Features of the translation of social advertising from Russian into English (using the example of the Moscow Longevity program)

the article is devoted to the peculiarities of translating social advertising from Russian into English using the example of the Moscow Longevity program. The linguistic, cultural and communicative aspects of the translation of advertising materials aimed at the elderly are considered. The main focus is on choosing the optimal translation strategy that helps preserve the meaning, emotional tone, and motivation of the original message. The article examines such issues as the consideration of national stereotypes, ethnocultural nuances, the influence of age characteristics of the audience on the perception of information. The research methodology is based on an integrated approach, combining analysis of secondary sources, expert assessments by marketing and intercultural communication specialists, surveys among the target audience and experimental verification of proposed translations. Practical recommendations are proposed for adapting key images, symbols, and terms used in the Moscow Longevity program in order to increase the effectiveness of broadcasting the social message to foreign audiences. It is shown that the correct translation of social advertising helps to effectively convey the values and meanings of Russian society to international partners and helps to increase the level of mutual understanding and trust between peoples. The conclusion is made about the need for an integrated approach to the translation of social advertising, including knowledge of cultural studies, psychology and marketing.

translation, social advertising, Russian and English, "Moscow Longevity" program