Exploring translation of innovation marketing texts

the purpose of this study is to identify and consider the translation features of texts intended to promote new information technologies, in particular computer–aided design systems. The theoretical basis is represented by works on strategies and principles of translation of special and marketing texts, types of information, comparative characteristics of English and Russian languages, as well as general translation issues. By comparing the original and translated texts, the methods of transmitting various types of information and certain categories of linguistic units into Russian are analyzed. This allows us to identify the basic principles of translating materials that combine technical and marketing characteristics. It is shown that a combined strategy is applied in translation, aimed at transmitting the informational and communicative aspects of the message. This determines the variety of translation approaches: from the most accurate and complete transmission of cognitive information to transcription, which involves a certain degree of creativity and co-authorship of the translator. Some of the highlighted translation principles are applicable to special translation, however, they are implemented taking into account the marketing orientation of the message. The framework to be followed by the translator is indicated, including a restrained manner of presentation, observance of terminological, stylistic and formal uniformity. The results obtained can be used in the practice of translating marketing and popular science texts related to various types of new technologies, as well as in translation training.

marketing translation, special translation, technological innovations, technology marketing, translation strategy, translation principles, transcreation, pragmatic text adaptation