Volkogon N. Spanish language advertising discourse and its translation into Ukrainian

The dissertation is focusing on the search of the most effective translation models of the Spanish language advertising discourse into Ukrainian. The basis of the advertising discourse is the logical and/or emotional argumentation which shape its pragmatic component. The dominant component of the logical argumentation is values and the emotional one is expression. The choice of the translation models is determined by the adequate reproduction of the pragmatic component in Ukrainian. The pragmatic component can produce a change of the semantic component for realization of the main aim of translation - the adequate influence onto the other language addressee. The general communicative translation model is based on the theory of dynamic equivalence. The situational model and semantic model support the change of the semantic component (especially in the advertising discourse with the emotional argumentation). The dissertation also confirms the interdependency of both verbal and non-verbal components of the advertising discourse in the aspect of argumentation and the presence of the logical and / or emotional argumentation in the each of the verbal components of the advertising discourse.