LINGUISTIC ASYMMETRY AS A CAUSE OF MISUNDERSTANDING IN TRANSLATION: BASED ON THE MATERIAL OF RUSSIAN AND CHINESE ADVERTISING TEXTS

Abstract

One of the important reasons for misunderstanding is the linguistic and cultural asymmetry. The asymmetry of the Chinese and Russian languages is reflected at different levels of the language system. The article analyzes causes and errors made due to misunderstanding when translating advertising texts. The object of the study is Russian-Chinese bilingual advertising texts and translations of original global advertising texts. From the aspect of phonetics, an analysis of the influence of phonetic features of advertising texts on their translation and perception is carried out. At the grammatical level, from the point of view of morphology and syntax, linguistic asymmetry is considered as the cause of errors in the translation of advertising texts. At the semantic level, translation errors are analyzed from the point of view of lexical and grammatical semantics. The presented material allows to conclude that at the grammatical level, the main cause of translation errors when translating advertising texts is the difference in the methods of word formation, types of grammatical structures and word order of the selected pair of languages. At the semantic level, homonymy, polysemy and word order cause specific difficulties in translation. The influence of linguistic asymmetry on the understanding of tests is carried out at the semanticising level (the term after G.I. Bogin).