ON THE QUESTION OF THE PRAGMATIC ASPECT OF TRANSLATING MEDIA HEADLINES

The modern information society is inseparable from the mass media. Of particular interest is the translation of media headlines, since the title occupies a special place in the text – it firstly grabs audience attention, it helps to judge the content of the article, and also form some kind of preliminary attitude to the problem reflected in the text. The headline is able to make an emotional impact on the reader, which is especially important for the media. Therefore, the translator needs to take into account the characteristics of the target audience, which may differ from the characteristics of the target audience to which the original text was addressed. Concerning these differences, the translator can resort to a pragmatic adaptation of the text.

The novelty of this study is that the theme of pragmatic adaptation is one of the most complex and least developed aspects of translation theory, as well as the growing interest in the problem, because the choice of one or another translation option should not be purely intuitive.