use of emotive words, 5) the use of similes and sustained metaphors as one of the media for the cognitive process. It is in the interrelation of these constituents that the real secret of the essay sub style consists. The language of political magazine articles differs little from that of newspaper articles as described in the chapter on Newspaper Style. But such elements of publicistic style as rare and bookish words, neologisms, traditional wordcombinations and parenthesis are more frequent here than in newspaper articles. The publicistic style is used in public speeches and printed public works which are addressed to a broad audience and devoted to important social or political events, public problems of cultural or moral character. It falls into three varieties, each having its own distinctive features. Unlike other formal styles, the publicist style has spoken varieties, in particular, the oratorical substyle. The development of radio and television has brought into being a new spoken variety the radio and television commentary. The other two are the essay and articles in newspapers, journals and magazines. The general aim of the publicist style is to exert influence on public opinion, to 27

convince the reader or the listener that the interpretation given by the writer or the speaker is the only correct one and to cause him to accept the point of view expressed in the speech, essay or article not merely by logical argumentation, but by emotional appeal as well. This brain-washing function is most effective in oratory, for here the most powerful instrument of persuasion is brought into play: the human voice. Due to its characteristic combination of logical argumentation and emotional appeal, the publicistic style has features in common with the style of scientific prose or official documents, on the one hand, and that of emotive prose, on the other. Its coherent and logical syntactic structure, with an expanded system of connectives and its careful paragraphing, makes it similar to scientific prose. Its emotional appeal is generally achieved by the use of words with emotive meaning, the use of imagery and other stylistic devices as in emotive prose. The publicistic style also has some elements of emotionally colored colloquial style as the author has no need to make their speech impersonal (as in scientific or official style), but, on the contrary, he or she tries to approximate the text to lively communication, as though they were talking to people in direct contact. Oratory and Speeches The oratorical style is the oral subdivision of the publicistic style. The most obvious purpose of oratory is persuasion, and it requires eloquence. This style is evident in speeches on political and social problems of the day, in orations and addresses on solemn occasions as public weddings, funerals and jubilees, in sermons and debates and also in the speeches of counsel and judges in courts of law. The sphere of application of oratory is confined to appeal to an audience and therefore crucial issues in such spheres as science, art, or business relations are not touched upon. Direct contact with the listeners permits the combination of the syntactical, lexical and phonetic peculiarities of both the written and spoken varieties of language. In its leading feature, however, the oratorical style belongs to the written variety of 28

language, though it is modified by the oral form of the utterance and the use of gestures. Certain typical features of the spoken variety of speech present in this style are: a) direct address to the audience by special formulas (Ladies and Gentlemen!; My Lords! in the House of Lords; Mr. Chairman!; Honourable Members!; Highly esteemed members of the conference!; or, in less formal situation, Dear Friends!; or, with a more passionate colouring, My Friends!). Expressions of direct address can be repeated in the course of the speech and may be expressed differently (Mark you! Mind!). b) special formulas at the end of the speech to thank the audience for their attention (Thank you very much; Thank you for your time). c) the use of the 1st person pronoun we; 2nd person pronoun you: We hold these Truths to be self-evident, that all Men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the Pursuit of Happiness(Th. Jefferson, The Declaration of Independence). d) the use of contractions Ill; wont; havent; isnt and others: Were talking about healing our nation. Were not talking about politics. Were all here to do everything in our power to save lives Im here to thank you for hearing that call. Actually, I shouldnt be thanking you, I should be thanking a Higher Power for giving you the call (George W. Bush). e) features of colloquial style such as asking the audience questions as the speaker attempts to reach closer contact: Sometimes it is said that man cannot be trusted with the government of himself. Can he, then, be trusted with the government of others? Or have we found angels in the forms of kings to govern him? (Th. Jefferson), or calling upon the audience: Let us then, with courage and confidence, pursue our own federal and republican principles (ibid). Like the colloquial style, oratory is usually characterized by emotional coloring and connotations, but there is a difference. The emotional coloring of the publicist style is lofty it may be solemn, or ironic, but it cannot have the lowered connotations 29

(jocular, rude, vulgar, or slangy) found in colloquial speech. The vocabulary of speeches is usually elaborately chosen and remains mainly in the sphere of highflown style: Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived and so dedicated in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this (A. Lincoln, The Gettysburg Address). The stylistic devices employed in the oratorical style are determined by the conditions of communication. If the desire of the speaker is to rouse the audience and to keep it in suspense, he will use various traditional stylistic devices. Stylistic devices are closely interwoven and mutually complementary thus building up an intricate pattern. For example, an antithesis is framed by parallel constructions, which, in their turn, are accompanied by repetition, while a climax can be formed by repetitions of different kinds. But, in a larger sense, we cannot dedicate we cannot consecrate we cannot hallow this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be dedicated to the great task remaining before us that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion that we here highly resolve that these dead shall not have died in vain that this nation, under God, shall have a new birth of freedom and that the government of the people, by the people, for the people, shall not perish from the earth (A. Lincoln). 30

As the audiences rely only on memory, the speaker often resorts to repetition to enable his listeners to follow him and retain the main points of the speech. Repetition is also resorted to in order to persuade the audience, to add weight to the speakers opinion. The following extract from the speech of the American Confederate general, A.P. Hill, on the ending of the Civil War in the U.S.A. is an example of anaphoric repetition: It is high time this people had recovered from the passions of war. It is high time that counsel were taken from statesmen, not demagogues It is high time the people of the North and South understood each other and adopted means to inspire confidence in each other. A mere repetition of the same idea and in the same linguistic form may bore the audience and destroy the speaker-audience contact, therefore synonymous phrase repetition is used instead, thus filling up the speech with details and embellishing it, as in this excerpt from a speech on Robert Burns: For Burns exalted our race, he hallowed Scotland and the Scottish tongue. Before his time we had for a long period been scarcely recognized; we had been falling out of recollection of the world. From the time of the Union of the Crowns, and still more from the legislative union, Scotland had lapsed into obscurity. Except for an occasional riot, or a Jacobite rising, her existence was almost forgotten. (All those different phrases simply repeat the idea nobody knew us, Scots, before). Repetition can be regarded as the most typical stylistic device of the English oratorical style. Almost any piece of oratory will have parallel constructions, antithesis, climax, rhetorical questions and questions-in-the-narrative. It will be no exaggeration to say that almost all typical syntactical devices can be found in English oratory. Questions are most frequent because they promote closer contact with the audience. The change of intonation breaks the monotony of the intonation pattern and revives the attention of the listeners: No? You dont want to leave the U.N. to the Europeans and Russians? Then lets stop bellyaching about the U.N., and manipulating our dues, and start taking it seriously 31

for what it is a global forum that spends 95 percent of its energy endorsing the wars and peacekeeping missions that the U.S. wants endorsed, or taking on the thankless humanitarian missions that the U.S. would like done but doesnt want to do itself. The U.N. actually spends only 5 percent of its time annoying the U.S. Not a bad deal! (Thomas L. Friedman. The New York Times, May 29, 2001) The desire of the speaker to convince and to rouse his audience results in the use of simile and metaphor, but these are generally traditional ones, as fresh and genuine stylistic devices may divert the attention of the listeners away from the main point of the speech. Besides, unexpected and original images are more difficult to grasp and the process takes time. In political speeches, the need for applause is paramount, and much of the distinctive rhetoric of a political speech is structured in such a way as to give the audience the maximum chance to applaud. One widely used technique is an adaptation of an ancient rhetorical structure the three-part list: X, Y, and Z. These lists are not of course restricted to politics only: signed, sealed and delivered; Father, Son, and Holy Spirit; Tom, Dick, and Harry; the truth, the whole truth, and nothing but the truth; this, that, and the other. Such lists, supported by a strong rhythm and a clear rising + falling intonation sequence, convey a sense of rhetorical power, structural control, and semantic completeness. They are widely used in formal writing. And they are especially common in political speeches, where the third item provides a climax of expression which can act as a cue for applause. In an acclaimed study of speech and body language in political speeches, using videotaped data, specialists found such instances: Governor Wallace: and I say segregation now, segregation tomorrow, and segregation forever. Norman Tebbit: Labour will spend, and borrow and borrow, and tax and tax. Tony Ben: and they kill it secretly, privately, without debate. 32

History and literature provide numerous examples: Abraham Lincoln: Government of the people, by the people, for the people. Mark Anthony: Friends, Romans, Countrymen Winston Churchill: This is not the end. It is not even the beginning of the end. But it is perhaps the end of the beginning. And even crowds use tripartite sequences: Lone voice: Maggie, Maggie, Maggie. Crowd: In, in, in. Consider the prosodic pattern of a fragment of the speech delivered by Margaret Thatcher at the Conservative Party Conference in 1980. (Pauses are shown in seconds or tenth of a second; stressed words are underlined; pitch jumps are shown by arrows): This week has demonstrated that we are a party united in purpose , strategy and resolve. Audience: Hear, hear. (After M. Atkinson, 1984.) In the House of Commons, as in other government chambers, the period set aside for MPs to put questions to ministers is a linguistic game par excellence. The formal asking of a question is a chance to do several things to focus public attention on an issue, express identity with a party political line, or cause trouble for the other side. It is a chance to get oneself noticed, settle old scores, or repay a constituency debt. Just occasionally, it is a real question, to which the questioner wishes to receive a real answer. Parliamentary questions are asked for a reason, which are often little to do with the semantic content of the question and more to do with the kind of confrontation which is taking place. Skilled politicians can resort to several techniques in order to evade an awkward question e.g. to ignore the question, to decline to answer it, or acknowledge it without answering it, etc. The questions politicians receive are rarely straightforward, but are preceded by a series of often unclear and controversial claims. This can be seen in the analysis of one question which was addressed to a cabinet minister during a radio interview. Well now when Mr. Helistine protested at the cabinet meeting on December 12th 33

over the fact that Mrs. Thatcher had cancelled this meeting on December 13th he raised a protest which as you know in his resignation statement he said he said wasnt recorded in the cabinet minutes and now hes gone back and said that he wants that protest recorded can you say as as a bit of an expert on the constitution probably more than a bit of an expert can you honestly say as a member of the cabinet that you were happy that Mrs. Thatcher allowed proper discussion by all the cabinet in detail of this very important decision for defence? Elucidating the content of this question brought to light 20 possible issues, among them Presuppositions for the validity of the question: There was a decision on defence. The decision was important. The cabinet did not properly discuss the decision Assertions about others: Thatcher cancelled the cabinet discussion. Helistine protested the cancellation. Somebody omitted the protest from the record Attributions about respondent: You are an expert on the constitution. You are a member of the cabinet Propositions in question: Thatcher allowed discussion. Thatcher allowed discussion in detail Questions to be answered: do you agree that some/all propositions are true? Can you agree that some/all propositions are true and be honest about it? Yes No Of course, no one would have reached cabinet minister rank who would use such oneword answers by way of reply. What the questioner will receive is better categorized as a response rather than an answer. The Essay This genre in English literature dates from the 16th century, and its name is taken from the short Essays (=experiments, attempts) by the French writer Montaigne, which contained his thoughts on various subjects. An essay is a literary composition of moderate length on philosophical, social or literary subjects, which preserves a 34

clearly personal character and has no pretence to deep or strictly scientific treatment of the subject. It is rather a number of comments, without any definite conclusions. Consider an extract from Ben Johnson (16th century): Language most shows a man; speak, that I may see thee. It springs of the most retired and in most parts of us, and is the image of the parent of it, the mind. No glass renders a mans form or likeness so true, as his speech, and, as we consider features and composition in a man, so words in language. Some men are tall and big, so some language is high and great. Then the words are chosen, the sound ample, the composition full, all grace, sinewy and strong. Some are little and dwarfs; so of speech, it is humble and low; the words are poor and flat; the members are periods thin and weak, without knitting or number. Nowadays an essay is usually a kind of feature article in a magazine or newspaper. Essays are written commonly by one and the same writer or journalist, who has cultivated his own individual style. Some essays, depending on the writers individuality, are written in a highly emotional manner resembling the style of emotive prose (Hail, Nickel. Mother of Murder! Blessed destroyer of human flesh! Balm of twenty-six million corpses in six years! D. Cusack), others resemble scientific prose and the terms review, memoir, or treatise are more applicable to certain more exhaustive studies: Taking English Poetry in the common sense of the word, as a peculiar form of the language, we find that it differs from prose mainly in having a regular succession of accented syllables. In short it possesses metre as its characteristic feature(S. Maugham). The essay on moral and philosophical topics in modern times has not been so popular, probably because a deeper scientific analysis and interpretation of facts is required. The essay in our days is often biographical; people, facts and events are taken from life. These essays differ from those of previous centuries their vocabulary is simpler and so is their logical structure and argumentation. But they still retain all the leading features of the publicist style. The most characteristic language features of the essay, however, remain 35

1. Brevity of expression; 2. The use of the first person singular, which justifies a personal approach to the problems treated; 3. A rather expended use of connectives, which facilitates the process of grasping the correlation of ideas; 4. The abundant use of emotive words; 5. The use of similes and metaphors as one of the media for the cognitive process. In comparison with the oratorical style, the essay aims at a more lasting, hence at a slower effect. Epigrams, paradoxes and aphorisms are comparatively rare in oratory, as they require the concentrated attention of the listener. In the essay they are commoner, for the reader has an opportunity to make a careful and detailed study both of the content of the utterance and its form.

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II.

THE PRACTISE IN TRANSLATION OF NEWSPAPERS AND MAGAZINES 2.1. Articles Self Development Tips

As long as you are still alive, you are capable of changing and growing. You can do anything you want to do, be anything you want to be. Listen to some positive thoughts on how to continue your self development and then apply them in your own life. , . , , . , . 1. Accept personal responsibility for your own growth; no one can do it for you. What you do today will determine your readiness for tomorrow. , . , . 2. Take time every day to do something for yourself. , - . 3. Take classes to stay current in your field of expertise. The world is changing rapidly and you must learn to manage change to avoid obsolescence. The way Will Rogers put this was that "Even if you are on the right track, if you just sit there you will get run over." , . , . : " , , ". 37

4. Listen to cassette tapes on personal and professional growth topics. . 5. Never look back to the past - you only can control your actions in this instant, so what should you be doing right now? - , , . 6. Learn from "other people's experience" rather then having to try everything for yourself. It shortens the time needed to learn. , . . 7. Dealing with a problem helps you learn patience and strengthens your management skills; it is good mental exercise. ; . 8. Analyze, in a non-judgmental way, mistakes in which you were involved. It will help you to prevent these in the future. , , , . . 9. Reward yourself when you catch yourself working on the most important priorities. , , . 10. Never say something can't or won't be done. Keep looking for ways to do it. , - . . Source: Native language Newspaper 11, 2005. 38

Daily news 7, 25.07.2008. Scyscraper Transformed into Solar Power Station Solar panels produced by the Japanese Company Sharp have transformed the 25storey, 118-metre high CIS Tower in Manchester, where the British insurance company CIS has its headquarters, into the highest solar power station in Europe. Currently, the Solar batteries that fully cover three sides of one building in the office complex can produce about 180 HW/hr of electricity is enough to power approximately, 1000 computers. While producing the solar panels especially for this project, the Japanese specialists have taken into account the scheme of fastening the surface wicks to the facade of the building, it is true that the project cost more than $ 12 million, but the authors of this project, an engineer Andrew Thompson in particular, are sure that the ecological benefit for the environment of Great Britain and the public approval of the companys efforts are worth the expenditure they have been spent on. Currently, seventeen similar projects are being worked out in Great Britain. They are being subsidized partially by the government, environmental organizations and other agencies.

39

 ' 7, 25.07.2008. Sharp 25- 118 CIS Tower , - CIS, . , - , . . 12 $ , , . 17 , , .

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2.2. Brochure A brochure or pamphlet is a leaflet advertisement. Brochures may advertise locations, events, hotels, products, services, etc. They are usually succinct in language and eyecatching in design. Direct mail and trade shows are common ways to distribute brochures to introduce a product or service. In hotel and other places that tourists frequent, brochure racks or stands may suggest visits to amusement parks and other points of interest. The two most common brochure styles are single sheet and booklet forms. The most common types of single sheet brochures are the bi-fold (a single sheet printed on both sides and folded into halves) and the tri-fold (the same, but folded into thirds). A bi-fold brochure results in four panels (two panels on each side), while a trifold results in six panels (three panels on each side). Other folder arrangements are possible: the accordion or 7-fold method, the Gable method, etc. Larger sheets, as those with detailed maps or expansive photo spreads, are folded into four, five or six panels. Booklet brochures are made of multiple sheets most often saddle stitched (stapled on the creased edge) or perfect bound like a paperback book, and result in eight panels or more. Brochures are often printed using four color process on thick gloss paper to give an initial impression of quality. Business may turn out small quantities of brochures on a computer printer or on a digital printer, but offset printing turns out higher quantities for less cost.

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A ., -2. ( ) , . , . . , , , , .

This brochure summarises the experience that translators working for Sakhalin Energy Investment Company Ltd. gained during implementation of the Sakhalin-2 project. It features in two languages Russian and English the project history and the basic terminology used in the project documentation. In-house translators share their personal experiences and memories, and offer their own variants for translation of intricate terms and idioms. A special section is dedicated to translation services and procedures followed within the company. The brochure will be interesting for translators / interpreters, oil and gas specialists, personnel of multinational companies operating in Russia, as well as the general reader. 42

CONCLUSION The theory of translation provides the translator with the appropriate tools of analysis and synthesis, makes him aware of what he is to look for in the original text? What type of information he must convey in TT and how he should act to achieve his goal. In the final analysis, so to speak, with translation universals and is the basis for all other theoretical study in the area, since it describes what translation is and what makes it possible. The translation has to preserve and fit into a different linguistic and social context a gamut of shades of meaning and stylistic nuance expressed in the original text by a great variety of language devices: neutral and emotional words, archaic words and new coinages, metaphors and similes, foreign borrowings, dialectical, jargon and slang expressions, stilted phrases and obscenities, proverbs and quotations, illiterate or inaccurate speech, and so one and so forth. As a kind of practical activities translation is a set of action performed by the translator while rendering ST into another language. These action are largely intuitive and the best results are naturally achieved by translators, who are best suited for the job, who are well-train or have a special attitude, a talent for it Masterpieces in translation are created by the best translation in an art, a creation of a talented, high-skilled professional. In spite of translation rule quoted above, there is difference between the translation of newspaper and publicistic styles. The aim of this work was to introduce the translation approach to newspaper and publicistic styles of language literature. By this work, I made a conclusion, that for translating the newspapers and other kinds of publicistic styles, we should know different cultures, different social and historical background, and pragmatic aspects of the translating process. Publicistic style is a distinctive branch of informative written translation. In this case we must know political events, language structure, mental of article. 43

BIBLIOGRAPHY 1. 2. 3. 4. 5. .. . ., 1975. .. . ., 1996. .. . ., 1999. .. . ., 1999. .. .. - - .. . ., 1994. - .. . M.. I996. .. :

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// - . ., 1994. 10. 11. 12. 13. . .- .: , 2000. Cruse, D.Alan Lexical Semantics. M., 1986. Oxford University Press, Oxford. .. : . . - / .. , .. , .. . ., 1995. 15. ( ): . . - . . ,1997. 16. The Issues in English Philology (Study Manual): For advanced students and for teachers of English. Irkutsk, 1998. 17. Leech G., Svartvik J. Communicative Grammar of English. .: , 1983. 44

.: . ., 1991. 14