Прагматические изменения в англо-русско-украинском переводу рекламных веб-слоганов и текстов в сфере авиации

The translation approach to rendering advertising slogans into Russian and Ukrainian is discussed in the article. The choice of translation strategies is based on three principles, singled out by K. Smith: transference, source- or target-language orientation. In pragmatic terms, the most common and effective in preserving the pragmatic potential of the original is literal translation which result in source-oriented translation