Analysis of the linguistic-stylistic features of journalistic style

Introduction

An essential attribute of a full translation is its stylistic fidelity to the original and therefore qualitatively comparable with the original can be considered only as a translation that correctly reflects the basic substantive and stylistic features of the original text.

The stylistic equivalence of the original text and the translation is created by juxtaposing a plurality of separate statements, stylistically equivalent to each other. In this case, the adequacy of the translation is by no means limited to the accurate transmission of the content of the artwork. There is a question of form and recreate the style of the source text that is associated with the transfer of the entire paradigm of meanings and interpretations, the transfer of stylistic categories of expressiveness, judgmental and emotivity finding expression in a speech to the child.

The difficulty and sometimes impossibility of finding tools that can equally reflect both semantic and stylistic features of the original, leading some interpreters to favor one of these aspects, which greatly reduces the adequacy of the translation.

The subject of this work is the study of journalistic text translation from English into Russian.

The object of the study is the stylistic features of the language of journalistic texts.

The relevance of research is due to the high socio-cultural significance of newspaper and informational materials. At constant changes in English culture is very sensitive language and speech, and above all - in the media. Of particular interest is the translation of titles in the English-speaking press materials.

The relevance of identified research objectives:

1. identify the linguistic features of journalism;
2. to determine the expressive means of the English language press;
3. systematic methods of transmission and means of language translation of journalistic texts.

In accordance with the intended purpose in the following tasks:

1. Consider the functional styles of English;
2. definition of the role and place of journalistic style in functional and stylistic differentiation of language;
3. the study of the linguistic nature of journalism;
4. analysis of some features of journalistic style of speech;
5. The ordering of the individual tools used in the translation of journalistic texts.

On the basis of the objectives of this paper are selected following methods: analytical description of the texts, the comparison method, the method of synthesis, linguistic analysis of the text.

The material used for research articles of British and American newspapers and magazines.

1 Translation in the view of international communication

Speaking or communication - is one of the sides of the interaction of people in their activities. Communication is a specific condition of human life in society. Communication in the psychological sense is always a process of solving communication problems. In the framework of the theory of speaking Communication is the process of circulation of information in society. Communication is the realization of the social character of consciousness. We can recall the words of L. Bloomfield that the "speech act, and the entire course of practical events before and after the speech depends on the entire life history of the speaker and the listener". So, human communication - is a process of interaction between two or more persons for the purpose of language transmission / receiving / exchange of information, i.e. of an impact on the interlocutor necessary for the implementation of joint activities with.

Communication can be successful and unsuccessful. Successful communication - "is adequate communication, which achieves a more or less complete, but not necessarily sufficient, in terms of the communicants, mutual understanding" [1. 173]. In the case of unsuccessful communication there is possible communicative failure (not enough adequate communication, lack of understanding of participants communication) or communicative failure (inadequate communication, a complete misunderstanding of the communicants at each others).

For adequate communication requires a "common knowledge of communicants' certain community social experience and a common fund of knowledge. Psycholinguistics suggests the need to cross zones of individual cognitive spaces of communicants sufficient for adequate communication.

For successful communication partners need to know about the cultural peculiarities of each other, to operate with images of language awareness. In this common linguistic identities are a prerequisite of speech communication. It is the consciousness of language differences or lack of knowledge about the features of linguistic consciousness of other people is the main cause of conflict communication, but is a direct proof of belonging communicating to different national cultures.

In the domestic science ICC had initially linguistic orientation, resulting in a few areas of its reflection and development. So, lingo – country-studying and area studies exploring the issues of interaction of language and culture. Ethno-linguistics focuses on the interaction of language with various aspects of life of the ethnic group, the role of language in the formation and functioning of national culture (folklore), examines the role of language in the formation of national psychology and art. It also investigates the problem of different forms of communication (kommunicavistics, genre-studying): problems of speech communication, the relationship of consciousness and communication (V.V. Krasnyh), communicative behavior (T.G.Vinokur, I.P. Susov), works on the description of communication strategies, non-verbal communication (within psycholinguistics) (I.N. Gorelov, V.I. Karasik) investigated the relationship between translation and intercultural communication. In the field of ICC outlined new areas of research: Communication in the context of globalization of culture, mass ICC, as well as direct and indirect forms of ICC (communication by electronic means and the Internet). However, to highlight the ICC as an independent science is needed systematization of theoretical positions and methodological tools and techniques of research.

Linguistic influence on contact, as inevitable in the translation, and in cross-cultural communication, received the name of linguistic interference [2. 26]. Interference is interference elements of one language system to another by direct contact language, and the result of such intervention can be either negative or put it in a deviation from the rules of the language, as well as a positive, contributing to the quality of the translation and the acquisition of intercultural competence under the influence of another language. Sometimes this effect is known as destructive (negative) interference, significantly reduces the quality of cross-cultural communication and translation. Interest in the phenomenon of interference is growing. There are papers on phonological, phonetic, semantic and lexical interference. Such studies are potentially important for the development of the theory and practice of translation. They will be valuable in cross-cultural communication, against the background of the fact that Russia is growing interest in the acquisition of language skills and tolerance education, changing attitudes to the need to study the cultures and traditions of other nations. Adequate and full translation implies correct, accurate and complete transmission of the content and features of the text, the original source, and that function is maintained in the correct language form the language in which the translation.

Translated into the framework of cross-cultural communication is necessary not only to convey the content is accurate and correct, but also to achieve an adequate cross-cultural contact, which is possible only with the understanding of cultural traditions and cultural color, national characteristics, reflected in form, style, idiom and cultural realities that emerged in the text, the original source (as in the oral and the written translation). Depending on how to understand each other's carriers of different languages and cultures of different areas of life, the future of entire nations. In cross-cultural communication translation has, on the one hand, the main role (if communicants are speaking different languages and use a foreign language and an interpreter as intermediaries), on the other hand, the translation performs a subordinate role, being only a means and a way to achieve exposure and transmission. The underestimation of the interference phenomenon at the level of career-oriented cross-cultural communication and translation found in a variety of errors, accents, translation inaccuracies and distortions of meaning statements, which may even lead to a breakdown of communication. In the framework of intercultural communication translator must know not only the language in which the translation, but also cultural characteristics, traditions, social and personal behaviors, customs of peoples to properly interpret and verbal communication, non-verbal and its support (gestures, facial expressions). The most pressing is the concept of a limit transferability, we're talking about the limits of translatability, when you can not complete the transaction, or in the case untranslatability when "it is impossible to build a functionally relevant characteristics of the situation in contextual meaning of the text to the target language" [3 183]. One can speak of two types of situations, the situation with the complexities of linguistic plan and the situation with the complexities of the cultural plan (untranslatability cultural studies), while translating both written and oral communications. The first related to the transfer of puns, wordplay, caused by homophones or homographs, meaningful words. The latter occurs when a situational feature, functionally relevant for source-language text, is completely absent in the culture, part of which is the language in which the translation.

1.1 Contextual of intercultural communication

Comparison with other nations helps each of them to feel their own identity. For example, the British often accused of greed and selfishness, the Germans cause fear for their discipline, organization, diligence and aggressiveness [4; 86].

In the process of communication between different cultures stereotypical occupy a significant place. Meeting with the representatives of other nations and cultures, a person usually has a natural tendency to perceive their behavior in terms of their culture, "to measure them to your yard." In this case, without the ability to quickly and correctly assessed on the interviewee's difficult to navigate the different social and cultural circles.

In the process of cross-cultural communication, one partner perceives the other, together with his actions and through the actions. The adequacy of the understanding of the actions and their causes depends on building a relationship with another person [5].

In terms of interconnection and interdependence of the modern world of different cultures are not isolated from each other and are in constant contact and interact [6;18] . Representatives of one culture collide with the features of other cultures through direct contact with carriers of these molecules s tour at home and abroad, or receive relevant information orally or in writing with the screen, in the newspapers, from literary works and other sources. One of these sources is widespread in the world today are translations.

According to H.G. Gadamer, any interpretation is contextual, depending on criteria related to the context of where and when it is carried out and no one will know and understand the text for what he is in himself [7;43] . When the text of a historical and cultural context falls into another, new intentions linked with it, by a new historical and cultural context. Talented translation must fit into the worldview of the target language, thus reflecting the peculiarities of perception of the world of the original language, serve as a bridge between different cultures. We know that many local languages and culture were influenced by the translations.

The socio-cultural impact on the strategy of the translator, according to V.N.Komissarov, often reflected in the fullness of play in the translation of the content of the original, forcing the translator to reduce or completely omit anything in the host culture is considered unacceptable by the ideologue and the ethical, moral or aesthetic reasons [8;18]

Various forms of cultural determinism translation activities are a kind of conventional norm of translation - a set of requirements for the company to translation at a certain stage of history.

1.2 Role of the media in international communication. Mentality and speech etiquette of nation

Information communication is the main source of social and cultural progress. Increase various international cultural and information links occurs at an increasing pace. During the discussion of ideas and points of view of different countries on the same subject, even when close enough translation problems associated with the use of a variety of different nations of the tongue.

Natural and understandable is the fight against having a place and now the imbalance in the international exchange of news, information against imperialism (and, as a consequence, cultural colonialism). Less clear is the lack of attention to the formation of the media and to the ethnic honors in national languages.

Media because of the homogeneity of their genres of texts in different regions of the world are the most reliable means of a public consent (of course, subject to other conditions, smoothing the social contradictions in international conflicts).

The media in the national languages are formed transnational quality. Naturally, we do not have in mind the export of information monopoly in any region of the world, but insist on the fact that in a globalized market information and the formation of true ethnic qualities to consider a system of external rules of literature: ethical, legal, and administrative. It is defined by the rules of external orientation modeling the content of speech in international communication; at the same time have to take into account the peculiarity of the implementation of these rules in different states.

The formation of inter-ethnic qualities can not only contribute to the homogeneity of media genres. Mass information in different parts of the world characterized by the division on its type: mass media, film (newsreel), radio, television, in the presence of each of the forms due to the non-linguistic semiotic systems, static and dynamic images, collages of text, i.e. this combination of messages that a logical connection between them can not be set, but in general, any issue of media representatives it possible to complete a meaningful way.

All media outlets share the author's work between the information agencies, journalists and editors in the name of creating meaning of the texts, not only in relation to the publication as a whole, but also in relation to a particular message in the release. The common property of the media is symbolic meanings of verbal constructions that are regularly played. The recipient of information develops a set of characters (American content analysts called it a "symbolic umbrella"). The set of characters constitutes an ideological construct, which is sensed through the toil and the different types of content.

Mass information in any region of the world is based on a certain (given) program. Texts media everywhere are secondary, as are derived from other texts with the necessary transformation of their form and meaning. Communications media "without ordering": they are a recipient outside the dialog mode, without a request or permission of the wasps by n emitter. These texts are intended to be regularly and promptly inform the recipient information on current events, the situation in some areas. In an effort to interest the recipient information, involve him in the event spiritually prepared if necessary to incorporate into mass action, the media picked up and commented on so material as to be attractive, and attracted attention and curiosity.

Objectively, there is a unique species, forms and media devices, the emergence of more and more common sources of information favors the interdependence between countries, and, if in a given country there is a "niche" status in any kind of media, it will be filled optimally processed information from sources other regions.

Formation of the media ethnic qualities of the national languages, we believe the case is relatively near future, but for now you need to find the most effective possibilities of inter-ethnic contacts. In each country, we face with the manifestation of different cultures and traditions and it is necessary - albeit to a first approximation - to get acquainted with the roots of a culture and worldview and communication of definite nation.

The inhabitants of different countries in different ways use their language. Language is a means of communication for the nomination and naming objects for speech and messaging; thanks to this feature of language reflects the national character. Speaking skills usually coincide with the skills of listening, that the media is almost more important factor of communication.

In different nations, depending on the mentality of the nation and the cultural traditions of the different uses and perceived speech and expression in accordance with the situations and purposes of communication. Equally extraordinary are understood communicative appropriateness and correctness of the speech itself. Is also a necessary consideration of the specific audiences depending on the geographic region and the country, particularly for evidence and belief in dialogue with the representatives of different nations will be different: in the Nordic region appropriate to appeal to the mind, the logical impact on the communicant to convince, and in the Mediterranean region - on the contrary, to the feeling, the emotion of a communicant.

Getting in a foreign country, people quickly grasp and absorb new experiences and at the same time seeks to catch as much as possible in a familiar-sounding speech around - in other words, trying to immerse themselves in the lives of others, hoping to find her own support for something familiar, his own. Foreigners in the first place are similar to their habitual behavior and way of life, but then begin to wonder strange or foreign to their ideas, standards, urges. Why do they say (or act) like this? Talk and talk so long since become a tradition. Here's how to adjust to this manner of speech, and not losing you in a whole without changing any of his usual speech, no way to hold, to win in the communication process - is another matter.

One can love or hate foreign culture, it can be despised, or afraid of praise, but neither a professional in the field of media can not be one - ignore this culture. Each culture has a greater or lesser, but mostly its just share the experience of mankind. Behavior and perception caused by cultural skills of the nation. The study of foreign languages, travel to other countries, and even more so for a long stay in them expand cultural horizons. This is helped by reading books on philosophy, psychology, and other aspects of other cultures. When dealing with the media of other cultures is important to consider well established in this nation philosophical, religious and political beliefs. Can not be rude to sneer about these beliefs or try to change them - beliefs or views may change within the very cultural systems, but not by external events. Creative life in the media will be informative, interesting, and successful, if the authors of the media will be rational to include in their texts elements of other cultures, especially when dealing with the residents of these other cultures.

Is an objective description of the national style of communication is not possible, however, still be considered the most common, the most likely features of thinking, perception and behavior. Speech etiquette - it's functional and semantic universal, but the practical implementation of the media speech etiquette should be made taking into account the peculiarities of verbal behavior, communication rules, customs and rituals of a particular region or society.

French characterizes aesthetic intellectualism; they habitually cultivate the mind and were able to find its proper shape for reasonable judgments. French characterized by an innate politeness (often overlooked by foreigners), contempt for mediocrity, the scale of thinking and ideas preference facts. They estimate the incoming information from the point of view of common sense; it does not react to an event, but judiciously. The French are well aware and feel that it is the word can quickly penetrate the consciousness than any other semiotic sign. French language - the exact language in the world, analytical dictionary French adapted to the rapid movements of thought. Frenchman's lack of judgment uncertain words and impersonal revolutions, they are resolute and straight, relentlessly follow the logic - it awaits a Frenchman and of his companion. The Frenchman is important when dealing with certain formalities are important style, appearance, and even the "sex appeal" interlocutor. The consistency of the material must necessarily be combined with imagery and color in the presence of a personal account of events, particularly valuable relevant links to France. The Frenchman is always ready to actively cooperate. The same position was occupied by the Italians and Spaniards.

Italians, Spaniards and other residents of the Mediterranean region are paying attention to the eloquence and vitality of the interlocutor, his rhetorical devices, particularly its focus on personal contact with the audience. They are essential for rate, pitch, loudness of speech and play these properties during intercourse, usually they want to post new information could talk and "off topic". Italian consumer is accustomed to the catchy, original advertising, which is associated with a long tradition of fine art masters. When communicating with the Italians (and the Spanish), it makes sense to focus on the emotions experienced by you in this moment, for it is these nations tend to empathy. Meaning of the expression should be covered emotionally-specific, otherwise it can not be perceived.

The British use their language differently: they use the nuances and reservations are able to be uncertain to maintain civility and avoid confrontation. An Englishman fixed characteristics such as the preservation of distance, unsociable, coolness, conservative, self-restraint. British - geniuses tradition and ritual of polite behavior and respectful is breaking the traditional respect to the structure of the whole. It is considered bad form to exercise excessively own erudition and generally categorically assert that whatsoever, for others this may be due to a different view. This attitude toward speech and the Englishman expects from his companion, with him it is important to know the sources from which emerged the stated information, it recognizes only reliable information contained in traditional forms, but it is possible with the inclusion of humor.

Humor, but also jokes will appreciate and American, but for him the most important modern form of the material, the inclusion in the text of stereotypical advertising formulas, along with the new copyright, catchy phrases. American will also evaluate the tricks of the dialogue in order to impose their attitude to the listener to set forth the events. When dealing with the Americans should keep in mind that the universal ideals of this nation too often obscured by the ethics of business relations, however, when dealing with a young American audience, it should be borne in mind that young people rebelling against over practicality, thrift, resulting in a final end to the blind greed.

British and American English - a great tool because of the richness of brainstorming vocabulary and different meanings of one word, which makes it possible to use the abundant ambiguities, and come up with the words on the go.

German is characterized by well-known heavy and pedantic, strictly disciplined and logical structure of long compound words to express complex concepts. To German is peculiar to focus on important issues and a thoughtful selection of keywords for tangible expression of the corresponding concepts. German excludes any jokes, he appreciates the quality of the information a reputable company or firm, he draws attention to the context in which supplied fresh information, habitually divides the text at the beginning, middle, end. German is usually not willing to accept and appreciate the author's position: on the facts of the information he forms his own attitude to it.

Scandinavians, especially Swedes are used to reduce the fines to a minimum, get to the merits of the case, and as briefly as possible to formulate it. We are in communication with the Scandinavians should be laconic, consist of a short and simple, keyword rich content of utterances. Finnish language is more eloquent and flamboyant than the Swedish, Danish or Norwegian; Finn can be used with all types of verbal humor. But the Finn as the rest of the Scandinavians would expect that the essence statements are strictly focused on the facts, concise and well thought out.

In dealing with the Arabs beneficial relations, devoid of formality, known intimization, ease of friendly ties. It is particularly useful for non-standard use of stylistic figures (the figurative, the better), introductory words and sentences. In the name of greater imagery is not afraid of complex syntactic structure.

To the Japanese it is important in the first place courtesy of a friend and a focus on agreement with the listener, he appreciates the respect for the author to transfer to the spectator. Particularly like it takes a calm presentation of information, draws attention to the fact, well suited to his companion, whether it complies with the formalities of communication, whether the image of the body on whose behalf the broadcasts. While watching the reaction of your listeners / viewers or discussions with them your creative output should keep in mind that the Japanese have their own words and sentences do not convey the full meaning of what was said. The fact that the Japanese want to say and what they feel is indicated besides the manner of speech, referring to the interlocutor: smiles, pauses, sighs, muffled grunt, nod his head and eye movements.

None of the eastern country cannot stand the self-centered speech. No bragging, no self-promotion in these regions are not acceptable, so speak out about the merits of their information, and even more about myself definitely not recommended. The central aspects of Eastern psychology are courtesy, patience, harmony and pragmatism. Well-known Japanese politeness, but the principles of respect, reverence, location, and proximity to such principles and feelings formula speech etiquette is quite common in other countries of the East (for example, the guide on speech etiquette Thai language description developed for use in different circumstances of pronouns is 64 pages).

Asians tend to so-called "circular" thinking - understanding of information and its evaluation for them long enough process: they must relate the information known to the new context and for some elusive to Western man factors to decide the truth or falsity of the advantages and disadvantages of entering new information.

Features of the practical implementation of speech etiquette media in connection with the originality of verbal behavior, rules of communication, customs and rituals of a particular region or society provide serious attention to expressions and turns of speech treatment, attention, greetings, love, farewell, sympathy, consents, approvals, failure in the different countries of the world. The origins of the formulas phraseological speech etiquette are in the works of the people and thus reflect the cultural foundations of the nation. However, when using the media proverbs, winged words and phrases in the name of speech and imagery excitation of interest to inter-ethnic contacts should be constantly aware of the equivalence and non-equivalent phraseology to unwittingly provide a comical situation.

The search for optimal speech means in the native language for the sake of successful contacts with foreigners and avoid semantic and cultural failures in communication is also achieved by the rational use of synonymous series of different roots antonyms, specific values of polysemy (allowing rotation of themes or her shift at the time of presentation), the rational use of phraseological formulas of speech etiquette.

Naturally, the easier it will be accepted, perceived emotional, deeply understood the text that is already their first phrases to evoke sympathy. It is in the first sentence should appear most compelling key words that define the meaning of a paragraph, structuring the paragraph in which, as is known, disclosed one of micro-themes entire text. It is among the first words to be employed and the dominant, generalized statements expressing the idea of a paragraph or at the level of a single, high word synonymous row.

Dominant as it is known, are the most regular words in speech have maximum compatibility with other words, they are most stylistically neutral with respect to the other members of the series of synonymous. These properties are dominant members of synonymous and some allow you to use the vocabulary of Russian stocks in different ways to communicate with people of different nationalities. Let us illustrate this with an example.

After long negotiations, discussions of the options treaty text between the two sides finally came the final, satisfying both sides of the text. Russian says with his Russian counterpart as: "Договор подписан, теперь будем заботиться о его выполнении." Literally translated, this phrase is an American would say there is really nothing to it, it should sound differently: "We signed a contract, now we will carefully fulfill his every point." In relation to the act of signing the Frenchman would sound something like this: "We have finally signed a contract, now we will think about it." Their respect for the Japanese, diligent and hard work is performed, it is advisable to put into words, "Our contract is diligently fulfill all that is written in it." For punctual Germans, this phrase will sound: "We are seriously worked on the conclusion of the contract, will now frugal in the spending of funds allocated for it." The Spaniards believe that life is created for pleasure, but in order to get them as much as possible, you need a lot and work well. But seriously talk about the work of the Spanish had made: to be negotiated as if sketching comic flair. Therefore, the most natural for the Spaniard is the phrase: "Everything in the contract agreed, and now we love it." As can be seen from the above examples, the dominant Russian заботливый caring for each of the statements presented by a member of its synonymous row: attentive, diligent, thrifty, love (внимательный, старательный, бережливый, любовный).

In relation to the antonym it is of a lot better not to use their structural pairs (with prefixes un-, un-, a-, out-, etc.), and antonyms with different roots, each of which, in addition to the logical concept, is also an emotional image: polite - coarse (rather impolite), circumspect - a rash and the like.

One of the properties of the media (not always clearly perceived) is the creation of texts on stereotypes - they help in faster design thinking in learning or using a particular genre or type of information, and through them in understanding the business, news, situation. However, too much commitment stereotypes harm the understanding of another culture. Therefore, we must learn to manage stereotypes in making your mind focused on the values in a culture that we think positive, and whenever possible with a gentle humor to perceive and react to what is felt by us as negative.

Multicultural media professional must develop the ability to put him/herself in other cultures, and thus to share and understand its relationship to the world. A specialist in the field of media cannot afford the communicative gap in dealing with different cultures; it is obliged to suppress the failure to adopt the point of view of another culture. This requires a lot of preparation - in-depth comparative analysis of life views, basic beliefs, and major cultural attitudes of different nationalities.

1.2.1 Concepts of language and culture in the context of media

The objective of this part is to review the concept of "self-consciousness, national consciousness" in comparative terms, a comparison of Russian and English-language stereotypes that exist to date for a long time and get a vivid embodiment of the language.

Self-assessment and assessment of other cultures occur both consciously and at 'naive picture of the world "as a result of information obtained from a variety of sources. For us, the source of information is the various forms of verbal (and very often non-verbal) expression: poetry, prose, drama, scientific or journalistic pointed text, letters, diaries, etc. Such information is carefully selected and falls to us as well as encyclopedias, reference books, dictionaries and other products for the philological study, revision, extension, verification, etc. It is clear that for the purposes of this section, in the context of philological understanding of the media, we need to rely on existing judgments as prominent figures of science and culture, and the materials that bring us to their own conclusions and serve as a stimulus to further reflection on such a complex subject, as identity, personal and national.

In the following we will assume that identity can be understood as a complex structured concept, including such components of our experience as the land to which we assign a special name - Motherland. In this particular way perceived involvement in the country in which we live is a community of people, which we are part, is understood by us as a people (nation, a nation), and we received the order, the social structure of our meaningful life, which act as a state, require that we comply with certain rules of conduct.

One such rule is the speech etiquette, it will be considered in this section in its expanded meaning, not in the narrow sense, when we have in mind the formula of politeness at the meetings and partings, means keeping the conversation at the table or doing business talk on the phone . Speech etiquette has repeatedly drawn the attention of both the problem and the personal, individual to become aware of behavior, and as a socially significant, nationally specific verbal behavior. While acknowledging the importance of the whole arsenal of non-verbal communication, discuss some of the features of verbal behavior, as reflected in the written text, as artistic and journalistic.

In the work of R.O. Jacobson "Speech Communication", published in English in 1972, discusses the experience of linguistics during the XIX century and highlights the growing importance of research and the variability of invariance, made friends with math linguistics in search of invariant entities at the turn of the century. RO Jacobson calls our attention to two types of changes that affect the appearance of the options: changing stylistic and contextual. Moreover, the contextual variations point to the joint occurrence of features, a stylistic provides emotional or poetic addition to neutral, purely cognitive information. The above types belong to a single language code, which provides an understanding of each other interlocutors.

In the case when it comes to considering the features of the speech behavior in the family, at work, among peers or people who are on the same level in terms of education, standard of living and social conditions in general, the situation of communication of this type should identify a common, recurring feature as a recognized rule or canon. Cross-cultural communication will bring variety of cultural («stylistically»), significant variations of such hypothetical existing norm. Let us illustrate this with some examples.

Communication is impossible without knowledge of the interlocutor, direct or indirect knowledge of his name and the rules that govern the use of personal names, complete and concise. There is a trend that had started in the media, among politicians, business people, presenters and speakers news programs, as intimitise communication, favoring short and full names, no middle name interlocutors, correspondents in the field, visiting the studio, etc. All this has a major impact on the overall perception of personal names as iconic units in relation to such a parameter of communication as social status or social distance. Names of Vladimir Pozner, Savik Shuster - are vivid examples, while in the Russian tradition and age, and the positions they hold require respectful treatment by name and patronymic. It is no accident or violation of the canon of deviation from it leads to the fact that the program participants, who were invited to the studio free to interrupt the host, said dispute, without waiting until the speaker's argument. Personal names in Russian and English act as a dynamic category. It may indicate a convergence of communication roles in the process of communication, or to preserve the vertical roles and distancing them by age, education, etc.

Consider the context of the story by V. Panova "Сережа" Stepfather Korostelyov (yes, by the name, address him close, and so it is perceived by the author) discusses with his foster son prospects out to the new place of residence:

«Коростелев, румяный от снега, вошел, сверху посмотрел на него и спросил виновато:

– Ну как, Сергей? – Сережа не расплакался и был награжден – Коростелев сказал:

– Ты у меня молодец, Сережка». Или позже:

– Сергей, отойди в сторонку. Как бы мы на тебя не наехали. И, наконец, объявленное и столь долгожданное решение:

– А ну, живо! Сергей! Собирайся! Поедешь!

Мать ребенка выбирает свои варианты в разговоре о сыне и с ним самим:

– Сереженька, скажи мне «до свиданья!»

– Сережу берегите.

In the story of A.P. Chekhov "Van’ka," the author introduces his character under this name, that is, as turning to the boy, and the owner and his family, and the other characters. It's not unusual for him in a similar appeal: its rustic the Contemporary he responds the same way - "али заместо Федьки в подпаски пойду." The memory of life in the village with the grandfather brings to his memory, and other treatments, "дед нюхает табак, посмеивается над озябшим Ванюшкой." The boy is well aware of all the intricacies of using the name and signs the letter grandfather with full awareness of the importance of the official message: "на деревню дедушке, Константину Макарычу," adding at the end: "остаюсь твой внук, Иван Жуков, милый дедушка, приезжай I".

In N.S. Leskov's "The Enchanted Wanderer" we know the history of "молитвенного сына" (as he told us about himself reports) Ivan Flyagin, however, is well-known among close as Golovan, in the world as Ivan Sever'yanovich, and in captivity, among the Tatars, as Ivan. Agashimola, Emgurchey, other owners or acquaintances accept his name as a landmark for all the Russian people. They offer him a wife or wives, their girls named Natasha, and all the children of Ivan Severyanovich "they call" Kolka and Natasha. Being in a different cultural setting, Ivan Saver'yanovich perceives all these substitutions as a manifestation of the total installation in captivity for depersonalization, the loss of a prisoner of his "I" to the same extent that he had to submit to the loss of their national unity of the motherland, "дела никакого, а тосковал очень, домой, в Россию хотелось".

– Так вы и в десять лет не привыкли к степям?

– Нет-с, домой хочется... тоска делалась.

Everyday metamorphosis with the names of the characters on the example of Robinson Crusoe, whose parents gave him two family names (the English on his mother and a German on father's side), make the problem of the perception of the name in foreign language and foreign cultural context, the subject of interest not only for anthroponimics, but also communication in general. We refer to the French sounding name of the hero M.E. Serge Saltykov-Shchedrin Serge Bystritsyn or in the name of Eugene Onegin, receiving the translation of the similar work of A. Pushkin in English, made by Charles Johnston in 1977, two representations in the form of tracing paper and Eugene in the form of foreign-language correspondence Eugene.

Another important aspect of the study of verbal behavior is the study of its proper lexical and grammatical features: compatibility words, the choice of grammatical structures, etc. In Oscar Wilde's novel "The Picture of Dorian Gray" by a young actress and her mother discuss their difficult financial situation:

– You must not think of anything but your acting. Mr. Isaacs has been very good to us, and we owe to him money. Fifty pounds is a very large sum.

– He is not a gentleman, mother, and I hate the way he talks to me, said the girl.

– I don't know how we could manage without him.

– We don't want him any more, mother. Prince Charming rules life for us now.

(Here is a summary of the dialogue between a mother and daughter:

Мать: Ты должна думать только о своей игре. Директор театра одолжил нам огромную сумму в 50 фунтов.

Дочь: Он не джентльмен, и я не выношу того, как он со мной разговаривает.)

As can be seen from this context, the verbal behavior can be associated with a certain stable representation of ideal, good manners generally speaking. Sometimes this idea is more concrete definition. We refer to the example given earlier in «History, Phililology and Culture». A young woman wrote in a newspaper that soon after the marriage was found appalling ignorance of the young spouse rules of English grammar and literary language in general, which in the tradition of the family of the woman is completely unacceptable: «I've been married for a year and a half to a man who is good-looking, hard working and has a nice personality. The problem is his use of the English language. He says, "I ain't got none" and "They don't got no time" ».

And further, a correspondent writes that in her family always encouraged knowledge of the language, and that it is too late to found deficiencies in the formation of the young man who courted her: «I never noticed how poor my husband's grammar was before we were married, but now it's driving me crazy! I am embarrassed before my friends and family.

Please don't blow this off and say, “Well, if you love him, you'll accept his faults”. I can't see myself spending the rest of my life being embarrassed this way».

(Here is a summary of the letter to the newspaper: «I have been married for a year and a half, and during that time found appalling ignorance of my husband basics of grammar. He uses, for example, two negatives in the proposal and to comply with agreement in the form of the auxiliary verb and the main verb. When he looked after me, I had not noticed. Because my family was always taken for granted a good knowledge of the language, I'm not going to be ashamed of a lifetime for it to friends. Just do not dismiss my writing, speaking, if you love a person, you accept its shortcomings and advise what to do».)

The writer is the editorial board: everything said in the letter to inform her husband and ask him to go on courses for learning the native language of English, because otherwise their marriage is in serious danger. Although the situation described in the English original is somewhat jocular tone, the problem itself, as delivered, is quite serious and important not only for the author, anonymous signer: IN LOVE.

The decline of the culture of speech, which openly saying the school's faculty and the university, is not exclusively a sign of the day. Such a decline is observed in the community whenever the spiritual interests and needs of a person subject to the need to find means of subsistence and survival. Let’s recall that S. Yesenin wrote in September 1918 in the "Keys of Mary":

«Эта буква (Я) рисует человека, опустившего руки на пуп (Знак самопознания), шагающим по земле, линии, идущие от середины туловища буквы, есть не что иное, как занесенная для шага правая нога и подпирающая корпус левая.

Через этот мудро занесенный шаг, шаг, который оканчивает обретение знаков нашей грамоты, мы видим, что человек еще окончательно себя не нашел. Он мудро благословил себя, со скарбом открытых ему сущностей, на вечную дорогу, которая означает движение, движение и только движение вперед».

And further, the poet-philosopher, argues that for the Russian people is the word: "A strictly calculate the sum of the images," nightingale jumping the tree mentally", says our Bojan just like Homer, the whole saga of his relationship to the creative word. We see that inside him there is a whole science in relation to itself and in relation to the world. "What prevents a person to maintain the beauty of the native speech perception, the native language? S. Yesenin bitterly remarked that "animal screamers, absolutely ignorant criticism and Tertiary idiotic state of the urban masses that replaced the ovary (ovary nodal nature itself) brainless America and the clang of iron rice powder on the cheeks of the capital of prostitutes." But salvation is possible if you do not pass up the chance given to man the promise of a new realm of freedom, and seek their roots, their traditions. [9;48]

Thus, we see that the voice culture is a complex fusion of knowledge about the past of their culture, knowledge of modern speech culture, many of linguistic and extra-linguistic aspects. An important role in maintaining the continuity of culture plays a speech tradition, family, educational, public speaking tradition, the tradition of respect to the past of the people in general and to its brightest representatives in the field of politics, art and culture.

Any kind of turmoil and revolution, that is, violent, top the reforms and restructuring may lead to a decrease in the overall interest in the culture of verbal behavior to the negation of every authority. The negative consequences are of a complete rejection of all that has been achieved in the period between 1917 and 1990. in Russia and, more broadly, in the USSR, are still being felt. For example, the names of TV programs in July 2002, made a special emphasis on the words "Russian" and "Russian", thus creating a model of perception, working on certain patterns of consciousness: the public people, the people against criminal Russia, Russian lotto Russian roulette, Russian extreme. On the other hand, the past also turned out not to promise anything positive: the former Union, the Union of the former Ukraine, the Russian secret etc. Against this background neutral "All Russia", "Serve the Russian" found themselves in the minority and do not carry a positive charge. In general we can say that instead of bringing up and propagandizing slogans came entertaining popularizing unobtrusive rest and offering other models of behavior, non-verbal rather than verbal: Commissioner Rex, Inspector Derrick, Nash Bridges, Commissioner Moulin replaced the thinking and reasoning of Holmes and Hercule Poirot.

The main function of the media is still a replication of the behavior leading politicians, government officials and heads of state media as a particular national traditions, national values, at the same time offering something different, to remain in the memory of his generation in the history of the whole.

In the history of Britain, Winston Churchill left such a mark. He is now the opinion polls among the ten most outstanding people in the country's history. His talent politician, writer, and historian was awarded the Nobel Prize. In May 1940, in his speech to the nation, he formulated the tasks of the British Empire:

– You ask, what is our policy? I will say: it is to wage war, by sea, land, and air, with all our might and with all the strength that God can give us: to wage war against a monstrous tyranny... You ask, what is our aim? I can answer in one word: Victory – victory at all costs, victory in spite of all terror, however long and hard the road may be: for without victory there is no survival. Let that be realized: no survival for the British Empire; no survival for all that the British Empire has stood for... At this time I feel entitled to claim the aid of all, and say, «Come, then, let us go forward together with our united strength».

Let us pay attention to the words of this speech, which sounds kind of refrain:

– Вы спрашиваете, в чем заключается наша политика? Я отвечу: вести войну на море, на земле, в воздухе. Вы спрашиваете, в чем наша цель? Я могу ответить одним словом: победа – победа любой ценой, победа, невзирая на весь ужас войны, на весь долгий и тяжкий путь, ибо без победы нет спасения. Пусть это будет всем ясно: нет спасения для Британской Империи и всего того, что Британская Империя отстаивала...

According to the British Prime Minister has repeatedly been used in all the textbooks on rhetoric. In this speech are the discursive elements: questions and answers, the syntax is simple to construct phrases are preferred according to the Anglo-Saxon origin. Numerous repetitions and parallel structures allow you to pass the whole emotional speaking - his speech is sincere and convincing.

In the American public rhetoric the first place is still for Abraham Lincoln, the president, the social and political transformations that led to the Civil War and peace efforts which led to his own demise. His first success, consider speech made by 11 February 1861 on the steps of the last car of the train taking him to Washington from Springfield, Illinois. Here is part of the speech:

– No one, not in my situation, can appreciate my feeling of sadness at this parting... I now leave, not knowing when or whether ever I may return, with a task before me greater than that which rested upon Washington. Without the assistance of that Divine Being who ever attended him, I cannot succeed. With that assistance, I cannot fail.

Here are the most important moments in Russian translation:

– Никто, кто не находится в подобной ситуации, не сможет осознать всю мою грусть при этом расставании. Я теперь уезжаю, не зная, вернусь ли когда-нибудь, уезжаю, имея перед собой задачу поважнее той, которая стояла перед Вашингтоном. Без поддержки Всевышнего, которой он располагал, я не смогу добиться успеха. С такой поддержкой я не смею (не имею права) потерпеть поражение.

In this passage we see the use of the pronoun of the 1st person, personal and possessive, which immediately identifies the speaker as direct and sincere man and inspires confidence and compassion. Words are composed mainly of one or two syllables, sentences are simple, and the idea is repeated many times, supported at the level of the initial syllables syntax harmonies, parallel structures and special use denial to create a catchy slogan - the refrain.

All subsequent U.S. policy was studied speeches of Abraham Lincoln, and only John Fitzgerald Kennedy (1917-1963) was recognized as the most flamboyant politician and orator. He came to power in a hundred years after Lincoln's, he also had to overcome a serious crisis (in relations with the Soviet Union), and his policy of compromise led him to a personal tragedy - the death at the hands of an assassin Lee Oswald. Lessons from Abraham Lincoln Kennedy for the first time allowed to achieve national prominence in the debates and beat the opponent, it won over by the smile, the ability to fend off a replica of the enemy, the open right hand, and all of the classic techniques for building speech: simple verbal material support to the opposition of "us" and "them», catchy phrases, which are then repeatedly duplicated media. Here are a few excerpts from his inaugural address as president in 1961:

«We observe today not a victory of party but a celebration of freedom – symbolizing an end as well as a beginning – signifying renewal as well as change. For I have sworn before you and Almighty God the same solemn oath our forebears prescribed nearly a century and three quarters ago.

The world is very different now... Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe to assure the survival and the success of liberty».

We draw attention to some points in his speech: «Сегодня мы отмечаем не победу партии, а победу свободы, которая символизирует собой как конец, так и начало... Мир сегодня совсем иной. Пусть каждый народ, желает ли он нам добра или зла, знает, что мы заплатим любую цену, вынесем любое бремя, поддержим любого друга и выстоим против любого врага, чтобы обеспечить спасение и победу свободы».

Construction of the classical laws of the message is obvious: not only discern the lessons of Abraham Lincoln, but Winston Churchill. Bright treatment of President Kennedy to the nation and other nations has become key constructs, which entered into all encyclopedic dictionaries:

«Let us never negotiate out of fear. But let us never fear to negotiate». («Давайте не вести переговоры из-за страха, но давайте и не страшиться переговоров».)

Also:

«And so, my fellow Americans, ask not what your country can do for you – ask what you can do for your country». («Мои сограждане, американцы, не спрашивайте, что ваша страна может сделать для вас, спросите, что вы можете сделать для своей страны».)

«My fellow citizens of the world, Ask not what America will do for you, but what together we can do for the freedom of man». («Мои сограждане во всем мире, не спрашивайте, что для вас сделает Америка, спросите, что все мы вместе сможем сделать для свободы человека».)

Among the brightest politicians of the second half of the XX century, not to mention the British Prime Minister Margaret Thatcher, who literally had to learn the man's rhetoric and that it failed to fully. Taking the sample of Abraham Lincoln and Winston Churchill, there was no danger of failure. For comparison, excerpts from two speeches of Margaret Thatcher. Speaking in Melbourne at the congress of the Liberal Party of Australia September 20, 1976, it immediately makes a reference to the authority of Winston Churchill:

«In politics it is essential from time to time to raise one's eyes – as Winston Churchill said in one of his speeches – from the pages of economics and statistics, and look towards the broad sunlit uplands beyond. Today, I would like to try and do just that. Against the background of technological, economic and social change, a new political debate has commenced in the Western World. It is a debate about the nature and future of democracy. It is an encounter that concerns all free people».

In her speech, Thatcher sends students to the words of Winston Churchill that it is sometimes useful to distract from economic and statistical information and circle the eye sunlit expanses. And continues: "I'm just going to do it, and against the background of technological, economic and social change to stop at the beginning of the debate in the West about the nature and future of democracy." There are all the familiar signs - we are in the first person, a reference to the authority, and more.

However, from the outset, we note that the Prime Minister departs from the established canon - in the words of her speech is dominated by Latin origin. Her rhetoric can call received rhetoric in the same way as one can speak of «received pronunciation». It is known that Margaret Thatcher had to learn the English language specifically to overcome the raid dialectal speech, the desire to appear strong politician makes it to supplement their speech all that can match the representation of male rhetoric - manly speech. Apparently, no wonder she gets a special epithet IRON LADY. In his address on it fell upon the principles of collectivism as the cornerstones of the entire socialist tactics. Criticism of the Socialists in Australia and supported by the continued criticism of the Soviet Union in a speech before the U.S. Congress February 20, 1985 British Prime Minister notes the changes done in the world:

«My thoughts turn to three earlier occasions when a British Prime Minister, Winston Churchill, was honored by a call to address both Houses. Among his many remarkable gifts, Winston held a special advantage here. Through his American mother, he had ties of blood with you. Alas, for me, these are not matters we can readily arrange for ourselves!»

Mentally M. Thatcher returned to the three cases in which Winston Churchill was honored to go to the Senate and Congress. He had the advantage, among many others, highlights of Margaret Thatcher, that the mother was half-American, being thus bound to them by blood. Not having such advantages, laments Margaret Thatcher, it is impossible to get them. Such is its "lyrical" entry, which is supported by another important reference to the authority:

«Members of the Congress, may our two kindred nations go forward together sharing Lincoln's vision, firm of purpose, strong in faith, warm of heart, as we approach the third millennium of the Christian era». In these concluding words of his long speech the Prime Minister calls on members of Congress and the nation as a whole to go along brotherly way into the third millennium of the Christian era, sharing the precepts of Lincoln, his vision problems, they were firm in the faith, strong in purpose and kind-hearted.

In sum, the following stylistic devices as the most stable in this kind of political discourse:

- Three-fold repetition of a word, phrase, or part of the statement, such as: «... that this nation, under God, shall have a new birth of freedom; and that government of the people, by the people, for the people shall not perish from this earth »(A. Lincoln). In the data transfer part of the statement are as follows: "... that this nation, which would find its new birth of freedom, and that government of the people, by the people and for the people will not disappear from the face of the earth."

- Omission of one of the elements to make the whole structure of dynamism: in the previous passage, the speaker deliberately sacrificed by the conjunction AND.

- The use of anaphora involves the repetition of the opening words in the phrase, as in the case of "we will fight»: «We shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air» (from: W. Churchill's speech to the House of Commons. June 4. 1940).

Finally, we present three excerpts from speeches by leading politicians of the XX century, who had the honor to see the day of victory over fascism and to contact their peoples. These texts are taken from the reprint edition in May 2002, the newspaper "Pravda" on May 10, 1945.

In the cited texts are the key words of the general military labor, general hardship and sacrifice and duty to the dead, and the joy of victory. These very honest and simple words without undue beauties forced people to overcome difficulties and build a new and better world without war.

1. "We can pay our debt to God, to the fallen and to our children just barely - ceaseless devotion to a cause that we have to do this ... When the last Japanese division surrender, only then will be ended our combat work "(U.S. President Harry Truman).

2. "Today we are probably going to think mostly about them. Tomorrow, we will pay particular praise to our Russian comrades, whose valor on the battlefield was one of the great contributions to the victory.

Consequently, the war with Germany ended ... We can allow ourselves a brief period of rejoicing, but we must not for a moment forget about waiting for us to work and efforts "(British Prime Minister Winston Churchill).

3. "The great sacrifices we have made for the freedom and independence of our Motherland, the incalculable hardship and suffering endured by our people during the war, hard work in the rear and at the front, surrendered at the altar of the country - were not in vain, and crowned with complete victory over the enemy. ..

Comrades! The Great Patriotic War ended in our complete victory. During the war in Europe ended. A period of peaceful development "(Stalin).

Full text of speeches of the leaders of the victorious return us to such key concepts as the homeland, freedom and labor, on the one hand, and mutual assistance, mutual understanding and support on the other. It is these key concepts of culture to remember everyone who has the opportunity to influence the minds and attitudes of people.

1.3 Identify the main functional loads of journalistic style

1.3.1 Functions of journalistic style

The system of functional styles is in a state of continuous development. Styles by themselves are separated in varying degrees: the boundaries of some of them are not easy to define, and it is difficult to separate such styles from the genres. These difficulties are especially evident when it comes to journalistic style.

Journalistic style of speech is a functional variant of the literary language and is widely applied in various areas of public life: newspapers, magazines, television and radio, in public political speeches, in the activities of political parties and public associations. This also should add political literature for the general reader and documentaries.

In various books in style journalistic style was known as newspaper and journalistic, newspaper style, socio-political style. The name "journalistic style" is more accurate because different versions of the name more narrowly define the scope of its operation. The name "newspaper style" explains the history of the formation of this style: his speech features is crystallized in the print media, and above all in the papers. Today, however, this style of functioning not only in print but also in electronic media: it would also be fair to call "television" style. Another name - social and political style - or rather indicates a close relationship with the style of discussion of social and political life, but it is worth remembering that this style of serving and non-political sphere of communication: culture, sports, activities of non-governmental organizations (environmental, human rights, etc.).

According to A. Vasilyeva journalism - it's kind of literature and journalism, where the topical political, economic, literary, legal, philosophical, and other problems of modern life in order to influence public opinion and the existing political institutions, strengthen or change them according to a certain class interest (in class society), or social and moral ideal. As a subject of journalism A.N. Vasilyeva allocates all of modern life in its greatness and smallness, private and public, real or reflected in the media, arts, paper [13: 147].

I.V. Arnold believes that journalistic style are works dealing with current problems and current phenomena of social life, as well as playing an important political and ideological role, affecting the social institutions and serves as a means of public education, agitation and propaganda, a way to organize and transfer of social information [14: 75].

Summarizing the above definition can identify the basic functional load journalistic style. The most important information is presented and the impact of the function.

Information function of texts relating to this style of speech, is that the authors of these texts are intended to inform the widest possible range of readers, viewers, listeners of societal problems and the views of the authors of these problems.

Information function is inherent in all styles of speech. The specificity of the information function in a journalistic style is the nature of the information, its source and destination. Television broadcasts, newspaper and magazine articles to inform the public about a variety of aspects of his life: the parliamentary debate on the economic programs of the government and the parties of accidents and crimes, about the environment, about the daily life of citizens.

The information in nonfiction texts not only describes the facts, but reflect the opinions, attitudes, provides commentary and reflections authors. This differs from scientific information. Another difference is due to the fact that in front of nonfiction does not intend to complete, comprehensive description of a phenomenon. Writer seeks to write, first of all, that is of interest in certain social groups, highlighting those aspects of life that are important for its potential audience.

Informing the public about the situation in areas of public interest has, in the journalistic texts implementing the second most important function of this style - a function of exposure. The purpose of the publicist is not only to talk about the situation in the society, but also to convince the audience of the need for a position on the statement of the facts and of the need for a certain behavior. Journalistic style bias inherent in an open, polemical, emotional, and that just motivated by the desire to prove the correctness of his publicist position.

The function is the impact to the system-journalistic style, that it highlights the style of other varieties of language. While this feature is also typical for formal business and conversational style, the selection of language means she is an active influence in nonfiction texts.

Consider as an example the implementation of these functions a note from the newspaper "the District" [46: 4] under the name ""Prince Vladimir" refers to the province." Article is subtitled "City officials support the Swedish producers." It informs about the purchase of the Moscow city government and city council Swedish cars "Volvo". At the same time, the memo affects the reader to form a definite relation to the position of the leaders, in words lobbying for support of domestic producers.

In addition to the information and acting, texts journalistic style, of course, and perform all other functions inherent in the language:

- Communicative;

- Expressive;

- Aesthetic.

Communicative function is the main function of language and manifests itself in all its forms. As journalistic style functions in the sphere of relations between different social groups, the role of style in support of public communication is enormous. Communicative journalistic style is that his lyrics are not for internal use only and not for a single destination (although in these cases the communicative aspect of the present), and for the widest possible audience. Being at a distance in space, the author of journalistic text aims to approach the destination on time, on the subject of messages, as well as voice, stylistic features. Communication implies and feedback - the target response. For this style of feedback is most clearly is in a situation of public debate, but not only. Newspapers feedback are letters from readers, the responses of officials, articles, send them in response to a previous publication. Radio and television have moved from letters to phone calls listeners and viewers, during which they can ask questions, express their opinions, tell them about famous events. It is widely used to attract viewers to shoot a television studio. Modern interactive TV is looking for new ways to maintain contact with the audience. Today the Internet is definitely the best source of information. It serves as the basis for the development of the information society by means of various programs such as skype, ICQ, or on-line trainings, forums, the inverse relationship.

The expressive function of language allows the speaker to express his feelings. Journalistic text is usually clearly reflects the author's personality is different express and emotionally charged attitude of the author to present the facts. Not all journalistic genres equally suggest expressiveness of the text: it is less likely for informational notes, and more typical of the essay or pamphlet. On television, emotionality less common for news outlets, and is required for a talk show.

Here are a few examples of expressive headlines: "Old wagon in a new way. Moscow does not say goodbye to Czech trams "," Secret census. Mosgorkomstat promises not to share information, "" Mushroom wrong once, "" True road you are traveling companion! Three hours of socialism in the three stations "[19: 189]. These headers are not simply representing a subject, but emotionally characterize the situation, which tells the note.

The aesthetic function of journalistic text is set by the author, but the message in the form of its unity with the contents satisfies the aesthetic feelings of the recipient.

Genres and types of journalistic style

Journalistic style of functioning of certain stable forms is genres. Traditionally journalistic genres are divided into:

newspaper (essay, article, satire, reportage);

oratory (debates, speeches at the rally, toast);

television (analytical program, the dialogue in the air);

advertising (ad, poster, slogan);

communication (press conference, teleconference).

A more detailed look at newspaper genre.

Different style characteristics of the individual newspaper genres related to their purpose (note newsreel, reportage, interviews, essays, travel notes, correspondence). They pursue primarily informative purposes (except for essays), and the reception of the material closer together with the documents.

Style close to the research reported in several newspaper articles, and genres such as essays, satires are a kind of "hybrids" that combine the features of journalistic and literary - artistic style.

Newsreel note - is a brief account of the fact.

Report - a genre of journalism, to report promptly to the press, radio, TV about an event, a witness or participant is a reporter.

Interview - a genre of journalism, journalist conversation with one or more other persons for any conceptual issues.

Correspondence - operative genre of journalism that reports on the specific facts and circumstances.

Essay - a type of story, which outlines and analyzes the various facts and phenomena of social life, usually accompanied by a direct interpretation of their authors. Essay generally occupies a special place in the political literature.

Travel Notes - kind of essay that describes the movement in space and time.

1.3.2 Specific features of English-language translation of newspaper and journalistic texts

XXI century poses new challenges in the information space of humanity. Thanks to the media role of translation in the life of humanity is steadily increasing, information flows knows no boundaries, no time, no space. The infinite variety of the modern world is transmitted by the media in the feelings and interpretations of the many members of the international information process - journalists, reporters, commentators, camera operators. Social changes are reflected in a mirror in the language. Journalistic style to a greater extent than all other styles of language, accept the changes. Therefore the growing importance of translation, and together they raised and translation problems.

According to the stylistic Encyclopedic Dictionary of Russian journalistic style - this is one of the functional styles that serves a wide area of public relations, whether political, economic, cultural, sports, considered, however, in the light of certain political and ideological attitudes. Journalistic style used in political literature, it is represented by the media (the media) - newspapers, magazines, radio, television, documentary film [16; 204].

Since the concept of journalistic style is quite voluminous, in the course of our work we will consider mainly the one layer of journalism - a newspaper style. This topic is of increasing importance from year to year, as modern man knows about world events and the development of international relations, above all, from the press. For modern readers interested in becoming foreign newspaper articles. Accurate information of the foreign press is very important at this time. It is appropriate translation of newspaper texts will see the most detailed changes in the social life of English-speaking countries and in English.

First of all, the purpose of newspaper and magazine text - communicate new information and influence the reader. That is why it is worth paying attention to what the source of the information. Newspaper text is abundantly full of technical terms related to the political and public life, which are often presented in the form of cuts. For example: AFLCIO = American Federation of Labor-Congress of Industrial Organizations, GOP = Grand Old (Republican) Party, DD = Defense Department, NAACP = National Association for Advancement of Colored People. Often used abbreviations of names or nicknames familiarity known political or public figures: JFK = John F, Kennedy, Rocky = Rockefeller, Ike = Eisenhower, RLS = Robert Louis Stevenson, etc. [20; 49]. Abroad, the reader accustomed to such liberties reporters. If the translation preserve this feature, the force of the impact on the reader of the text translated from the original will be different, which is incompatible with the concept of adequacy of translation. Therefore abbreviated names should be given in full, and give nicknames to comment or not to give at all.

Many British and American cuts are equivalent in Russian language, for example, GATT = GATT (General Agreement on Tariffs and Trade). If there are abbreviations of the names of organizations that do not have an official language in the Russian equivalent, the translator can give abbreviation Russian translation. For example: NLRB - national Labor Relations Board. The translator should be aware that many cuts often have two or more values. For example: OAS = Organization of American States - OAS, Organization of American States or the terrorist organization of French ultra SLA [23, 176].

Political terminology, especially characteristic of the newspaper-style news, has the same basic features that are inherent in scientific and technical terminology. However, they exhibit some differences associated with lower severity, as well as the dependence of the values of a number of terms from the corresponding ideological concepts. In the newspaper and informational materials are often encountered valued terms, the terms are synonymous, abbreviated terms and names. The term «state» in the U.S. political terminology can mean both "state" and "state»: Both the state and Federal authorities are bent on establishing a police state. In the first case, the term state is in line with the definition of "federal" and state governments is certainly in contrast to the government throughout the country. In the second case, the state is used in the sense of "state." The term Congressman can have a broader meaning - "a member of the U.S. Congress," or a more narrow - "a member of the House of Representatives (Congress)»: Last year a number of American Senators and Congressmen visited the Soviet Union. Along with the Congressman, in its narrow sense is used and its synonym Representative. Charters of the various organizations may be called in English Regulations, Rules, Constitution, Statutes and Charter. Widely known terms are often used in the text in abbreviated form: Youth is also virtually excluded from Congress, the average age of members of the Senate being 56 years and of the House 51 years. In this context, the abbreviated House instead of eating a full term The House of Representatives.

Particularly clear lexical and grammatical specific newspaper-style information appears in the headlines. British newspapers for headlines characterized by frequent use of a small number of special words that make up a sort of "header jargon»: ban, bid, claim, crack, crash, cut, dash, hit, move, pact, plea, probe, quit, quiz, rap, rush, slash, etc. The distinctive feature of this "header vocabulary" is not only the frequency of their use, but also the universality of its semantics. The word in the title pact could mean not only a "pact", but also "contract", "deal", "deal", etc. The verb hit can be employed in connection with any critical performance. Red can mean "communist" and "socialist" and "progressive»; bid implies a "call" and "invitation" and "an attempt to reach a certain goal," etc.: National Gallery Launches Bid to Buy the Titian - The National Gallery is trying to buy a painting by Titian; Bid to Stop New Police Powers - Call prevent the expansion of the rights of the police; Sudan Army Regime »s Bid to Crush the Left - Trying Sudanese military regime to suppress the progressive movement [23,177].

Of particular interest (and particular difficulty Interpreter) are "loaded" titles, built on wordplay: Poor air quality puts steelworks in bad odour with locals. The author writes under the heading of extreme dissatisfaction with the residents of industrial areas in the county of Swansea (Wales), caused by smog and the pungent smell of sulfur. Local residents accuse the leadership of the nearby steel plants in the release of harmful substances into the atmosphere. Pun based on the combination of variable combinations bad odour (bad breath), and EF in bad odour with somebody (in favor with anyone) because they include a common ingredient - bad odour. When translating, we cannot mechanically copy the shape of the original, but we have to try to reproduce for the reader semantic, emotional and fine specificity: Metallurgical Company spoiled the local population, and air and life [27; 45].

An important feature of the British newspaper headlines is the prevalence in this elliptical passive voice with the omission of the auxiliary verb to be to describe events in the past and in the present tense: Paris Protest March Staged by Students, 8-Year-Old Boy Kidnapped in Miami, All Piers Paralysed on East Coast, etc.

In English and American newspapers dominated verbal headings like: Floods Hit Scotland, William Faulkner Is Dead, Exports to Russia Are Rising. Verb phrase is usually stored as headings consisting of an interrogative sentence: Will There Be Another Major Slump Next Year? A specific feature of the English title is the ability to drop the subject: Hires Teen-Agers as Scabs, Want No War Hysteria in Toronto Schools, Hits Arrests of Peace Campaigners, etc. To indicate the future tense in the headers is widely used infinitive: America To Resume Testing, Laundry Workers To Vote on New Contract, World Unions To Fight Monopoly, etc.

Another feature of the English-language newspaper publication is a neologism derived by some productive suffixes, such as:-ism (Bevinism),-ist (Gaullist),-ite (Glasgovite),-ize (to atomize),-ation (marshallization) and prefixes : anti-(anti-American campaign), pro-(pro-Arab movement), inter-(inter-European relations), etc [20; 50-51].

But what is the main feature of nonfiction texts? The answer is obvious - there is many a clich, for example: on the occasion of — «по случаю», by the decision of — «пo решению», in reply to «в ответ на», in a statement of — «в заявлении», with reference to — «в связи с», to draw the conclusion — «прийти к заключению», to attach the importance — «придавать значение», to take into account — «принимать во внимание», «it is generally believed that…» — «по общему убеждению…», «it is officially announced that…» — «официально сообщается, что…», «it is rumoured that…» — «ходят слухи, что…», «it is reported that…» — «сообщают, что…», «it is suggested that…» — «предполагают, что…», etc.

Bright phraseological units can often be found in the headlines: Iraq in the balance - Uncertainty in Iraq; China throws down gauntlet to USA Inc - China threw down the gauntlet U.S. economy; Jordan's double game over Iraq - Playmates Jordan around the events in Iraq [27, 47].

Another distinguishing feature of newspaper and magazine text - is high allusive. Most journalists are building a text from what is already known to the reader: fragments of known pieces of music, books, advertising, and movies. Particularly complex cases the translator can comment in the footnotes, or use the add-on. It is allusive can often lead to the fact that the text will be difficult to translate the untranslatable.

In addition to the journalistic text are very important components of the syntax. So, the short supply of long or medium length can be a means to highlight something important. The same alternation of long and short sentences make the text more dynamic, some long sentences, on the contrary make the text "drag", for example: Marooned by a gale on a skeleton of a fire-gutted Wyle light-house in Morecombe Bay, with their dingey swamped, nine workmen last night decided to risk the two-mile journey back over the sands to Fleetwood. By syntactic features include a maximum fragmentation of the text into paragraphs, when almost every sentence begins on a new line, the presence of sub-headings in the body of the text to enhance the interest of readers [23; 176-183].

Thus, the texts journalistic style have a number of specific features of a certain complexity. Ready-made formulas and algorithms for universal translation, of course, does not exist. But if the interpreter is ready to advance to the possible problems if he is aware of the stylistic features of the effect of the translated text, and if he has the necessary background knowledge and understanding of the reality, which is dedicated to the text, the probability of the high-quality and adequate translation is quite large. Although the above can in some degree be attributed to the translation, and other kinds of texts, though outside the scope of fiction, nowhere is there such diversity and richness of expressive means, what have texts from the sphere of mass communications. And in order to avoid possible errors, the translator must delve into the semantic content, structure, and communicative task of the text, identify and take into account the target audience and consider the possibility of departing from the dictionary meanings of words in the source text.

To the above named conditions of the success of the translator to add one more thing - perhaps no less important than all the others put together. Very often the cause of lexical (and other) errors in the translation is exactly the wrong understanding of the source material. Therefore, the first factor is the need for high-quality translation of the text to identify due to the extra-textual phenomena and reality.

1.4 Features of journalistic style texts in Russian and English

Existing in journalism genres can be divided three groups: information, analytical, artistic and journalistic. As a basis for this division serve the degree of expression of the individual author's style, the author's attitude to the described phenomenon. Thus, in the works of author information genre only tells about some event, process, phenomenon, etc., then it is complementary analytical analysis of such communication, comprehension, assessment of what is at stake. The third kind of genres - art and journalistic - is mixed, it combines elements of artistic and journalistic style; the author's position is expressed as maximum.

Texts of journalistic style perform many functions: information, education, impact, propaganda or agitation and advocacy, education, popularization, organizational, hedonic (entertainment), etc., and these are the most important function of exposure and communication-information function - reporting news. It is embodied in a bid to any periodical, any organ of the media as soon as possible to report on the latest news.

These two functions are trailblazing. Their implementation finds its concrete expression in the style and language of nonfiction, determines the characteristics of vocabulary, syntax and structure of journalistic documents, composition genres of journalism.

Among the proper linguistic and stylistic features of the language texts journalistic style, the totality of which distinguishes it from the language of the other functional styles are:

• A high degree of standardization of the means: a large percentage of stable and stereotyped expressions, different journalistic clichs, lexicalized metaphors, standard terms and names, etc. (This feature is especially characteristic of news and reflects the desire of the author to create the impression of absolute objectivity and impartiality).

• The expressiveness of language as a way to attract the attention of the reader, to express the ratio of the transmitted information, placement and evaluation of accents etc. (Among expressive, that is, with specific connotations of expressions, you can also meet the language cliches and stamps), the presence of evaluative adjectives, direct address to the reader (these features are often characterized by copyrights, subscription materials).

• Saturation most diverse realities (social, political and cultural life), allusions (of literature, history, movies, etc.) and quotes (typical of both the realities of "anonymous", including news stories, and for the author, allusions and quotations in particular - especially for the author of Journalism).

• The use of colloquial, reduced, slang and profanity (the latter is more typical of written texts in Russian media, and is used to express a particular relationship, such as the ironic, the author of the material, create a certain image and style (for example, the comic) effect, and in the so-called " tabloid press "- and even shocking to the audience and / or to attract certain categories of readers).

• Extensive use of figurative phraseology and idiomatic vocabulary (both literary and colloquial and vernacular), including the "deformed" idioms, wordplay, puns, proverbs and sayings (often as a "deformed" form) (characterizes as a subscription, so and "anonymous" journalism).

• Extensive use of other stylistic tools, techniques and figures of speech - such as hyperbole, litotes, imaginative comparisons, metaphors (including deployed and "frozen", lexicalized), metonymy, Paronymic attraction (especially in advertising texts), allegory, and euphemisms others (often characterizes copyrighted material, comments, articles and reviews on various topics, etc.).

• A special feature of the written texts of the media (and a special translation problem) - newspaper and magazine titles, built on wordplay, puns on, quotations, allusions and idioms deformed.

Obviously, these titles cannot be translated literally. As the translation "response" to the pun in the original text, ideally, would like to see a meaningful pun in the translated text. Sometimes manage to achieve this. If such a solution to the problem cannot be found (which happens quite often), it is better to change the title completely, making it neutral, but clear in meaning and related to the theme of the text.

If the text to be translated prevail clichd combination of neutrality, similar language means should be used and the translation [30, c. 54-58]. All the more so for many journalistic clichs used in the English-speaking press is not difficult to find semantic and stylistic conformity among the same kind of expressions Russian language, for example: a significant event - a significant event, as follows from reliable sources - as the competent sources, restricted information - information for internal use / confidential information etc. Where there are no "ready" correspondences on the language level, there is the meaning to be transmitted by other means, while respecting the genre, stylistic and communicative nature of the text.

Another problem is the high journalistic allusive text [35, c. 124-125]. Most journalists are building a text from what is already known to the reader: fragments of known pieces of music, books, advertising, and movies. This information is quite difficult to translate, and among the interpreters are still arguing about whether or not to share this information and comment on it if a reader does not know the context. Particularly complex cases interpreter may comment in footnotes, or use the add-on. It is because of allusive can often lead to the fact that the text will be difficult to translate or untranslatable.

Besides idioms, clichs, or hidden in a journalistic text citations are very important components of the syntax. For example, the alternation of long and short sentences make the text more dynamic, some long sentences, on the contrary make the text "drag", etc. Just a short supply of long or medium length can be a means to highlight something important. It is also often used inversion or parcelling (Department of the offer).

It is also the special role played by the text "buzzwords", which are often the words of foreign origin. Sometimes, as in the text may appear old words that suddenly began to combine with other words. Buzzwords increase the confidence of the reader and emphasize the relevance of the information. However, with the translation of "hipness" of the word is lost, so the interpreter must lexically compensate for the loss of "hipness", transferring it to another token that is by replacing the context of the word on fashion for the target language.

Also pay attention to the hidden comic, which is often based, for example, to use the vocabulary of high style next to a neutral vocabulary. This can only be compensated by suitable variant correspondences.

The same principle should be applied as far as possible and in translating figurative, idiomatic expressions, and other expressive elements of the text. So, if you can adequately convey the idiom in the source code using idioms in the target language (similar in structure / lexical composition or for the communicative function it performs), there is no reason not to do - but only if the idioms correspond to each other not only in the sense, but also other parameters and stylistic. For example: to follow in somebody 's footsteps – пойти по чьим-то стопам; to put the cart before the horse – ставить телегу впереди лошади. Again, in the absence of close matches with phrasebook level, the translation must be other means - with all the parameters of equivalence.

As for reality, names of organizations, positions, etc., are room for creativity, the translator of no or very little. The names of international organizations adopted the notation of important historical and political events, place names and other realities - that any translator working in the field of mass communication, just have to know. Therefore, in most such cases, the choice of equivalents him or not at all, or it is limited to two or three alternatives. Thus, the only possible equivalent for UN Security Council- Совет Безопасности ООН; для the Cuban missile crisis – Карибский кризис (реже Кубинский кризис), для the House of Commons – Палата Общин. It is because of the lack of many young translators necessary knowledge, not to mention the general knowledge and horizon in the Russian language penetrate designations that do not meet the traditional Russian-language titles. This knowledge did not prevent them to pass the reality is translated exactly as they are designated in Russian.

Thus, an adequate translation of the journalistic style involves the transfer of certain means of another language is not just a purely factual and informative content of the text, but also its communicative / functional orientation. In other words, communicative and functional equivalence translation of texts journalistic style is no less important than its semantic equivalence.

2 Analysis of the linguistic-stylistic features of journalistic style

One of the most important features of the language of newspaper texts, on the one hand, the standardization of the language used in the paper money, and on the other hand, their expressiveness, the purpose of which - especially to attract a particular attention to the fact of the reader.

Purpose of standard lexical means to facilitate the perception of information the reader and, thus, to achieve a certain communicative impact on the reader, in addition, the standard tools used in order to make the text a certain uniformity and promote clarity posts.

The English press is replete with this kind of vocabulary. As a result of changes in the conditions of life, however, often appear neologisms, which quickly penetrate the pages of the press. The emergence of neologisms in newspaper texts complicates the understanding of the content. In some cases, the values of these words can only be installed from the context in others please refer to dictionaries, dictionaries aphorisms and clichs. Favorite method of enhancing the expression of a newspaper article, especially bearing in mind the pragmatic objectives press, is the use of figurative phraseology [29: 136]. Thus, the expression to bite the bullet (to show the courage to endure the pain, grief) came into the language of medicine of the time when the anesthetic techniques were not yet known and Surgeons advised wounded bite the bullet, make it easier to move the terrible physical pain. That bite the dust (die, pass away, go away to another world) - a euphemism that is used, for example, in the speech of the American Indians, when they speak of the dead.

Many of the political phraseology reflect current realities. Thus, the phrase buck stops here (all the responsibility rests with me) was the motto, and, as evidenced by W. Sefayer, as the slogan was on the desk of U.S. President Truman G. [44: 139]. The meaning of this phrase is that all of the most important decisions are made here. Subsequently, the phrase was again taken up by President Carter also having a see-slogan on his desk. Popular in the United States phrase can't fight City Nall (this is a useless thing is futile) used by the Americans in cases where they want to emphasize the helplessness of man against the elements, or the superior forces. Checkered sareer (checkered career, a career man who has passed through the fire, water and copper pipes) are often in the U.S. press, this expression is used when it comes to career politicians. Bourgeois English press is replete with vocabulary, reflecting local realities, such as fraud in the election campaigns: smear tactics (tactics demonizing their political opponents); character assassination (the destruction of the good name or reputation through public insinuations against political opponents); mudslinging (mouthing) ; ballot-box stuffing (rigging elections); patronage politics (the distribution of "cushy jobs" for the financial services provided by American candidates so-called fat cats (financial bigwigs)); political conditioning (political "process»); brainwashing («brainwashing "indoctrination (carried by news analysts, or - in recent years - think tanks« think tanks »)); opinion polls analysis (analysis of the results of a public opinion poll, which, as a rule, has the pre-planned political leaders purpose; news media campaign (elucidation of the means of mass communication at a certain angle); political advertising (political advertising) TV cosmetics strategy (strategy embellishing the facts on television); prime time access rule (rule of the best television of time (usually for the ruling party).)

The desire for expression in the language of print often leads to all kinds of deliberate strengthening of style. This phenomenon is particularly true, for example, for a modern printing of England.

Thus, in one of the presidential election campaign by an American newspaper published a strident headline: Ford to New York: Drop Dead! () [51]! In this title in a nutshell (drop dead) as to summarize the position of former U.S. President Ford in relation to the issue of the provision of the New York Federal financial assistance. However, if you carefully review the text of the pre-election speeches J. Ford, we see that as a straight position he held. The fact is that by order of certain circles newspaper deliberately exaggerated in order to emphasize the issue in an attempt to catch up with fear in their readers - the voters of New York. Subsequently, the American press has really recognized that shown by the sensationalism of the above type has played a negative role in the political struggle against Gerald Ford Jimmy Carter. The above example is just one of many found in the sensational bourgeois press of the West.

Highly imaginative and expressive are those, for example, the well-known expression, as hot-potato issue (sensitive issue); shirt-sleeve philosophy (home-grown philosophy); flaming optimism (affirming pathos); wild-cat strike (illegal strike); backroom deals (backroom political game); to beat the air, to boondoggle (watching a blank deed); dragged-out talks (protracted negotiations); kite-flying (kiteflying); hard-core voters (voters who consistently vote for the same party); floater (voter, voting illegally several times (cf. letters "flyer»)); capsule review (brief review of news (the more usual and standard term would be brief review)); credibility gap (loss of confidence, the divergence of views ) of course, it could be said crisis of trust, but then disappeared would be an element of imagery, and consequently, the expression would not have gained such wide distribution in the speech of the Americans and the British. The phrase blood bath (blood) generally translated (generalization as a method of transfer). Trope New Deal (New Deal) has nothing to do with any transactions. In this sense the type new course (new course) is impersonal, devoid of imagery (compared to the New Deal), and has no historical connotations.

The usual expression, devoid of imagery, it would be doing extra work for extra Rau (for jobs, "moonlight)," or even, in some cases, under-the-counter earnings. But the peculiarities of newspaper language are such that it is moonlighting is used more often, rather than, say, other specified expressions.

Expression of grape vine (officially unconfirmed) is somewhat pretentious, but the unit is synonymous false rumours devoid of imagery, has a somewhat gruff tone and has some legal implications.

But not always soften the meaning of figurative expressions, as in the example above. Thus, the phrase lunatic fringe (extremists) has a much more earthy shade than the standard term ultrareactionaries. This translator should be kept in mind.

Let us now briefly comment on the basic techniques used in the language of the Anglo-American press.

- Advertising vocabulary. Some figurative speech and expression penetrate the political language of advertising. For example, the well-known expression to sell an idea, which literally means "to sell the idea" actually be translated to convince the attractiveness of smth., Persuaded to (benefit) smth. Hence, selling a candidate is touting the candidate, not the "sale of the candidate" [43: 10].

When a politician says: «That's the other piece of action», he has in mind: "This is my contribution." However, the expression get your piece of the action originally meant - to attach to it and you will make a bargain and you will, that is, is taken from the language of advertising.

- Slang. In the Anglo-American press is widely used slang. For example, a standard vocabulary such as unlicensed sales or illicit trade is often replaced in the language of the American press expression of type boot-legging (illegal trade in alcohol or other restrictions on circulation of goods) [51 8], which clearly bears the slang connotation.

- Proverbs. It is impossible not to note the extensive use of proverbs in the contemporary press, which promotes figurative language. For example: to let the cat out of the bag (let the cat out of the bag), uou scratch my back, I'll scratch yours (quid pro quo). Moreover, there were distinct political proverb: A rising tide lifts all boats (tide helps all the ships go aground) [40: 12]. How uou stand depends ON where uou sit (Weight human society depends on the employment status) [45: 4]. The meaning of the first is that when there is a general economic recovery, all of this benefit. The second contains an allusion to the fact that the popularity rating of any candidate to a large extent depends on his position and influence.

- Metaphors. Metaphors are found in the socio-political texts quite often. The purpose of the text metaphor is to expand the scope of meaning of a word by the figurative meanings, which naturally increases the expressive and general properties of the text. And this, as we know, is one of the major problems of journalism. Here are some examples.

When it comes to high-ranking political figures, they are often called big guns, great guns, or big shots, and (less often) big wigs, big noise, big wheels, bid banana, big fish, big timers (civilian "bumps") [ 50]. Social activist invariably "bombarded" questions - to bombard smb. with questions (asking questions). Diplomats, journalists write as widely used diversionary tactics (diversions), in addition, in the same sense often appears expression, also taken from the military language, - evasive action (policy evasive action). When it comes to news within the country, in addition to the standard terms such as home news or domestic news is also widely used and metaphorical home front, again borrowed, as we see from the military language.

Legal disputes in court referred to court battles (legal battles), hence the spores (heated discussions) in Congress (parliament) - Congress (Parliament) battles. An example of a deployed metaphor is the phrase: One hare which ran this week, but was shot bu Sir Geoffrey on Wednesday, was the suggestion that overseas holidays could BE made subject to VAT (value added tax) [35: 5]. It is clear that we are not talking about "running this week, the hare," and some of the ideas put forward by politicians of England in order to balance the budget. Therefore, the entire sentence, given an expanded metaphor, it should be translated as follows: One of the projects put forward this week, but the criticized on Wednesday by Sir Geoffrey was a proposal on how to include foreign travel to a number of articles liable to value added tax. From this example it is clear that the detailed metaphor is not transmitted, and is replaced by a descriptive translation.

- Metonymy. Acceptance of metonymy is to replace one word with another, related in meaning. For example: Buckingham Palace is not expected to issue a statement ON the matter. (It is believed that Buckingham Palace will make a statement on the matter.) [30]. In fact, we have in mind a king or queen of the United Kingdom, does not make statements on the issue.

- The epithets. Appointment epithet - emphasize a particular feature of an object, to express their attitude to it. If the adjective is used with a particular word constantly, it gradually turns into a cliche (clichs). For example: America the Beautiful [43: 5] - it uses advertising adage. New Deal [43: 4] - the definition evolved into a political stamp. Bleeding Kansas is a historical and political stamp, signifying the fight in the state of Kansas against slavery.

- Paraphrase. Figurative expression of thought is a paraphrase of that as a method of transmitting information is also found in modern journalism. For example: the one writing these words (the writer of these lines).

- Breach of idiomatic combinations. In many registered political language idioms often cited in various articles. Sometimes, however, journalists tend to give greater expression of identity, individualizing your style. In these cases, a combination of phraseological intentionally violated. So, instead of expressing curiosity killed the cat (Barbara curious nose torn off in the bazaar) [50: 90] can be found in the texts of curiosity killed the career of the politician (letters, "curiosity killed the career of a politician") [50: 90] i.e. the point is that he should not have to ask certain questions, because the answers are undermined his career. Idiom see which way the cat jumps (see which way the cat jumps) [50 1046] in a newspaper article transformed into the expression «why wait to see which way he jumps» («What to expect that he would take"?) [37 8].

- Synonymous couple of pairs of synonymous purpose - to give greater solemnity of style. For example: men of conscience and good will (people of good will). As we can see, only one of the elements is of the pair to be a direct translation.

- Comparisons. A popular technique is to compare the neck. For example: the battle is as good as won (believe that the case is won), the battle is as good as lost (down the drain). On a hot commodity to say: it sells like hot cakes (this product snapped up (literally, "like hot cakes")) [41: 3]. Interestingly, this comparison was partially re-interpreted and transferred into the political language. Thus, in the United States is well known expression to sell a candidate (the candidate to advertise, promote (in press) or that candidate) [43:12].

- Hyperbole. An attempt to dramatize the events to make them more sensational, naturally, cannot but lead to the use of hyperbole: scared to death (scared to death), bleeding heart (heart, poured the blood of (iron. Policy Liberale)), he tears off his hair (he was tearing his hair).

- Words and phrases particularly popular at the moment. Individual words and expressions in political texts are becoming especially popular. Such words are often called fad words («buzzwords"). Here are some examples: to articulate a problem (focus problem) instead to formulate a problem; soft climate (warming in international relations); dialogue with the East (dialogue with the East) instead of talks with the East; politicized issue (particularly accentuated in the policy problem ); posture (attitude) instead of attitude; rhetoric (rhetoric) rather than statements; rip-off (cheating) instead of deceit; thrust (focus, focus) instead of emphasis.

In one of the speeches made in the Security Council, it was stated: We maintain that all this was done to hijack the deliberations of this session. (We argue that all of this was done in order to disrupt the debate at this session.) Here the word hijack should be seen more as a stylistic tribute to fashion into words, what truly semantic necessity.

- Anonymous construction of the text. In order to make the post of impartiality, and sometimes also in order to disguise the true sources of information used phrases like: some states believe that ... (some states believe that ...), critics feel that ... (Critics say that ...), it's widely recognized that ... (recognized that ...), the Spanish say that ... (the Spaniards say that ...), the prevailing opinion is that ... (it is believed that ...). Such a technique we call the anonymous construction of the text.

- Euphemisms. In the texts of political and business (economic) surveys the use of euphemisms - a very popular technique. Especially rampant euphemistic tendencies are in the English language in the United States. For example, the verb t o fire (fire), some journalists seem rude and they prefer a soft, sleek expression: to select out, to discharge. The term sewer commission (Commission sewerage) is now sometimes referred to as pollution-control agency; janitor (janitor, caretaker) - of course, superintendent (manager); plumber (plumber) is sometimes called a sanitation engineer (engineer or plumber). Some euphemisms are very artificial and is unlikely to represent the perfection of language. For example, the phrase trash barrel (trash) is sometimes replaced by the word ecological receptacle; trash collector (garbage collection) becomes garbologist. Euphemistic tendencies manifest themselves in modern English is largely a result of the spread and impact of the media and various psychological pressures on the language [29, 95]. The term bugging (eavesdropping by using special devices) more often now replaced by the more euphonious term electronic surveillance, and the term breaking, illegal entry (lit. "to break into the room") - a term surreptitious entry (lit. "secret entrance"). Naturally, these trends could not spread to the military terminology. For example, the U.S. command their orders, setting out the objectives of type search and destroy (identify the enemy and destroy it), now replaces a more streamlined formulation of search and clear (to identify the enemy and clear the area). The term mass bombing (mass bombing) now renamed the protective retaliation (retaliation in order to protect). MX missile, the destructive first-strike nuclear weapons, official military circles awarded the grand, harmonious name Reas keeper (peacemaker (literally "guardian of the World").)

Based on the above, in this chapter we have come to the conclusion that the systematic use of linguistic resources leads to the fact that in different areas of language use standardized nature of their use, there is a predominant use of certain syntactic structures exhibit features the use of figurative language features, there is a tendency use of different methods of communications between the parts of speech and so on Such systems are called styles of speech or speech styles.

In the system of speech styles of modern English language about the middle of the XVIII century began to stand apart distinctive style, which is called the publicist. Like other speech styles, it is not homogeneous. It identifies two types: written and oral. By writing varieties of journalistic style is language essays, newspaper articles, magazine articles literary - critical and socio-political nature, pamphlets, essays, etc. By the oral varieties journalistic style is style of oratory, and more recently as reviews of radio commentators.

One of the most important features of the language of journalistic texts, on the one hand, the standardization of the language used in the paper money, and on the other hand, their expressiveness, the purpose of which - especially to attract a particular attention to the fact of the reader. The analysis of English nonfiction texts, we have identified a number of common features that characterize them in terms of the implementation of the pragmatic component: 1) the presence of EF spoken nature, and 2) the use of word games, and 3) the use of images that are directly related to man and his environment.

2.1 Methods for transferring the realities of the translation of journalistic texts

The problem of translation realities in nonfiction texts as one of the most difficult challenges facing the translator, attracts the attention of many linguists and translation theorists. Among the difficulties encountered when translating realities are the following:

1) the lack of conformity in the target language (equivalent) due to lack of native speakers referred to a reality of the object (referent);

2) the need, in addition to substantive meaning (semantics) realities pass color (connotation), as well as its national and historical painting.

In selecting the most appropriate methods of translation must take into account the realities of the method of supplying the author of the original text and the means it uses to communicate to the reader of its semantic and connotative content.

In theory and practice of translation is widely known methods of translation following realities:

1. Transliteration and transcription.

Transliteration - a transfer of the graphical (letter) of the word, and spelling - is the transfer of sound form letters. These methods are widely used in the transmission of foreign-language proper names, geographical names and names of various companies, firms, steamships, hotels, newspapers, magazines, etc.

Selection of transcription in translation also depends on the reader, which is focused on the text, that is necessary to take into account the degree of "familiarity" reality, because it does not have to stay outside of his perception.

In the absence of the target language letter designating the sound, by its sound with a sound similar to the original text, apply a combination of letters, giving the corresponding sound. Thus, the Russian "g" is passed in the English language through a combination of «zh», «X» through «kh», «u» by «shch» and so on.

One of the main advantages of transcription receive a maximum brevity, which in some cases is a major cause of transcription. It should be noted that transcription, like any other technique should be used with caution, since in some cases, transmission of color, not being a determining factor that could push into the background the transfer of the semantic content of the reality, not thereby fulfilling the communicative task of translation. The abundance of transcribed words can lead to overload the text realities, which brings the reader not with the script, and separates from him.

In some cases, need to be combined with additional funds transcription comprehension, particularly with regard to transfer of the realities that are "false friends." In this group, for example, includes "... the names of weights, measures and other measurement values that resonate in the source language and the target language, but do not coincide with the number" [1, c. 322-325].

Speaking of transcription necessary to mention the phenomenon of cross-language disambiguation, that is, the presence in the language of the translation of words phonetically close to reality to be translated. In some cases, this factor causes the interpreter to stop using the described admission.

The use of transliteration transmission reality is very limited, it is possible to speak about the translation of concepts relating mainly obschestvennopo political life and proper names: English. «Strathmore» and Russian. "Strathmore», «The Washington Post» «Washington Post», «L'Enfant Plaza» «LanfanPlaza." It should also be noted that in some cases it is difficult to distinguish due to transcription from transliteration relative similarity of these techniques.

2. Creating a new word. This method is used if the transcription (or transliteration) for certain reasons is undesirable or impossible. Introduction neologism most appropriate (after transcription) path to save the semantic content and color transferred realities: by creating a new word (or phrase) is sometimes possible to achieve almost the same effect. These new words are in the first place, tracing paper and half a tracing.

a) Tracing paper.

Tracing paper - borrowing by the literal translation - allows you to move to the target language in the reality of the maximum possible preservation of semantics. However, the preservation of semantics does not mean the preservation of color, as part of a word or expression that is transmitted through language translation. For example, in English. «Capitoll Hill» Russian. "Capitol Hill», «Library of Congress» «Library of Congress."

b) Development.

This group of methods of translation realities may also include development - giving the appearance of the native word for language translation on the basis of material already available in the original language.

c) Creating a semantic neologism.

This method of transmitting the reality is to create a semantic interpreter neologism, which are words or phrases to help you understand the semantic content of the transmitted realities [Vlahov, Florin, 2006, p.100]. However, it should be noted that the translation of neologisms realities of the least widely employed.

3. The approximate translation.

Is the closest to finding people on the value of conformity in the translated language for lexical unit, without having to exact matches. This kind of approximate equivalents of lexical units can be called "peers."

Although these equivalents are only approximate broadcast the contents of the corresponding Russian words, yet in the absence of a precise English equivalents, their use is justified because they give some idea of the nature referred to an object or phenomenon. The use of analogs also found in the transmission non-equivalent English vocabulary in Russian language, for example:

drugstore - pharmacy, knowhow - secrets (technology, skills, knowledge of the case), muffin - baking.

Applying the translation process "analogues", keep in mind that they are only about convey the value of the original word, and in some cases may not create quite a correct idea of the nature referred to their object or phenomenon. With this in mind, experienced translators using "unique" give the required explanations in comments translated.

4. Contextual translation

This technique is similar in its principle to approximate translation and contrasted vocabulary, as translated word by using this technique can have a match other than those specified in the dictionary. In this case, the main orientation of the interpreter is the context, therefore it is a way "is to replace the vocabulary compliance with contextual translation is logically connected to it." An illustration of such a method can serve as a translation of the phrase "Sorry, but we can not apply to you or consomme or profiteroles or floransi. We do not have Italian food, "the statement« I'm sorry, but we don't have the dishes you have ordered ». The main disadvantage of such a transfer is complete disappearance of the realities of the media as a specific national color.

5. Transformational translation.

In some cases, transmission non-equivalent vocabulary translator has to resort to the restructuring of the syntactic structure of the sentences to the full lexical substitutions changing the value of the original word or to one and the other at the same time, that is, to what is called the lexical and grammatical translational transformations, so in this If you can talk about the transformational translation.

For example, the English glimpse, having no equivalents of Russian nouns, often used in expressions to have, or to catch a glimpse of something or somebody, which makes it possible to use the verb in the translation, and thus resort to syntactic restructuring proposals [2, c. 201-214].

I could catch glimpses of him in the windows of the sitting-room.

When using transformation receive this offer translation from English into Russian as follows:

Я видел, как его фигура мелькнула в окнах гостиной.

6. Hyponymyic translation

Hyponymyic translation is the replacement of species concepts in a generic, that is, the transfer of the realities of a linguistic unit, which has a broader meaning than translatable. At its core is a generalization of the reception, which was quite widely used. It eliminates the transcription and substitution of concepts, the difference between them in a given context is negligible. For example: нопаль (вид кактуса) – кактус, кебраго (вид дерева) – дерево.

7. Descriptive translation.

This method of transmitting bezekvivalentnoy vocabulary is the realization of the value of a lexical unit deployed using phrases that reveal the essential features of the lexical unit designated by the phenomenon, that is, in fact, by its definition (definition). Here are a few examples of descriptive translation of the English lexicon bezekvivalentnoy into Russian: showmanship - the ability to draw attention to themselves, gum arabic, gum arabic, emitted by different types of acacia trees, native to the south of the Sahara.

8. Replacing realities. Translation idioms containing realities.

Some researchers (eg, Vlahov and Florin) also highlight the realities of the replacement trick given in the source, on the reality of language. However, it should be noted that such a change leads to a kind of substitution of color and a sharp separation realities on the background of the text. An example of such a change can serve as a transfer of English. "Iomen" Russian concept of "land." The only clear prerequisite of such replacements is the loss of color (to the extent that this is possible) or translate the word or his alleged replacement.

The change of color by substituting the reality can focus the reader's attention to detail, which may, in my opinion, is not a key, and does not pose any significant semantic value to the story. bellboy-captain.

Considering the phraseological units in terms of translation, we turn to the division proposed by V.S.Vinogradovym, which identifies the following groups collocations:

1. lexical, semantic correlate with the words;
2. predicate complete sentences, entrenched in the language in the form of stable formulas;
3. comparative, entrenched in the language of a robust comparison.

S.Vlahov and S.Florin combine idioms in their structural and semantic type, color, metaphor, stylistic coloring of the following groups:

1) shaped / non-shaped;

2) proverbs like / non-proverb type;

3) National / loan / international;

4) having the flavor / without coloring;

5) Common / author;

6) the primitives / authorized.

The above indicators are to a large extent determine how the translation of phraseological unit.

Based on the basic principles of classification realities words, you can highlight the main ways of translating the realities of phraseology.

1) Using the absolute equivalent.

This technique is possible if the idioms in the source language and the target language contains international reais (its one of a pair of foreign languages or for both): "All roads lead to Rome» «All roads lead to Rome». «The Dutch have taken Holland!» «Discover America!"

2) Use the equivalent of a maximum close-up content. This method is limited in application, since it implies change the realities of the source language reality of language. Such a transfer is possible in cases where a national or temporary color does not play a role, and the most important element is the content of the plan. The most famous example is the translation of the Russian proverb "To go to Tula with the samovar," the English equivalent «To carry coal to Newcastle».

3) Use a neutral color one word or phrase. It is used when there is no equivalent in the target language, or in the case where the substitution of color will lead to a distortion of meaning or a sharp discrepancy between the text itself idiom. An illustration of this process can serve as a translation of the English expression «when Queen Anne was alive» (literally, "was alive when Queen Anne") neutral Russian phrase "in ancient times." This method may be limited by the author's intention, if the expression is used in the literal sense and is an indication of a certain historical period ("at the court of Queen Anne") [34. 233-235].

4) Word Translation with explanation in a footnote may be used to preserve and flavor phraseological realities simultaneously for transmission of the content. This technique is successful, as it helps to achieve the main goal in the translation of such a linguistic unit, but has the disadvantage because of the literal translation of which cannot be natural.

5) Bringing the idiom in the original language with the translation and explanation in a footnote. This method is used relatively infrequently, mainly in cases similar to those used in the preceding process description. This technique increases the flavor of the speech of the hero or the author, and, in accordance with the author's intent, knowledge points to the hero of a foreign language (this applies to the phrases in the text in a foreign language for the original).

6) Use have a trcing the replacement of the national component is to build on the basis of the available material in the original language to the new language translation of phraseological unit. In this way, in the Russian language was included saying "Moscow was not built in one day" (English «Rome was not built in a day»). Also example is the translation of the Russian proverb "penny penny gained" with the phrase «take care of the kopecks and the roubles will take care of themselves» on the basis of the English expression «take car of the pennies and the pounds will take care of themselves».

7. Omission of realities.

According to AD Schweitzer, taking into account the functional role of the realities in the message, the interpreter can "rent Real" in a few special cases:

1. if it has a small load semantic structure of the text;
2. if it is mentioned only sporadically;
3. if it does not perform denotative and expressive function, and therefore can not cause a specific figurative associations in the reader the translation.

This is known as the "omission of reality" or "zero transfer" [11, p. 90-96]. In terms of frequency of use techniques nearly all methods are used frequently, but the realities of the omission in the translation, despite its simplicity, are not widely use. This indicates a preference for translators to adhere to the original text and the choice of a reception guided the author's intention.

8. Transfer stranger to the source language and the target language realities.

The problem of this nature occurs in the presence of a translator in the text of the original reality, the source language borrowed from the "third" language. Often, in the original text, such realities are accompanied by additional means of understanding, which can also cause difficulty in translation.

Considering the advantages and disadvantages of each of these methods, it is necessary to emphasize that in practice the translation work they are not used in isolation, but in conjunction with each other. Exclusively use only one of them has the effect of overloading or transferable foreign-language text or verbal material "exoticism" (with transliteration and transcription), or excessive expansion of the text (with descriptive, circumlocutory mode), or leads to a complete loss of national specificity (at likens translation) or to the depletion of the real meaning (at hyper anomic transfer).

Experts studying non-equivalent vocabulary push virtually the same offer to transfer culturally-specific words, they differ only in their use of preferences. So, based on the classification of words, V.S. Vinogradov offers the following ways to translate the word-reality:

1. transcription and transliteration;
2. hyper anomic translation;
3. the assimilation;
4. circumlocutory (narrative, descriptive, explicative) translation;
5. tracing [6. 56-61].

Other authors believe that the reality is mainly transmitted transcription, transliteration and tracings. N.A. Fenenko not offer new ways of transferring, but explains the process justifies the choice of transfer depending on the type of reality, and hence to the semantic and stylistic load, which in reality is text. Direct appeal to the reality, which is close to the recipient, is widely used in the story, which reduces the exoticism of the text and to avoid gaps related to the lack of native English culture background knowledge needed to understand the culture-specific lexical units.

Kind of classification of occasional correspondences that are created without a translator in the translation equivalent vocabulary leads V.N. Commissioners. In the field of translation without an equivalent vocabulary, in his opinion, the following types of occasional conformity:

1. Compliance borrowing, reproducing in the form of foreign language words. Such correspondences are created with the translation or transliteration of transcription;
2. Compliance with tracing paper, reproducing the morphemic structure of a word or phrase components of sustainable;
3. The corresponding analogue generated by find himself a short on the value of unity;
4. Correspondences lexical substitutions, created in the transmission value without the equivalent words in the context of a single species of translational transformations;
5. Use the description in failing to create matching the above methods [4, c. 223-226].

As we can see, the author does not define the modes of transmission realities; he notes conformity, which result from the application of a transfer admission.

In summary, we can conclude that the absence of direct equivalents to certain ranks of lexical items in the vocabulary of another language does not mean their "untranslatability" in that language. It has an interpreter is available, as has been said, not one but a number of tools that make it possible to convey the original meaning of the vocabulary units in speech, in particular the text.

2.2 Characteristic features of journalistic English

To newspaper and journalistic style are typical of all language functions except for aesthetic and contact-making. It should, however, mention that this is not true of all news stories. Articles and commentary are to a greater or lesser extent to the scientific approach that, by the artistic text and have an appropriate set of features. However, correct to say that the aesthetic and contact-making functions are not available, and have a special character and executed mainly graphically: fonts, headings, which must strike the eye and attract attention even from a distance, striping and distribution of a variety of articles on pages than increases the chance of each article to catch the eye of the reader, the special headings to paragraphs.

General stylistic pattern of English and American press is colorful, from the "respectable" of the City and Wall Street, and ending with the "yellow" tabloid press.

For the practical work of the translator the most important are the following features of the British press:

1. Conversational nature of some familiar materials.
2. "Prettification" style use of jargon paraphrase.
3. Official titles and addresses.
4. The special character of the headlines.
5. A special method of separating paragraphs.
6. Lexical features of newspaper and informational materials.
7. Use of the terms.

For British and American newspaper articles characterized by the use conversational turns in the most serious on the content of the texts. For example, the English newspaper "Daily Worker" wrote in its issue dated 10 November 1962 of the criticism, which was subjected to the Bonn Defence Minister Strauss at a meeting of the Bundestag:

One admission by Herr Strauss was accidental. Pressed into a corner about whether it wasn’t time to have a new de-nazification in his Ministry? He ran round the question.

Instead of answering he took the line of "you're another", that other West German Ministries and the police had still more ex-nazis in them than his own Ministry.

Unusual, in our view, is the familiarity with which the British and American press treats her like statesmen and foreign. The heads of state and ministers are called by their names in the newspaper: Bob Kennedy (Robert Kennedy), their names familiarly cut: Mac (Macmillan), etc. All of these familiar, conversational forms have long been familiar to the English reader, do not catch the eye and do not impress any special liberties or mischief. If you keep them in the translation, then by Russian readers they will produce much more impressive because of their singularity. Thus compromised when translating stylistic coloring of the original, as is normal for the English reader the text will be given an unusual Russian text that will be perceived by Russian reader as something frivolous and inappropriate familiarity. Therefore, the most appropriate here is not to pass such genre features for the sake of adequate transmission of the nature of the genre as a whole: in English if it is material information and descriptive genre, then the translation should have all the characteristics that this genre has in the Russian language. The widespread use of the information in the newspaper-style names and the names of specific makes and carries a message transmitted information to certain persons, institutions or areas. This involves considerable preliminary (background) knowledge from the receptor, allowing it to connect with the name of the called object. For example, the English Receptors outside the context of well-known that Park Lane - a street, Piccadilly Circus - square, and Columbia Pictures - Film Company.

The second feature of this genre is the desire of British and American authors glossed dry message using some slang, paraphrases, etc. On the basis of the same considerations preserve the stylistic features of the genre in the Russian language, these "switch" is usually not transmitted in translation:

In another "Let's get cracking" Note, the Soviet Union today proposed next Thursday as the starting date for Ambassadors' talks in Moscow to prepare a Summit conference. (Daily Worker, London, April, 1958)

В новой ноте, предлагающей приступить к непосредственной подготовке совещания в верхах, Советский Союз назвал сегодня следующий четверг в качестве даты начала переговоров послов в Москве.

Along with the familiar, conversational coloration of many materials of this genre, it is possible to note some opposite tendencies. The information and materials descriptive of British and American newspapers have always taken to indicate the title of a political figure, even when it is subjected to the most unsparing criticism. If the name of the politician used without mentioning the title or position, it is always placed before the reduction of Mr (Mister) or Mrs. (Mistress). Thus, Adenauer - is always Chancellor Adenauer or Doctor Adenauer, Mr McMillan. Macmillan, de Gaulle - General de Gaulle, Churchill-Sir Winston Churchill (or Sir Winston). The paper can be called Chai Kai-shek and the leader of a gang of thugs at the same time may preface his name or the title of generalissimo word mister. Even the sad memory of Hitler's henchman Goebbels referred to the British and American press (including Communist) Dr. Goebbels (Dr. Goebbels). All of these titles are in English text of purely formal significance and does not reflect special respect to the author of the article referred to the residents. Therefore, when moving these titles typically omitted. Exceptions are special official texts in which they are transferred, and Mr. and Mrs, respectively translated Mr. and Mrs., not Mr. and Mrs. Final versions are used only when translating literature to preserve national colors.

2.3 Language features of the English-language press

Language of newspaper, of course, has certain characteristics that distinguish it from the language of artistic or scientific literature, from speaking. This is the result of a long selection of language, expression.

Language newspaper reports, historically in the English language has a number of common features, which vary from epoch to epoch, as well as many private of the identities of individual newspaper genres, publications.

Quantitative and qualitative analysis of newspaper vocabulary revealed a large percentage of proper names: place names, antroponymic names of institutions and organizations, etc. Higher compared with other styles of numerals and the percentage of all words related to the lexical and grammatical field of multiplicity, as well as an abundance of dates. A characteristic feature of the newspaper vocabulary is a large number of socio-political terms. Conspicuous feature of the newspaper style is the frequent use international words and neologisms. The latter are of great interest, as is often difficult to understand.

As you know, neologisms - words and phrases that are created for the concepts of political, scientific or commonly understood character formed by the current language in word-formation models and laws or borrowed from other languages.

In its structure and method of forming neologisms in language newspaper are represented in several versions. The most typical ways of formation of neologisms in the English language newspaper is the word formation (compounding, affixation, conversion, and reduction), the change of knowledge and borrowing words from other languages. Each of them has its own characteristics, so they should be dismantled separately.

Compounding as a type of word formation is a merger of two or more bases for the formation of a new word. For difficult English words are the most frequent formations consisting of two bases. Recently, in the English language, and especially American newspapers, a host of nouns formed by the conversion method of compounding combinations of verb and adverb. In some of them there is a clear repetition of the second component, which in some cases suggests that planned a definite relationship between the model and its value. Therefore it is often possible to predict the value of each new with this model formed by the word. We show that the example of words formed by using the - in. Words such as sit - in, teach - in the U.S. appeared in the press recently. They became particularly wide use since the U.S. aggression in Vietnam.

In other words, this complex type are:

Stay - in - пикетирование;

Ride - in - протест против дискриминации в отношении проезда негров в автобусах;

Sit - in - сидячая забастовка, например: Е1есtricians sitting in 2 North Sea platforms were flown off by helicopter offer oil rig bosses had threatened to stop supplying meals. The 17 electricians are protesting at 30 their colleagues being made redundant (MS). В заметке говорится об окончании сидячей забастовки нефтяников после угрозы со стороны хозяев о прекращении снабжения питанием бастующих, находящихся в открытом море на нефтепромысле.

A similar model is used to form nouns from verbs with other adverbs. Often one and the same dialect joins equal verbs. Typically, these words came into the language through different genres newspaper. For example:

OVER:

Take-over - захват власти.

Switch-over - переход (на другую тему).

Push-over - легко преодолимое препятствие.

OUT:

Drop-out - молодой человек; бросивший учебу.

Lay-out - человек, потерявший работу.

The formation of new words with prefixes and suffixes in the English language called affixation. For newspaper style characterized by the appearance of neologisms affixed with a set of affixes, as well as the unusual combination of bases and affixes that in other styles of speech are unproductive. In many cases, these affixes develop new values before they are not peculiar. For example: - ship.

This Anglo-Saxon suffix at one time was used for the formation of abstract nouns with a status value provisions, such as: friendship, leadership, lordship.

It has long been considered counter-productive, because for centuries the new words to him were not formed. In the newspaper vocabulary suffix - ship with the morpheme - man forms abstract nouns se the value of quality characteristic: brinkmanship, craffmanship, oneumanship, showmanship.

The same can be said about the non-productive suffix - don, who in a newspaper vocabulary began to be used to form new words, and thus gained productivity. For example: bangdom, bogdom, suckerdom. Among the commonly used widely suffixes should be called and the verb suffix - ise (-ize), which is particularly frequencies in the language of American newspapers:

factionalize - выдумывать;

itemize - рассматривать по пунктам;

leonize - выходить в открытый космос (образовано от фамилии космонавта А.А. Леонова);

Institutionalize - узаконить. Например: Their march from Hyde Park to Trafalgar Square gave a sample of the massive strength, which the movement can mobilize to crush an evil (race discrimination) which had become almost institutionalized in Britain.

Westernize - европеизировать. Например: 18 000 pairs of eyes were recently westernized in Japan. Речь идет о косметической операции у японок c целью увеличения размера глаз на манер европейских.

Ranked Among the more commonly used prefixes of frequency are:

Anti, - pre-; anti-apartheid, anti-fascist, pre-capitalist, pre-election.

The transition from one part of speech to another, leading to the formation of a new word without changing its initial shape is called a conversion. This is another source of neologisms in the English language. Educated conversion, they are widely distributed in the newspaper vocabulary. High frequency of words is formed by conversion - one of the hallmarks of newspaper style. Most often it is verbs formed from nouns and nouns formed from verbs. It is worth noting that in the newly formed word often develop values, only indirectly related to the word-base.

For example, in the pair to hit - a hit; can observe an interesting development in the value of the noun. As a result, a number of translations and Redefining the Meaning of a hit has come to mean the success or something that is a success.

Another type of word formation, which is also a source of neologisms - is shrinking. The abundance of abbreviated words, especially common in the headlines is a characteristic feature of language newspaper.

Abbreviation, i.e. contraction of the words to one letter, for the most part to be spelled:

HO - Home Office;

UNESCO - United Nations Educational, Scientific and Cultural Organization;

WHO - World Health Organization;

NASA - National Aeronautics and Space Administration.

Typically, these abbreviations included in long use, are not explained in the text.
In order to speed up and simplify the reading and understanding of newspaper text in the language of newspaper reports used words and phrases repeated from room to room - newspaper stamps. They form a kind of newspaper style and terminology, in fact, constitute a newspaper stamps or clich. They are like nothing else, reflect the traditional style of presentation in newspaper articles.

Foe example: international relations - международные отношения;

legitimate interests - законные интересы.

Clichs are needed in newspaper-style, as they cause the desired instant association and do not allow ambiguity. Newspaper stamps can be divided into two groups:

• phrases, always use the same structure;

• phrase allowing the composition variation.

The first group is represented by a wide variety of structures. AN (adjective + noun):

Joint research - современные исследования.

Big business - большой бизнес.

V (А) N (глагол + существительное):

To have priority - пользоваться преимуществом

NN (существительное + существительное).

V ргер N (глагол + предлог + существительное):

To be in effect - быть в действии.

NNN (существительное + существительное + существительное):

Sрасе еxр1огation program - программа космических исследований.

АNN (прилагательное + существительное + существительное):

Manned space flight - космический полет с космонавтом на борту.

Вторая группа своего рода опорное слово, обладающее высокой частотностью в газетных текстах и варьирующееся лексическое окружение.

Примеры сочетания с существительными:

Community - группа, общественность;

national community - национальная группа;

world community - мировая общественность.

Complaint - жалоба;

to lodge a complaint - заявить протест.

Сочетание с прилагательными:

vital - issue, interest

racial - policy, tension

2.3.1 Translation tools of newspaper and journalistic texts

A characteristic feature of the English newspaper-style information is of diverse stylistic vocabulary. Along with the book vocabulary is widely used and spoken word poetry and combinations.

In the phraseology of newspaper and informative style excels in the use of "ready-made formulas" or clichs. Here we find as many introductory momentum, indicating the source of the information (it is reported, it is claimed, our correspondent reports from, according to well-informed sources), stable combinations of imagery erased (to set the tone, to throw light, to lay the corner-stone, to give the lie), and a number of political clichs such as: government reshuffle, vested interests, an unnamed Power, generation gap, a foregone conclusion, etc.

In the newspaper and informational materials are marked and some features of the syntactic organization of the text: the presence of short independent messages (1-3 utterance), consisting of long sentences with complex structures, the maximum splitting text into paragraphs, when almost every sentence begins on a new line, the presence of sub-headings in body of the text to enhance the interest of readers, the frequent use of multiple attribute group (Paris underground and bus transport services were stopped today by a 24-hour warning strike called by the CGT (French TUC) with the support of other unions). Particularly clear lexical and grammatical specific newspaper-style information appears in newspaper headlines. The function header English text - in a compressed form to convey the content of article, this manifests itself in a greater degree of descriptiveness English headline (52; 23).

In the vocabulary of English newspapers for headlines characterized by frequent use of a small number of special words that make up a sort of "header jargon": ban, bid, claim, crack, crash, cut, dash, hit, move, pact, plea, probe, quit, quiz , rap, rush, slash, etc. The distinctive feature of such a "header vocabulary" is not only the frequency of their use, but also the universality of its semantics. The word in the title pact could mean not only a "pact," but also a "contract", "deal", "deal", etc. The verb hit can be employed in connection with any critical performance. Bid implies a "call" and "invitation" and "an attempt to achieve a particular goal", etc.: National Gallery Launches Bid to Buy the Titian - National Gallery of trying to buy a painting by Titian; Bid to Stop New Police Powers - The call is not prevent the expansion of the rights of the police.

Newspaper headlines have a number of grammatical features. In English and American newspapers dominated verbal headings like:

Floods Hit Scotland, William Faulkner Is Dead, Exports to Russia Are Rising.

Verb phrase is usually stored as headings consisting of an interrogative sentence: Will There Be Another Major Slump Next Year?. A specific feature of the English title is the ability to drop the subject:

Hires Teen-Agers as Scabs, Want No War Hysteria in Toronto Schools, Hits Arrests of Peace Campaigners, etc.

British and American newspapers tend to use titles non-perfect verb. When it comes to events that occurred in the recent past, the present is usually used historical time: Russia Condemns West Provocation, Richard Aldington Dies 70, Concorde Lands at Heathrow. It is the most common type of headers; use of this historical time gives them a liveliness event brings to the reader, making it both a participant in these events, and therefore its interest to the published material. The Past Indefinite Tense is used in titles related to past events, mainly in cases where the title is an adverb of time, or if the reader knows that the event described happened at some point in the past: Husband Disappeared Two Years Ago. To indicate the future tense in the headers is widely used infinitive: America To Resume Testing.

An important feature of the British newspaper headlines is the prevalence in this elliptical passive voice with the omission of the auxiliary verb to be to describe events in the past and in the present tense: 8-Year-Old Boy Kidnapped in Miami.

English verb type headers are translated into Russian nominative construction, as this is consistent with the trend of the nomination Russian titles. Lack of knowledge of the skills of translation formations, as well as errors in the perception and the generation of the text leads to a distortion of the meaning of a text or a distortion of the rules and Language Usage. Of usual response header is generally much less information content in English and Russian: 6pm Shut down - The ban on alcohol.

In the headlines clearly evident and common features newspaper-style information, which have already been mentioned. Are well represented names and political terms [54;34].

The social situation of communication for the paper is very specific. Newspaper-information tool and a means of persuasion. It is designed for mass and, moreover, a very heterogeneous audience that she must keep, force yourself to read. Usually read a newspaper at a time when focus is difficult: the subway, the train, at the breakfast table, resting after work, at lunch time, filling vacant for some reason a short period of time, etc. Hence the need to organize a newspaper information to pass it quickly, concisely communicate basic, even if the article is not to be read to the end, and give the reader a certain emotional impact. The presentation should not require the reader to preparation, depending on the context should be minimal. However, along with the usual, a recurrent theme in the newspaper appears almost any topic, for some reason turns out to be relevant. Then, these new situations and arguments are also beginning to happen again. This repetition, as well as the fact that the journalist does not usually have time for a thorough treatment of the material, is leading to frequent use of clichs.

All this and originality of style-forming factors creates a newspaper article. Newspaper and journalistic style typical of all language functions except for aesthetic and contact making. It should, however, mention that this is not true of all news stories. Articles and commentary are to a greater or lesser extent to the scientific approach is, that the artistic text and have an appropriate set of features: fonts, headings, which must strike the eye and attract attention even from a distance. For the practical work of the translator most important ones are the following features of the British press:

1. Conversational nature of some familiar materials
2. "Prettification" style use of jargon, paraphrase, etc.
3. Official titles and addresses
4. The special character of the headlines
5. Lexical features of newspaper and informational materials
6. Use of the terms.

For British and American newspaper articles characterized by the use conversational turns in the most serious on the content of the texts. For example, the English newspaper "Daily Worker" wrote in its issue dated 10 November 1962 of the criticism, which was subjected to the Bonn Defence Minister Strauss at a meeting of the Bundestag:

One admission by Herr Strauss was accidental. Pressed into a corner about whether it wasn’t time to have a new de-nasification in his Ministry? He ran round the question. Instead of answering he took the line of" you "re another", that other West German Ministers and the police had still more ex-nazis in them then his own Ministry.

In the English and American press can often be found even in the information texts nicknames and abbreviations of names of public figures: Tricky Dicky (Nixon), peanut president (Carter), Teddy (Theodore Roosevelt). Abroad, the reader accustomed to such liberties reporters. If the translation preserve this feature, the force of the impact on the reader of the text translated from the original will be different, which is incompatible with the concept of adequacy of translation. Therefore abbreviated names should be given in full, and give nicknames to comment or not to give at all.

The most concise, businesslike and dry in style are the communication and informational articles. Accuracy in the translation of these messages and articles are often achieved syntactic restructuring proposals and the use of the structural changes of lexical correspondences [54. 34].

Here is an example:

Taking part in the discussion with the President will be the new Secretary of State, the Defence Secretary and the special assistant to the President for National Security Affairs (Daily Worker, London, April 1958).

В совещании с президентом будут принимать участие новый государственный секретарь, министр обороны и специальный помощник президента по вопросам национальной безопасности.

To translate this short message needed restructuring proposal. The typical style of short messages inversion is not stored in the translation, because the stem on top of the semantic predicate and its separation from the auxiliary verb in the Russian language is not desirable:

is emphatic allocation would change the meaning of a few sentences.

Lexical and grammatical change in the translation of the following passage also not be considered as a violation of the accuracy of the translation.

The New Zealand earthquake was followed by tremors lasting an hour. No loss of life was reported. (Daily Worker, London, May 1962)

За землетрясением в Новой Зеландии последовали подземные толчки, которые продолжались час. Согласно сообщениям, жертв не было.

Passive construction in the first sentence handed active. Determination of New Zealand passed the circumstance of the place as a combination of Russian language "New Zealand earthquake" is impossible. Passive construction in the second sentence translated a phrase combination - a clich. With the combination of clichs and transferred loss of life. All of these changes are caused by the need to respect the rules and regulations of the Russian language newspaper style.

The same often applies to the translation of titles in the Russian language which are very different in nature.

For example:

No sign of "flexible" Mac. (Daily Worker, London, April 1962) Никаких признаков гибкости у Макмиллана.

Such a peculiar use of abbreviations of names of political figures, as well as the arts, etc. absolutely not practiced in our newspapers. Keep this in mind when translating from English.

Such change does not violate the accuracy of the translation are caused by different norms newspaper style in England and the United States, on the one hand, and the Soviet Union - on the other.

Articles, essays and journalism characterized by one common feature - the presence of emotional coloring, which is created by means of various stylistic and emotional words matter. It should be noted, however, that the stylistic devices used in the newspaper and journalistic style, rarely original and so they are relatively easy to swap out [23; 65].

Emotional tone should be preserved in the translation. However, due to differences in structure of the Russian and English languages, and there is often necessary to resort to the rotation. In English, the emotional tone is often created definitions and the definitions in the translation into Russian translator are faced with the question of compatibility, which is often different in the English and Russian languages.

For example:

There is every indication that Congress will give a resounding rebuff to the Chancellor.

Есть все основания полагать, что Конгресс даст резкий отпор министру финансов.

The combination of "resounding rebuff" or "loud rebuff" is impossible in Russian language. Therefore resounding should translate this definition, which, combined with the noun "fight back", would have the same degree of expressiveness.

Colloquialisms and slang are characteristic of the style of some English newspapers, but by no means typical of the Soviet newspapers. In these cases, too, has to resort to the rotation.

Another feature of this genre is the desire of British and American authors glossed dry message using some slang, paraphrases, etc. On the basis of the same considerations preserve the stylistic features of the genre in the Russian language, these "switch" in the translation are not transferred:

In another "Let" s get cracking "Note, the Soviet Union today proposed next Thursday the starti. (Daily Worker, London, April 1958)"

In the new note offering to begin immediate preparation of the summit conference, the Soviet Union called today, next Thursday as the date for the start of negotiations ambassadors in Moscow.

Along with the familiar, conversational coloration of many materials of this genre, it is possible to note some opposite tendencies. The information and materials descriptive of British and American newspapers have always taken to indicate the title of a political figure, even when it is subjected to the most unsparing criticism. If the name of the politician used without mentioning the title or position, it is always placed before the reduction of Mr (Mister) or Mrs (Mistress). Thus, Adenauer - is always Chancellor Adenauer or Doctor Adenauer. Macmillan - Mr. Macmillan, De Gaulle-General de Gaulle, Churchill-Sir Winston Churchill or (Sir Winston). The paper can be called Chiang Kai-shek and the leader of a gang of thugs at the same time can pedposlat his name or title generalisimuss word mister. All of these titles are in English text of purely formal significance. Therefore, when moving these titles typically omitted. Exceptions are special official texts in which they are transferred, and Mr and Mrs, respectively translated Mr. and Mrs., not Mr. and Mrs. [[55.145].

Characterized by concentric presentation of information to facilitate the reader chooses the paper that interests him. Title gives the general orientation. Often, a newspaper headline composed with an average of five words, and contains the first place the word that tells what is at stake in the context. For example, Defense Secretary Travels To Shipyard to View Cold War Submarine "s Destruction. Thus the reader can get a general idea about the main events of the day on the headings and subheadings and read it completely only that his special interest. Great importance for the interpreter to work with information - descriptive material acquires the ability to understand and quickly translate the headlines of English and American press. It is especially necessary when translating news stories orally, with a sheet and referencing. If a translator in cases where the title is difficult to understand, can return to the problem of its transfer after he translated the entire message or article, that they understood the contents, then the interpreter of such a possibility, as a rule, does not have. For him, translation news story usually begins with the transfer of title, and when referencing boilerplate clause further complicated by the fact that it was the headers translator must determine whether or not a material for a given him a subject. Translated headlines and their understanding is quite difficult and requires great skill. Titles in English or American newspapers, in addition to abbreviations of domestic organizations is very often used in the same abbreviations of international organizations, such as UN = United Nations; ECM = European Common Market; NATO = North Atlantic Treaty Organization etc.

Many British and American cuts are equivalent in Russian language to be used when transferring titles, and it should be borne in mind that these are equivalent reduction of the Russian name of the organization GATT = GATT (General Agreement on Tariffs and Trade). If there are abbreviations of the names of organizations that do not have a Russian language equivalent of the official translator in the translation can give the title abbreviation Russian translation. For example: NLRB = national Labor Relations Board. In addition, the translator can employ in translating the title name of the organization, preventing reduction. The translator should be aware that many cuts are often two or more values. For example: OAS = Organization of American States Organization of American States, or OAS French terrorist organization ultra SLA [56-234].

The translator is useful to have on hand dictionary of abbreviations. In the English-Russian dictionary VK Mueller is a list of the most frequently used acronyms. A more detailed list of acronyms in the dictionary Webster "s International Dictionary, however, and it may not always help the translator.

In the end, I would like to note that a large value for an interpreter when dealing with information and descriptive material acquires the ability to understand and quickly translate the headlines of English and American press. It is especially necessary when translating news stories orally, with a sheet, and when you reference. If a translator in cases where the title is difficult to understand, can return to the problem of transmission after he translated the entire message or article, that is, they understood the content, the interpreter of such a possibility, as a rule, does not have for his translation of newspaper material usually begins with the transfer of title, and when referencing boilerplate situation is complicated by the fact that it was the headers translator must determine whether or not a material for a given topic, or it is not. Meanwhile, due to a number of specific features of newspaper headlines their understanding and interpretation is quite difficult and requires great skill.

Compensation as a means intralinguistic and pragmatic cross-language adaptation of the text in relation to the changed parameters of the communicative situation.

In a cross-language communication are overcome "barriers" with compensation due not only to the specific choice of a particular organization and language features that ensure the effectiveness of the communication process in certain areas of communication, but also the uniqueness of semantic systems of languages [23;92].

"The informational value of the text" - the relative magnitude of which depends on the so-called "semiotic level of a reader." The term is borrowed from social psychology is "a set of attributes that define the language skills, training and ability to navigate the various kinds of information on the basis of their total life experience"

Pragmatic flexibility "sensitivity" of newspaper and journalistic texts to certain changes in the parameters of the communicative situation, the researchers noted discourse of mass communication. Under the discourse within the framework of the communication space is understood a social process, which includes the text, and the text is seen as a concrete material object, which is the result of this process. According to GG Pocheptsova, we have two complementary concepts that refer to one and the same reality: a real look from the point of view of the social process gives us a discourse, from the point of view of the process of linguistic - the text. In front of reporters is a dual task: the first stage is gathering information and writing the original texts, and the second step is to edit the author's text, if necessary, to bring up to standard to meet the requirements of their newspapers, magazines and news agencies. In many cases, the primary texts, the materials information agencies, and at each stage of treatment, a formation the previous version in accordance with the new extralinguistic context - new goals and, therefore, priorities (Turin Natalia pragmatic adaptation of the English-language newspaper and journalistic texts Dis ... . PhD. Philology. Sciences).

Thus, the creation of a media text is a series of successive formations. Obviously, with such a pragmatic adaptation never occurs detailed similarity of content-formal aspects of two different texts, the text modality can never be implemented the same way.

In most cases, the source is subjected to considerable pragmatic adaptation

Specificity of the application of different types of compensation in the newspaper and journalistic texts associated with the implementation of dominant for this type of text functions.

When cross-language adaptation of newspaper and journalistic texts and communicative use of nominative compensations intellectual implementing the information function, on the one hand, and the nominative and communicative pragmatic compensation realizing, in most cases, the impact of the function, on the other hand, the relatively balanced.

Inseparability of information and the impact of the functions in the newspaper and journalistic texts considered in this paper as a stylistic feature of the modern newspaper and journalistic style, often leads to the use poli- compensation in the process of cross-language pragmatic adaptation. Poli- compensation is the convergence of several equal in importance to the closure function types of compensation.

In pragmatically adapted lyrics translations newspaper and journalistic materials marked the ideological direction of the impact function, manifested by either neutralizing the expressiveness of the original or the replacement of estimates connotations to, due to the nature of extralinguistic factors.

Based on the study material of our thesis revealed the following:

1. Translation news stories differ significantly, though not a full parallelism of lexical structure.
2. Translation of newspaper and informational materials is characterized by the use of the translation of syntactic structure similar to that of the original, which ensures maximum gear in the translation of the value of syntactic structures.
3. Most equivalence is achieved by translating the socio-political articles and the lowest in the translation spoken language.

To achieve a greater level of equivalence translator must:

1. If it's in English material information and descriptive genre, and then the translation must have all the characteristics that the genre has a Russian language;
2. When transferring the titles omitted. Exceptions are special official texts;
3. When transferring the title, you must first translate the message or article, and then, based on the content and title;
4. The translator should be noted that in the English newspapers, along with the book are widely used colloquial vocabulary and poetic words and combinations;
5. The translator must possess the realities of the country on which the article is written.

2.4 The practical aspect of the translation of newspaper and informational text

Newspaper in modern life is the most important means of communication. In the life of any man, it plays a huge role. Therefore, the task of the school to teach - high school graduates read newspapers, both native and foreign languages. Properly delivered learning to read political literature (and especially newspaper texts) is one of the strongest means of ideological and political education, stimulates the interest of the pupils to a foreign language and promotes the development of language skills [52;8].

The nature and uses of interlingual translation correspondences are largely determined by the peculiarities of the semantics of idioms, which is a complex set of information. With regard to the choice of translation compliance essential parts of the complex are as follows:

1. figurative or figurative idiom component values;
2. direct or substantive component values idiom, which forms the basis of the image;
3. emotional component values idiom;
4. stylistic idiom component values;
5. The national-ethnic component values idiom.

It should be noted that between FL and TL are not always parallel language - structural and semantic analogy: the same model of phraseological combinations, complete coincidence semantic meanings of words in their composition, etc. In addition, the search for interlanguage matches are always gives a positive result, as in the field of phraseology observed phenomenon of random gaps, ie these "units of vocabulary of a language, which, for some reason (not always clear) there is no match in the lexical structure (in the form of words or collocations) of another language" [52; 4-5]. In these cases, it is the necessary transformation techniques and methods of translation.

We have identified, analyzed and tested different techniques and methods to achieve the full value of transfer of the phraseology in English media texts.

Complete the equivalent of a phrase is transmitted primarily FE international character based on myths, legends, biblical and literary subjects, historical facts: golden age - the golden age; the Achilles heel - the Achilles' heel; a Judas kiss - a kiss of Judas; a Pyrrhic victory - a Pyrrhic victory ; to rise like a phoenix from the ashes - like a phoenix reborn from the ashes; a Trojan horse - a Trojan horse, etc.

Partial phrase equivalent is the type of translation match in which the idiom meaning to the target language (TL) adequately value idiom in the original language (s), but on the basis of imagery, metaphor differs from it: to fight tooth and nail - to fight to the last drop of blood ; to take root - take root; the last straw - the last straw. The disadvantage of this method of transfer is that the differences in the component composition equivalents of this type may result in differences emotional and expressive connotations.

English idiom may have a few equivalents in the TL. With sample phraseological equivalents translator has the opportunity to choose the best option and pass the stylistic diversity of the English FE: to fly a kite - fly a kite, feelers, cast a line; to pull the wool over somebody's eyes - to throw dust in the eyes, rub the glasses hang to deceive; a sitting duck - an easy target, easy target.

Tracing allows you to transfer non-equivalent phraseology in PYA at the maximum possible preservation of the semantics of Linguistics. The essence of idiomatic tracing is to create a new combination in PCOS, copying the structure of the source language unit: to keep one's powder dry - to keep their powder dry; shadow cabinet - shadow cabinet; to vote with one's feet - vote with their feet; a lame duck - a lame duck. This translational technique can be used in the absence of the English FE equivalent in Russian language, as well as in the event of inability to use such equivalent in a given context.

The literal translation is used for the transmission of imagery and the unique color of the national-ethnic component of the value of FE. The translator must make sure that the image was perceived and understood receptor translation, ensuring the usefulness of understanding with appropriate footnotes and notes: the Old Lady of Threadneedle Street - Old Lady of Threadneedle Street (Bank of England); the Big Apple - Big Apple ( New York City); Uncle Sam - Uncle Sam (the U.S., the Americans - deciphering humorous letters US). Descriptive translation - "Bank of England" New York "," USA "- cannot give specific data phraseology.

Descriptive translation is a way to pass the value of EF with alternating phrases, makes explicit the value of the EF, which usually leads to loss of imagery and expressiveness: the dark ages - the Middle Ages; for a song - for next to nothing, almost nothing; straw in the wind - the overall trend . Another disadvantage of descriptive translation is its potential awkwardness: somebody's opposite number - the person holding the same position at another institution, the state; to scrape home - hard to achieve their goal; to hit / make the headlines - hit the headlines, be the subject of newspaper headlines.

Methods of transcription and transliteration used to convey certain phraseology or their components. In modern practice, the translation preferred transcription combined with elements of transliteration: Downing Street - Downing Street, Pandora's box - Pandora's Box, Punch and Judy - Punch and Judy. The disadvantage of these methods is that they can lead to the appearance of translations of unusual and obscure words.

Translation FE Titles text periodicals often presents serious difficulties. In order to adequately transfer contained in the headers FE must carefully examine the contents of these articles, as well as to take into account the fact that the verbal headlines, widely used in the English press, are not characteristic of the Russian-language periodicals, and should be replaced denominative constructions: Iraq in the balance - Uncertainty in Iraq; China throws down gauntlet to USA Inc - China threw down the gauntlet U.S. economy; Jordan's double game over Iraq - Playmates Jordan around the events in Iraq; Woodward given much food for thought - Food for thought Woodward; Israel will attack Iran ' only as last resort '- Israel's assault on Iran is possible "only as a last resort."

Of particular interest (and particular difficulty Interpreter) are "loaded" titles, built on wordplay: Poor air quality puts steelworks in bad odour with locals. The author writes under the heading of extreme dissatisfaction with the residents of industrial areas in the county of Swansea (Wales), caused by smog and the pungent smell of sulfur. Local residents accuse the leadership of the nearby steel plants in the release of harmful substances into the atmosphere. Pun based on the combination of variable combinations bad odour (bad breath), and EF in bad odour with somebody (in favor with anyone) because they include a common ingredient - bad odour. When translating, we cannot mechanically copy the shape of the original, but we have to try to reproduce for the reader semantic, emotional and fine specificity: Metallurgical Company spoiled the local population, and air and life.

Lost in Translation phraseology may arise due to the fact that the texts in the British press called some events that are not in the host culture:

Drabble thinks Upward suffered "from not being the vicar of Bray - he stuck to his strong convictions" (The Guardian, 23.08.2003).

По мнению Дребла, Апворд пострадал "из-за того, что он не ренегат – так и не изменил своим убеждениям".

Sustainable combination of the vicar of Bray can be classified phraseological realities, which, by definition, T.I. Arbekova and Ba, are "fragments of objective reality reflected in the result of direct experience in the mind of one nation." In this case, there is a serious danger of literalism (name Vicar of the XVI century., Four times to change his religion is hardly familiar receptor translation), which distorts the meaning of the FE and making such a transfer meaningless, which would inevitably lead to unnecessary TRANSLATOR losses and a sharp decline in the quality of cross-cultural Communications.

Another cause of the difficulties of translation is a kind of individual copyright to use EF English texts of periodicals:

So the voters are ready for reform. ... What they await is a government that can break through the familiar contradiction, found in every survey on the subject, which reveals most respondents wanting better services and lower taxes at the same time, the Gordian knot that Gordon Brown now seeks help in cutting (The Guardian, 29.11.2001).

So, voters are ready to reform. ... They want to see a government that will be able to overcome the well-known contradiction revealed in the course of public opinion polls on this issue - improving the quality of services, while reducing taxes. This is the Gordian knot that Gordon Brown cannot now cut you.

In this example, the image in the EF (Gordian Knot) played up to the name of a famous British politician (Gordon Brown), there is a pun and alliteration. In addition, note the location of distant idiom to cut the Gordian knot - to cut the Gordian knot. Expressivity of the English idiom is not lost in translation.

According to our research, the translation EF in the texts in the British press can also be used such transformational techniques and methods of translation, as a grammatical change (word forms, parts of speech, of the sentence), lexical-semantic substitution (generalization, specification, logical synonymy), permutations, additions, deletions, and compensation antonymic translation.

The Conclusion summarizes the study and formulate provisions for the defense.

The study enables us to draw the following major findings:

1. Skillful use of FE in the texts of the modern British periodicals makes it more vibrant, expressive, emotive and causes the reader to certain associations.
2. When translating the texts of the phraseology in English media must be especially careful.
3. The final decision on the use of a particular method of translation of English FE depends on the context. Proper use of any of the translation method involves receiving and creative approach to each specific task.
4. When translating the texts of English idioms in the media should be taken into account a variety of extra-linguistic factors.
5. A full translation of English idioms used in the texts of the modern British press - is an art.
6. Considering the peculiarities of translation in the English FE periodicals mention another necessary condition for the full translation of idioms - translator's talent and skills of translation, which are key to a successful professional translator.
7. Since the translation of texts to the press adequately convey imagery and expressiveness of English FE is almost impossible to replace the machine translation, computer. Standard Edition can not capture all the details of the source and transfers the texts, especially in the field of phraseology. Only man is capable to transmit the text of the original as clearly and vividly expressive, using all the different translation methods and the richness of translated language.
8. Should be more regularly updated dictionaries, handbooks and training manuals for the phraseology, as the language of the press is constantly enriched with new phraseology. This will improve the quality of cross-cultural communication.

2.4.1 Translation of the text element of journalistic style

Text:

Financial Times July 18 July 19 1998

Yeltsin calls for repentance as Russia buries Unknown Tsar

They came to bury Russia's last tsar, not to praise him. Indeed, such was the controversy surrounding yesterday's ceremony in ST Petersburg that the church would not even name him during the funeral service.

Instead, he remains of Nikholas II, his beloved wife Alexsandra, three of their daughters and four of their servants were lowered into the vaults of the ST Peter and Paul cathedral, while a priest prayed "for all those tortured and killed in the years of bitter persecution for the faith in Christ".

Truly, this was the funeral of the Unknown Tsar, as the local newspapers called it.

Yet the service, which had caused such acrimonious divisions within the Russian Orthodox church, among the descendants of the Romanov family and across society at large, was given greater dignity by President Boris Yeltsin's attendance after a last minute change of mind.

In a powerful speech, Mr Yeltsin described the murders of the tsarist family by the Bolsheviks exactly 80 years ago as "one of the most shameful pages in our history". "For long years we were silent about this monstrous crime but it is now necessary to spear the truth", he said.

The burial was an act of "human justice", Mr Yeltsin said, appealing to his compatriots to put aside all differences of political views, religious beliefs and ethnic origins, and enter the next century in a spirit of repentance and reconciliation.

The 90-minute service that followed was a simple, moving ceremony, but not one marked by open displays of emotion. Amid plumes of incense, Orthodox priests, dressed in glittering gold robes, chanted for eternal life to overcome darkness. As the small coffins were laid to rest in the grounds where most of the Romanov dynasty are buried, the cathedral's bells rang out across the Neva river. A salute of guns then boomed over Russia's imperial capital.

About 50 members of the Romanov family attended the service, as well as a few of Russia leading politicians and cultural figures, foreign diplomats and Britain's Prince Michel of Kent. But the crowds outside were sparse.

Opposite the main entrance of the Peter and Poule fortress, a gaggle of assorted protesters promoted a lucky dip of ideological lunacies. The most vocal was the so-called Popular Patriotic Movement, which claimed the tsar's murder was the result of the "Jewish Fascism" which supposedly held Russia in its sway from 1917 until Stalin's death in 1953.

Перевод:

Россия хоронит Неизвестного царя, и Ельцин призывает народ к раскаянию.

Последний русский царь был похоронен, но не восхвален. Такое противоречие окружало вчерашнюю церемонию в Санкт-Петербурге, церковные служители даже не называли царя по имени во время похоронной службы.

Во время похорон Николая II, его возлюбленной жены Александры, троих дочерей и четверых слуг в склепе собора святых Петра и Павла священник молился "за всех замученных и убиенных в года ожесточенного преследования за веру в Христа". Местные газеты назвали это похоронами Неизвестного царя.

Эта церковная служба вызвала резкие разногласия в русской Ортодоксальной церкви, в семье Романовых и во всем обществе. Президент России Борис Ельцин в последнюю минуту изменил свое мнение и почтил службу своим присутствием.

В своей речи президент описал убийство царской семьи большевиками как "одна из самых постыдных страниц нашей истории". Долгие годы мы молчали об этом чудовищном преступлении, но пора рассказать правду". Президент отметил, что эти похороны были актом "человеческого правосудия". Он обратился к своим соотечественникам чтобы прекратить все разногласия в политических взглядах, религиозных верованиях и этническом происхождении и войти в новый век с духом раскаяния и согласования.

Служба была очень волнующей, но никто не показывал своих чувств. Среди аромата ладана Ортодоксальные священники, одетые в сверкающие, расшитые золотом сутаны воспевали вечную жизнь и преодоление тьмы.

Небольшие гробы были погребены в склепе династии Романовых. Над Невой был слышен звон колоколов собора. Затем над имперской столицей прозвучал оружейный залп.

На службе присутствовали 50 членов семьи Романовых, несколько ведущих российских политических деятелей и представители культурных кругов страны, иностранные дипломаты и Британский принц Кента Майкл. Но снаружи было немноголюдно.

Напротив главного входа в собор Святых Петра и Павла собрались митингующие, выкрикивающие лозунги об окончании идеологического безумия.

Большинство присутствующих являются членами так называемого "Общественного патриотического движения", которое придерживается взглядов, что убийство царя является результатом еврейского фашизма в России с 1917 года и до смерти Сталина в 1953 году.

On the basis of this text, we can conclude that there are 5 types of equivalence:

1. The equivalence of the translation of the first type is to keep only the part of the content of the original, which is the purpose of communication.

2. In the second type of equivalence common part of the contents of the source and target not only conveys the same goal of communication, but also reflects the same extralinguistic situation.

3. In the third type of equivalence there is a lack of parallelism of lexical structure and syntactic structure, preserving the translation communication objectives and the identification of the same situation as in the original, preserving the translation of general concepts, with the aid of which the description of the situation in the original, ie, preservation of that part of the content of the source text, which we have called "a way of describing the situation."

4. The fourth type of equivalence, along with the three components of the content that is stored in the third type, translated and played a significant part of the syntactic structures of the original.

5. In the latter, the fifth type of equivalence of the maximum degree of proximity to the source and target content that may exist between the texts in different languages.

Based on this, we define types of equivalence in translation performed:

1. Yeltsin calls for repentance as Russia buries Unknown Tsar - Россия хоронит Неизвестного царя, и Ельцин призывает народ к раскаянию (4 тип)

2. a priest prayed "for all those tortured and killed in the years of bitter persecution for the faith in Christ - священник молился "за всех замученных и убиенных в года ожесточенного преследования за веру в Христа (5 тип)

3. Truly, this was the funeral of the Unknown Tsar, as the local newspapers called it. - Местные газеты назвали это похоронами Неизвестного царя. (4 тип)

4. one of the most shameful pages in our history - одна из самых постыдных страниц нашей истории (5 тип)

5. it is now necessary to spear the truth - пора рассказать правду (4 тип)

6. enter the next century in a spirit of repentance and reconciliation - войти в новый век с духом раскаяния и согласования (5 тип)

7. but not one marked by open displays of emotion - никто не показывал своих чувств (2 тип)

Conclusion

At the conclusion of this diploma is necessary to say that the work done aim of the thesis, i.e. identify the main features of translation of newspaper and informational texts. Complete all the tasks set in the introduction:

1. Identified the stylistic features of newspaper texts

2. We study the main features of the structure of newspaper texts in the English language

3. The features of translation as the tests themselves and the British newspaper headlines.

Summing up the results of the thesis should be noted that, unlike the titles of scientific and technical articles, which tend to give an idea about the general direction and content of the article, therefore, to a certain extent, are the key to understanding the text, with newspaper headlines is not the case .

Often requires a prior acquaintance with the contents of the text for a proper understanding and translation of the title. Headlines British and American newspapers reveal a number of features that require a special approach in their translation.

In the research paper noted that the use of elliptical constructions makes headlines extreme compactness and agility. Russian titles, as well as all the style of a newspaper generally have a smooth, quiet nature

English newspaper text is characteristic of a certain flair of the host in the form of headlines compressed segments, built on the jerky, frenetic pace. Russian translation, keeping short, should be more fluid and rhythmic, as is natural, and to all Russian newspaper style in general.

Whatever may have been conflicting requirements for translation, it is impossible not to recognize that translation is a purposeful activity that meets certain evaluation criteria. One of the requirements have long been put forward by the theory and practice of translation, is the requirement of equivalence of texts - the source and destination. Equivalence attached decisive importance in the theoretical description of the translation and revealing his identity. No wonder we have discussed in the thesis work in the various definitions of translation is often present the concept of equivalence, which many theorists have always considered one of the most important features of ontological translation.

Talking about the problem of equivalence and adequacy of translation of newspaper and informational text, it must be said that the translation of couplets - it is not a system of formations and units of multi-level substitution of one language units of the target language, as it "is a complete speech activity in the target language in which to text translation objectified the same meanings as in the original language. included in the task of the translator in the first place, not only on the ability to accurately reproduce all the "building blocks of meaning," but also to keep the communicatively significant semantic core of the text. In the thesis work is also marked features of the use of translation formations in the translation of newspaper headlines.

Newspaper articles are an effective means of learning by students of a particular language material and possess certain characteristics. Therefore, it is necessary preparatory stage to explain all these features, and only then can effective work with newspaper text. Consequently, the translator must take into account the following points:

1) Transfer news stories differs in significant, albeit incomplete parallelism of lexical structure - for the majority of the original words you can find the appropriate words in the translation of short content;

2) Translation of newspaper and informational materials is characterized by the use of the translation of syntactic structures similar to the structures of the original or related relationships syntactic variation that provides the highest possible transfer of the translation, the syntactic structures of the original;

3) The largest equivalence is achieved when translating socio - political articles and the lowest in the translation spoken language;

4) in the translation of newspaper headlines in most cases the second and third type of equivalence.

In conclusion, we must add that in order to achieve a greater level of equivalence translator must:

1. If the English version of the material presented information descriptive of the genre, and then the translation must have all the characteristics that the genre has a Russian language.

2. when translated titles usually omitted. Exceptions are special official texts.

3. when transferring the title, you must first translate the message or article, and then, based on their content and headings.

4. the translator should be aware that in the English newspapers, along with the book are widely used colloquial vocabulary and poetic words and combinations.

5. the translator must possess the realities of the country, of which written article.

Based on the study material on the topic of the second chapter of our thesis revealed the following:

1. Translation news stories differ significantly, though not a full parallelism of lexical structure.

2. Translation of newspaper and informational materials is characterized by the use of the translation of syntactic structure similar to that of the original, which ensures maximum gear in the translation of the value of syntactic structures.

3. Most equivalence is achieved by translating the socio-political articles and the lowest in the translation spoken language.

To achieve a greater level of equivalence translator must:

1. If it's in English material information and descriptive genre, and then the translation must have all the characteristics that the genre has a Russian language;

2. When transferring the titles omitted. Exceptions are special official texts;

3. When transferring the title, you must first translate the message or article, and then, based on the content and title;

4. The translator should be noted that in the English newspapers, along with the book are widely used colloquial vocabulary and poetic words and combinations;

5. The translator must possess the realities of the country on which the article is written.

Thus, the thesis is made in accordance with the intended purpose and all the problems have been fully resolved.

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Analysis of the linguistic-stylistic features of journalistic style