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Article

Эффективность использования ономатопеи в английском рекламном дискурсе как проявляение иконичности и проблема перевода звукоподражаний в английской рекламе на русский язык

Преподаватель XXI век. 2018. Т. 2. № 2. С. 271-278.
Никулина Е. А., Яковлева В. А.

The article is devoted to imagery capacity of iconicity and to onomatopoeia as its sound variety, in particular. Both these phenomena are examined in the context of advertising discourse and the author’s arguments are backed with different examples of sound imitation advertising. As an iconic sign, onomatopoeia can be , in our opinion, considered beneficial for the aims of advertising as it allows to establish associative links between a language sign and denotatum (the product characteristics) thus making for creation of a desirable image of the product (including its qualities and properties) in consumers’ mind. Apart from that, having contrasted the iconocity of an image and the one of a sound, we have also provided here some reasoning why onomatopoeia, in our view, is much stronger in terms of the ways such information is perceived and processed by a potential consumer. When complemented by an image, this unity (and the image itself) can play different roles affecting the meaning of sound words, namely it can: distinguish the meaning of different sound words, assign meanings to new-coined onomatopoeia, create imagery for the product advertised. In the second part of this article, an attempt was made to investigate the difficulties with translation of onomatopoeic advertising texts from English into Russian.