| Abstract [eng] |
Jewelry has been a fascinating subject since the earliest times of human civilization, so it’s not surprising that jewelry is still an important part of life today, and a status symbol. In the global trade market, the enormous competition to sell jewelry requires the use of various sales strategies and effective advertising. To solve these conundrums, a variety of artistic and rhetorical expressions can come in hand. The final project is devoted to a review one of these tools - epithets and their translations in the advertising texts of Lithuanian jewelry designers. The choice for picking Lithuanian jewelry makers’ advertising texts and their translations as an object was made because although in Lithuanian linguistics one can find studies on Lithuanian advertising and its peculiarities, but these are general scientific research articles and there is still a lack of concrete understanding that describes the use of epithets for these types of advertising texts as a whole, so this final project is one of the first steps into this under-researched area. The final project aims to look at how Lithuanian jewelry designer copywriters use epithets and what solutions they use to translate them. Jewelry advertising texts are chosen because they show a strong use of this rhetorical device, but it is observed that there are often difficulties in creating and translating texts of this type. Creativity is often avoided and texts look unnatural, so the aim of the thesis is to look at the usage of epithets and their translations into English in advertising texts of the Lithuanian jewelry store YURGA. This shop was chosen because of its very extensive range of jewelry and the abundance of product descriptions. The project’s objectives are set and carried out by introducing aspects of language of advertising, then describing the importance of various artistic and rhetorical expressions in advertisment language, introducing various definitions of an epithet and finally, various techniques for text translation. According to theoretical sources, the use of different rhetorical figures and persuasive tools in advertising language is undeniably impactful on the success of advertising message. An epithet vividly describes an object, a phenomenon or a person, and in order to translate it well, a suitable translation technique must be chosen. The study shows that YURGA’s copywriters avoid creative translation when drafting and translating texts, and that the translations of epithets is mostly done using literal translation technique, but tat doesn’t negate the effect of persuasion. The vast majority of epithets are adjectival and participial epithets, with the highest number of epithets come from the lexical semantic group of Value. This decision from copywriters to use this lexical semantic group of epithets is likely based for the intent to convey positive emotions to the customer as convincingly as possible, therefore epithets are most often utilized in emphasizing important peculiarities of pieces of jewelry such as worth, what kind of metal is used and what they symbolize. |
