MORPHOLOGICAL STRUCTURE OF ENGLISH ADVERTISING TEXTS FOR TONIC DRINKS: A COMPARATIVE QUANTITATIVE STUDY

Abstract

This article explores the morphological level of English-language advertising texts for tonic drinks and their translations intoUkrainian, using a corpus-based approach. A research parallel corpus has been built, with structural and part-of-speech tagging applied.The frequency of parts of speech with high style-distinguishing potential has been determined. A linguistic and statistical comparative analysis has been then conducted between the original and translated subcorpora. It was justified the significant discrepancy between the general quantitative characteristics of English-language and Ukrainian-language advertising texts can be attributed to translation strategies such as localization and transcreation. It can be concluded that only partial quantitative equivalence between the sourceand target text is based on the general corpus indicators. The morphological analysis of selected advertising texts for tonic drinks hasrevealed significant differences in the usage of parts of speech in both the texts (word usage) and the dictionary registers (lemmas). In both the source text and the target text, the highest frequency of usage has been observed for nouns, which is related to the function of nomination. There has been a predominance of action verbs, extensive use of adjectives and adverbs with positive evaluative semantics, and the use of pronouns, which facilitates the task of the personification of the address. Predominance of nouns, which contributes to a nominal style characterized by a static, descriptive nature and an objective lexical background. This high degree of nominality ispreserved in the target text. It can be argued that the construction of the advertising message employs an informative strategy aimedat a broad audience. This strategy seeks to influence the recipient through the provision of information and appeals to their interests, asthe informativeness of the advertisement is often the primary reason consumers engage with it.