Suggestive function of language phonographic symbols: affection rendering problems in the process of advertising slogans translation

Scientific interest in language, in particular, phonographic suggestion study is determined by empirically proved dependence of product, firm, brand name success on shrewdly chosen slogans, advertising techniques and means of suggestive influence creation employed by developers of commercials. A nowadays popular research field - phonosemantics - considers the word as a psycho-emotionally determined complex of phonographic symbols which switches recipient's reflection to the sphere of emotions, feelings, attitudes and actions. This is made possible due to universal psycho physiological human capacity for multimodal perception in the form of associations and metaphors. Color associations arising in the process of people's perception of language symbols embody synesthetic perception, whereas emotional and evaluative associations help create axiological metaphors. We conducted a comparative study of suggestive influence of Russian and English phonographic symbols taking into consideration the multimodality of people's perception of language symbols and personal experience of symbolic association. The experiment results allow to create a phonosemantic profile of each Russian and English language phonographic symbol. These phonosemantic profiles depict the whole scope of color and evaluative characteristics associated with language symbols. Using mathematical statistics methods and phonosemantic profiles data we have compiled phonosemantic concepts of advertising slogans in terms of color and affective-evaluative associations. Comparative analysis of phonosemantic concepts of English original slogans and their Russian language officially accepted variants allows to assess the quality of translation of the slogans from the point of equivalent affection rendering. The results of the study let us assert that the identity of suggestive effects created by original English-language slogans and the ones produced by professionally translated versions is practically inaccessible and even theoretically questionable. This is explained by the fact that language symbolism in advertizing initially determined by the dominant culture is consistent with cultural, ethnic and national characteristics of the target audience. At the same time the results of the experiment prove efficiency of advertising translation strategies - creation of phonosemantic equivalent of the original with the extended range of possible transformations, loss and freedom of the interpreter's creativity. Our research of suggestive effects of Russian and English languages phonographic symbols presents a new approach to language suggestion studying, a different level of understanding of language and speech semiotic space.

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