Semantic and pragmatic distortion in the translation of English advertising slogans into Ukrainian

The study addressed the problem of translation accuracy in the rendering of Englishlanguage advertising slogans into Ukrainian, which remained a challenging task due to their semantic density and stylistic compression. The aim of the study was to identify typical inaccuracies arising in the translation of English advertising slogans into Ukrainian and to determine how translation transformations may affect the conceptual structure and pragmatic impact of the original message. The research employed methods of comparative translation analysis and semantic and pragmatic analysis. The material consisted of English-language slogans used in international advertising communication and their Ukrainian renderings. Particular attention was paid to translation transformations such as omission, modulation, syntactic restructuring, grammatical substitution, differentiation of meaning, and literal translation. The results demonstrated that translation inaccuracies arose when key lexical components or structural features encoding the central concept of the slogan were omitted, replaced, or transformed. Such transformations led to obscuring the core conceptual message, weakening stylistic expressiveness, reducing persuasive force, and blurring the brand identity embedded in the original slogan. The study also showed that the loss of stylistic devices and directive structures diminished the pragmatic effectiveness characteristic of advertising discourse. By systematically correlating particular translation transformations with types of semantic and pragmatic distortion, the research provided a detailed explanation of how translation choices influenced the communicative effectiveness of advertising slogans. Alternative Ukrainian renderings were proposed to illustrate strategies for achieving greater semantic and pragmatic equivalence. The practical significance of the study lies in its applicability to translation practice and international advertising communication