The Main Difficulties in Translation of German Metaphors into Ukrainian (based on agricultural advertising)

Abstract. The relevance of the study is due to fact that process translating professional advertising texts often complicated not only by difficulties associated with search for terminological counterparts, but also need take into account pragmatic aspects reproducing source text in target language. importance observing parameters each phase translation their dependence on level adequacy final product - translated text. To realize this goal, translator must determine: what intention author text; which language means should be used; will predicted effect addressee. concept pragmatics ambiguously interpreted scientists. task scientific research determine peculiarities metaphorical terms and analyze problematic issues arise agrarian metaphors. Results. most common imagery agricultural are considered: metaphor, repetition, epithet, hyperbole, rhyme, allusion paraphrase. use some tropes examples from advertisements considered. When there a emphasize exclusivity certain product, marketers inclined hyperbole. Conclusions. full value does lie mechanical reproduction entire set elements, transmission ratio content, form specific original as single whole. Analyzing German advertising, we convinced arguments, facts, persuasive logic strict argumentation prevail here. consequence and, fact, sign typical characteristics national mentality they concrete, concise, precise logical presentation.