TRANSLATION ASPECT OF METAPHORICAL AND METONYMIC TRANSFORMATION IN MEDIA TEXTS

Abstract

The article carefully examines current trends in the use of metaphors and metonyms and their practical use by journalists in creating a media text, in particular the use of a palette of linguistic and stylistic means to achieve the necessary emotionality and expressiveness in the context of pragmatic strategies. Researchers who have studied the use of stylistic devices and figures emphasize that modern media is characterized by the use of their entire palette. Thus, their role in the text is very important, because stylistic means increase the impact on the reader, as well as simplify the understanding of what is written. In particular, the use of metaphors and metonyms is a major part of the creation of imagery. The aim of the work is to study the translation aspect of metaphorical and metonymic transformations in the context of modern media language, because due to the rapid development of media language and readers' interest in the world news, their translation can increasingly be seen in Ukrainian publications. Modern mass media are the driven force of the language system. During the use of metaphorical and metonymic compounds in the media, the processes of their formation and adaptation to a certain language system take place. Journalists often use translations that are not typical for the Ukrainian language, so this leads to the creation of new lexical components, as well as the desire to exert a strong communicative and pragmatic influence on the reader, which is the main purpose of preserving the adacvacy. Optimal for the study of metaphors and metonymies in the media is their careful consideration of modern classifications and practical study of their applicability. The research material (150 metaphorical and 150 metonymic compounds) was selected by the method of continuous sampling from English-language media texts of 2019-2020 and was studied in translation aspect.