TRANSCREATION STRATEGY IN A MODERN ADVERTISING DISCOURSE
This article is devoted to advertising discourse, namely the translation of television commercials in the light of the transcreational approach. Advertising is presented as the main attribute of the modern world and therefore it is an integral part of the culture of the linguistic community. The article represents the ways of adapting various advertising messages - with text on the screen or voiceover, with dialogues in the frame or subtitles at the bottom of the screen - when translating these messages from English into Russian. The analysis of the examples allows us to conclude that the transcreation strategy is a universal creative tool for a translator when working with modern television commercials.