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TRANSLATION ISSUES AND SEMANTICS OF PUBLICITY IN ADVERTISING AND POLITICAL DISCOURSES

The article discusses translation difficulties of the term “publicity” from English into Russian in advertising and political discourses. Despite many translation equivalents that dictionaries offer, there is no universal, unambiguous and accurate equivalent for the term “publicity” in the Russian language, and the available variants often include additional evaluative connotations that the original English term does not contain. The context and type of discourse determine considerably the choice of a translation equivalent of publicity. It is noteworthy that the concept of “publicity” is one of the key ones in the political, advertising and public relations discourses – the areas that are currently developing under significant influence of the English language, culture and mentality. This article is intended to complete this gap. The article presents translation variants of the term “publicity” in dif- ferent contexts, and it is concluded that an adequate translation of the term depends on the pragmatics of political, advertising and marketing discourses, which determine the key seme of the term under consideration, which should be retained in the translation.The results of the work can be applicable in the fields of public relations, translation practice, ESP teaching and research into international communication, as well as to students studying English for specific purposes.