THE TRANSFORMATIVE POTENTIAL OF TRANSLATING ENGLISH ADVERTISING SLOGANS INTO UKRAINIAN

Abstract

The study offers a thorough examination of the transforming power of translating English advertising slogans into Ukrainian. The study's importance arises from the necessity to investigate the linguistic properties of slogans as suggestive influence instruments on consumers, as well as to systematise effective ways for socio-cultural adaption. The study's object is English advertising slogans from worldwide businesses, and the topic is their morphological aspects and transformational processes during translation. The research materials include a collection of 350 slogans from the gastronomy, automobile, sports, beauty, and medical industries. A paradigm of language research methods was developed, which included descriptive, comparative, pragmatic, structural-semantic, and translation studies analyses. The authors used quantitative markers to track the frequency shifts of morphological models when reproducing original constructs in Ukrainian. It has been demonstrated that, due to the absence of the article and the unique form of the gerund in Ukrainian, grammatical emphasis moves toward more dynamic verb-based or enlarged descriptive structures. Four main translation procedures are examined: straight translation, calquing, adaptation, and lexico-grammatical transformations. The data show that in emotionally charged domains ("Beauty," "Sports," "Food"), creative adaptation takes priority (36.8% of the total), ensuring the preservation of the original communicative intent and the recipient's cultural code even after complete formal reconstruction. The automotive industry, on the other hand, is the most open to direct translation because technological notions are universal. The thorough comparison of structural changes across topic fields is the source of scientific novelty. The findings have practical implications for translation theory and practice, intercultural communication, and modern marketing research.