Polylinguality and Transcultural PracticesPolylinguality and Transcultural Practices2618-897X2618-8988Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)2248The peculiarities of translating the advertisement textArkhipovaS AКафедра иностранных языковФилологический факультет; Российский университет дружбы народов; Peoples' Friendship University of Russiafloppyhum@mail.ru <mailto:floppyhum@mail.ru>Peoples' Friendship University of Russia150220112101405092016Copyright © 2011, Arkhipova S.A.2011This article is dedicated to the problem of the adequate translation of commercials. The national lingual and cultural peculiarities must be taken into consideration, and the translation must arouse native speakers' positive feelings. This will ensure the successful promotion of goods in the foreign market.intercultural communicationadvertising texttranslationcultural and linguistic characteristicsмежкультурное общениерекламный текстпереводкультурно-языковые особенности