Epithet in the modern Spanish advertising texts
The article focuses on the functioning of the epithet in the Spanish advertising texts. The epithet as the means of creating the image of the product is examined. On the basis of the official sites of Spanish brands the epithet in the advertisements is studied; the ways of equivalent translation are investigated; the Spanish advertising texts and their translations are analyzed. It’s found out that the main translation technique used while translating the epithets is the direct translation. In the result of the analysis of the Russian translations the following techniques are also singled out: grammatical modifications (word omission, word addition, grammatical substitution), lexical modifications (differentiation of meaning, descriptive translation, lexical substitution), stylistic modifications (stylistic substitution). It’s proved that the choice of technique for translating the Spanish epithet depends on the linguistic factors (lexical and stylistic non co-occurrence in the original language and the target language) as well as extralinguistic factors (stereotyping of advertising image).