THEORETICAL APPROACHES TO TRANSLATION OF ADVERTISEMENTS FROM THE PERSPECTIVE OF PRAGMALINGUISTICS

Abstract

This paper explores the theoretical approaches to the translation of advertisements through the lens of pragmalinguistics, emphasizing the interplay between linguistic meaning, context, and communicative intent. Drawing upon the frameworks of pragmatics, including speech act theory, implicature, explicature, and relevance theory, the study highlights how translators mediate meaning beyond lexical equivalence to achieve functional and persuasive equivalence in the target language. Special attention is given to Ernst-August Gutt’s relevance-theoretic model, which conceptualizes translation as an interpretive act of communication shaped by contextual assumptions and cultural expectations. The paper also examines Leech’s distinction between pragmalinguistics and sociopragmatics and their application in advertising discourse, focusing on features such as persuasion, metaphor, implicature, and presupposition. Finally, the role of pragmatic principles in Uzbek linguistic culture is discussed to illustrate cross-cultural variability in communicative norms. The study concludes that successful translation of advertisements requires sensitivity to pragmatic meaning and cultural context to preserve the intended persuasive impact.