UTILIZATION OF RHETORICAL CANONS IN TRANSLATING ENGLISH HEADLINES INTO UKRAINIAN (A CASE OF BBC NEWS TEXTS)

Abstract

Background. A headline is a separate part of the text that draws the recipient's attention to its content and the problem it raises involving the use of rhetorical strategies and tactics to enhance readability. The research aim is to prove that the rhetorical aspect of the translated authentic English headlines in Ukrainian is based on the interaction of four rhetorical canons: performance (message dissemination), invention (topic selection), disposition (content placement), and elocution (linguistic design of the content).

Methods. The study takes advantage of a comprehensive methodology of analysis involving inductive, linguistic and contextual methods, each of which uses procedures aimed at solving specific research tasks.

Results. It has been established that English-language Internet headlines and their translated Ukrainian equivalents exert hidden influence on the readership, which directly involves rhetoric as a means of persuasion.

Conclusions. The performative stage, formed as a result of the combination of rhetorical canons of memory and delivery as well as the rapid development of the media itself, is associated with the dissemination of a news message. At the invention stage, the news message is selected for translation based on the most important areas for the audience and human needs: physiological (survival), safety (protection from dangers), social (belonging to society), reputational (recognition of one's achievements by others) and self-realization (personal development). At the stage of disposition, the reference content in the original headline and its translation is divided into three positions: attention-attracting, attention-keeping, and nudging one compelling people to read the text in full. The units of the attention-attracting position activate the reader's needs with onomastic units and appelatives. In the attention-keeping position, predicates denote human activity, while the headline's nudging position, filled with adverbial modifiers or even separate sentences, forces the reader to turn to the text. At the stage of elocution, the nominative design of the translated and distributed content is carried out.