Lavrentyeva Yekaterina S.

The article stresses the necessity to find appropriate ways of car brand slogans translation taking into account the fact that automotive companies convey an additional symbolic meaning to promotional items so as to establish an image-based communication. Considering linguistic and stylistic peculiarities of advertisements, we define means that ensure the invariant character of the target text, analyze car brand slogans translation from English into Russian and propose ways aimed at conveying a perlocutive effect of the original message. The author studies the capability of evaluation expressions to control the addressee’s actions indirectly through creation of incentives related to essential needs stressed in the advertisement.