The translate of an advertising text of source language doesn't fully correspond the criteria of communicative equivalence without an adequate transfer of the invariant functional dominance, the construction, which expands or complicates the syntactic structure of an advertising sentence. Alternative correspondences of the target language, which fully transfer the meaning of such construction in certain cases of its usage, are often being found in macrocontext in the process of translation of such constructions.

repetitions, enumeration, participial constructions, expansion of syntactic structure, translate, communicative equivalence, invariant functional dominance, lexical and grammatical transformations