THE DEVELOPMENT OF ADAPTIVE STRATEGIES WHEN TRANSLATING ANIMATED TEXT

Animated text is a special genre of literary text, which is very popular nowadays in terms of representation form and language. It is presented by cartoons that carry a special aesthetic emotion and have a great impact on the viewer. With the development of animation, when films become the property of global culture, the question arises about their translation and adaptation to local conditions. The authors of the article explore the concept of pragmatic adaptation, ways of its implementation, consider its forms and types. The key idea is to identify ways of pragmatic adaptation of the characters’ names from English to Chinese, to develop adaptive strategies for transferring a name from one language to another with minimal loss for the recipient’s perception. The article outlines the main reasons for the use of pragmatic adaptation in the translation of a literary text (within the framework of this work - an animated text). The material of the study was the texts of the animated film "Zootopia" («疯狂动物 城») and their translations into Chinese. The comparison of the units of analysis of the original and the translation allows us to talk about the adequacy of the translation in each individual case and about the specifics of pragmatic adaptation. The material presented in the article allows us to identify the most frequent ways of pragmatic adaptation of proper names. As a result of the study, it was found that the most frequent way to transfer a name from English to Chinese is to use transcription. This result is due to the fact that most of the characters in animated films have characterizing names, the semantics of which requires decoding. The authors conclude that the reason for the use of pragmatic adaptation is that the name belongs to a different linguoculture. In order to avoid language barriers, translators should choose an appropriate strategy that takes into account the peculiarities of the host culture.