FEATURES OF LEXICAL AND GRAMMATICAL TRANSFORMATIONS IN THE TRANSLATION OF ENGLISH SALES SITES TEXTS INTO UKRAINIAN

Abstract

The article presents an analysis of lexical and grammatical transformations that allow improving the translation of English-language texts into Ukrainian for the correct presentation of information on the sales site. It was established that the localization of English-language sales sites into Ukrainian is carried out using lexical and grammatical transformations. It was found that the use of machine translation is less close to the original and does not convey the original meaning embedded in the commercial text, which complicates the sale of goods or services. The examples demonstrate the difference between machine translation of text elements and literary translation using lexical and grammatical translation transformations. It is indicated that in the context of the localization of English-language sales sites into Ukrainian, the analyzed types of lexical and grammatical transformations can be used for: more natural sounding in the target language; giving the text dynamism; adapting to different stylistic registers; finding alternative ways of transmitting information in the desired context if there are no direct counterparts. It was determined that the use of transformations during the localization of sales sites contributes to: avoiding tautology, redundant text and concepts that have no analogues in the target language, as well as focusing on key concepts and messages; explaining specific terms, clarifying information, and increasing persuasiveness. It is proposed to combine several interface elements or parts of the text into one large logical block to facilitate the process of selecting goods and services by users, as well as to structure information on the sales site, modify long complex English sentences in the Ukrainian version so that they sound more natural. It is demonstrated that lexical and grammatical types of transformations can be used synchronously and asynchronously.