Specifics of Advertising Text in the Green Economy as the Main Unit of Marketing Communications in Russian and English

The research aims to study an advertising slogan in the green economy in Russian and English used in marketing and other areas. The research subjects are the use of cultural language features when translating an advertising slogan and the process of creating effective and successful advertising by using and considering various methods and trends in translation. As part of the research purpose, the authors studied the features of the translation of advertising slogans using examples of Russian-language and English-language advertising. Moreover, the authors analyzed current trends in translation and the use of necessary translation transformations. The translation of slogans of famous world brands and products and the names of public institutions in English are considered. To achieve the research goal, the authors set the following tasks: (1) to determine the specifics of the advertising text for further structural analysis and translation of the advertising slogan; (2) to highlight the principles of organizing advertising text and slogan and its main characteristics; (3) to study ways to create cross-cultural advertising; (4) to translate advertising slogans, identify the specifics of translation and examples of transformations during translation, and study current trends in translation to compile a translation algorithm.