Chulanova G. V. System forming characteristics of the advertising Internet-discourse within translation aspect

Abstract

The article deals with the role of Internet communication in the process of globalization. The author
investigates system forming features of advertising discourse, their realization on formal-semiotic and intentionalpragmatic levels in the English and Ukrainian languages. The ways of exteriorization of emotions in written
speech and peculiarities of their translation are being investigated on the basis of English advertising-literary
discourse. Emotions are considered to be the main motivational system of human existence, which regulates all
aspects of his life. Particular attention is focused on the pragmatic intention of the author of the text-Review in
terms of emotion, which lies in its emotional expression and impact on the recipient. Translation of advertising
Internet texts-reviews is based on functional-pragmatic adequacy.