WAYS OF TRANSLATING TITULAR VOCABULARY, FOUND IN MARKETING DOCUMENTS, IN THE ENGLISH-RUSSIAN LANGUAGE PAIR

Abstract

The article is devoted to the issue of translating the titular vocabulary found in the marketing materials of an international company. On the basis of the comparative analysis of examples from a corporate magazine (in English and in Russian) of the Renault Trucks company a group classification of the relevant lexical-semantic units has been made. A detailed explanation of the ways of interlingual translation in each group is given in the article. Certain conclusions about the peculiarity of the titular vocabulary as a special lexical layer, combining the elements of different speech styles, are represented as well.