CONTENT Introduction.............3 PUBLICISTIC HEADLINE AS THE OBJECT OF THE SCIENTIFIC RESEARCH.....7 1.1 Defining the Publicistic Hedline....7

1.2 Clssifiction nd Structure of the publicistic hedline....11 1.3 Linguistic peculirities of publicistic hedlines....15 1.4 Applicbility of publicistic hedlines....17 1.5 Prgmtic Aspect of Publicistic hedlines.............................19 1.6 Approches of trnsltion used in Newspper Style.21 1.7 The wys of trnsltion the publicistic hedlines..24 1.8 Difficulties in trnsltion of the publicistic hedlines...29 MUSIC PRESS TRANSLATION PROBLEMS........33 2.1 Characteristics of Musical Press33 2.2 Defining the directions in Music...36 2.3 Difficulties in Translation of Musical Press..40 2.4 Experimental Part..50

Conclusion..58 References...60 2 INTRODUCTION Due to the rapid growth of business contacts of people and communicating with the computer network, media, television in various fields (show-business, education, science, economics, and tourism); we have really become residents of one planet. And our country is not an exception in this regard. Kazakhstan became the object of international relations in all spheres of human activity. The yield of Kazakhstan to the international arena as an independent state called the need for rapid exchange of the media between individuals, various government agencies and private firms. Development of international relations is increasing need for proper and quick perception of what is happening in the world. As a result, the so-called "information explosion", i.e. avalanche growth of information has increased the role of some applied problems of linguistics and translation. The problem of translation of information and, in particular, its use in compression and succinct it as possible becomes important. Recently, in the linguistic literature were regularly discussed the problem of compressed forms of speech, including the headlines. In the overall integration, bringing people from different countries, the increasing number of intercultural contacts increases the need for citizens and organizations in a qualified transfer, both orally and in written language. It is no exception and the periodical press: Foreign newspapers and magazines are enjoying increasing popularity in our country. The first thing the reader encounters when meeting with any product, including a newspaper article - is the headline. That is why the authors of the articles are trying to choose a form that would best match the pragmatic objectives of the headlines. Translation of headline can be considered as a separate translation problem, the solution of which depends largely on the fate of the translated text in a foreign culture. When translating newspaper articles, and even more of their headlines is not enough to convey the contents of the article and the meaning of her name, but you need to transfer headline so as to preserve its central function, i.e. the ability to draw attention to the issues raised in the text, interesting, sometimes intriguing reader. The first chapter examines the state of the problem in theory. Range of scientific works on the problem of translating headlines, is quite wide. The first attempts to characterize the specific properties of the headline have been carried out in 20s and 30s, Z.D. Bliskovskiy in his book "Sorrow of Headline: "As the ovary in the growth process unfolds slowly, leaf by leaf, it is revealed in the book: the book is detailed to the end of the headline, the headline is - tightly laced to a volume of two or three words of the book" [1, c. 24]. Researchers note the importance of 3 the headline to attract readers' attention and increase the information in content of the material. Determination of headline showed in the dictionary of V.I. Dalia: headline - is "off page of the first piece of book or essay, which signifies the name of it... Also the headline is the name of department or a chapter of the book" [2, c. 23]. In S.I. Ozhegovas dictionary: "The headline is the same as the heading, is name of any work (literary, musical or separate parts) [3, c. 54]. Serious attention to the translation of the headlines arose at the turn of 50s and 60s of XX century. According to V.G. Kostomarov, "structurally the headline is becoming more complex and diversified, which makes it possible to adopt it as a characteristic of our time, appealing to the laws and possibilities of poetry" [4, c. 18]. V.A. Kukharenko notes that the headline fits the "main, and often the only formulation of the concept of copyright" [5, c. 96]. Headline is an independent linguistic unit. Scientists are questioning its syntactic status. According to N.Y. Shvedova, the headline refers to a particular structure, and it is not equal to the sentence. "Headlines, names, signatures on the signs ... are not the nominative sentences. These words or phrases are, performing the function of the proper name with no value of life, existence, called the object" [6, c. 50]. O.S. Tolomasova notes that "the basis of the structural elements is explicitly expressed in the sentence, the headlines can be divided into segmented and not segmented at the syntactic level, respectively, the types of sentences [7, c. 54]. E.M. Galkin-Fedorchuk includes given structures to the nominative sentences: "all headlines of books, like in nominative pattern and verb are written to inform people about the content of the book. Consequently, it is a unit of communication, so there is no reason in not assuming a nominal headline in favor of sentence" [8, c. 25]. According to V.M. Ronginskiy: "The headline - is not just a word or phrase, which is sometimes assumed like that, first of all, it is the sentence, the unit of communication, but the sentence with the special function of naming the product" [9, c. 54]. The music press is defined as a press availing a high reputation, appropriate culture and outlook of the audience of a certain level, namely, mainly designed for artists, interested in music, culture and tradition. In the second chapter describes the functional variability of interpretation and their structural features. Question about functions is traditionally debated issue in the study of problems of headline translation. On the basis of the theoretical studies on the subject, some researchers of Russian science, namely, V.S. Muzheva [10, c. 86], L.D. Petrova [11, 78], S.P. Suvorov [12, c. 79], E.A. Lazareva [13, c. 69], focused on summarizing the roles of the headlines, paying attention on the development of modern newspaper language, appropriately classified as generic functions: nomination, informative, pragmatic, predictive, integrative, as well

as optional features: compositional and informative-educational. 4 Analysis and translation of practical material suggests that nowadays there is an intense process of democratization and liberalization of the media, resulting in a violation of literary-linguistic norms, which is becoming less standard and mandatory. Headlines most forthrightly reflect events that occur in modern society. Hedline is known s the nme of literture, scientific or musicl produce. This reserch on publicistic hedline will study lot of its definition. We shll notice similrity between them s well. The aim of this diploma is to determine the adequacy of the translation model, from difficulties in headline trnsltion of music articles. The objectives. To achieve goals, we have set and decided objectives as follows: Research of the Scientific Literature Collection of Practical Material and implementation of an analysis of translation Identification peculiarities of English Press Headlines Identification peculiarities of Music Press Headlines Translation analysis of Music Press Headlines from English into Russian

Novelty of this diploma work is that, for the first time studies the translation problems of Music Press Headlines. Theoretical Significance of this research paper consists in the usage of theoretical condition of given work taking under consideration the problems of translation of music press headlines Practical Significance of this diploma work is that the theoretical approaches and practical conclusions can be used in courses of theory and practice of translation, and also in special courses on journalistic newspaper articles. Theoretical Novelty is determined by the fact that for the first time it has been studied and make contributes to the theory, particularly to the translation problems of music press headlines. Topicality of this work is connected with the expansion of Internet access, and for Kazakhstanies became available information on foreign language, especially the foreign press. Youth appear to be interested in different directions in music, emphasizing possible to identify the most popular directions in music, such as R&B Music; Pop Music and Rock Music. On changes occurring in society, rapidly reacts language and speech, especially - in the media. Language of media is constantly changinga and rejecting the old rules and creating new ones. At the same language news sources on the Internet, which we analyze, the most susceptible always changes. This is true both for English and for Russian languages. Changing the rules for constructing headlines in both languages leads to constant change and how to translate English headlines into Russian. In this regard, relevant articles are to translate music headlines into Russian. As the headline from a pragmatic point of view is one of the important indicators of the 5 readability of the paper. Because it is very cognitive, broadens the mind, the exchange of experiences as for young people and for musicians. The object of the research is musical headlines and the methods of their translation. The material of this research extracted fom internet, specialized musical magazines and newspaper articles. Glperin finds the hedline dependent form of newspper writing. Its min function is to inform the reder briefly bout the text which follows it. We hve worked much to complete our gol. The criticl nlysis of the scientific literture hs been fulfilled by us. Along with all spheres of human life, the new time to make adjustments and the professional work of translation: new technologies and working methods are made, new approaches evolving translation rate. As these trends have a direct impact on the translation as a process and largely determine the translation as a result, they also need a theoretical understanding, including in relation to the translation of the headlines. While writing this pper we hve ddressed to such sources s mnuls, monogrphs, dictionries nd, of course publicistic works. In our reserch we hve used explntion nd nlysis s scientific theoreticl methods. s for the structure of the work, it flls into three chpters. The first chpter dels with the theory concerning publicistic style. It is divided into feight prts: 1) Defining the Publicistic Hedline; 2) Clssifiction nd structure of the publicistic hedlines; 3) Linguistic peculirities of publicistic hedlines; 4) Applicbility of publicistic hedlines; 5) Prgmtic Aspect of Publicistic Hedline; 6) Approches of trnsltion used in Newspper Style; 7) The wys of trnsltion the publicistic hedlines; 8) Difficulties in trnsltion of the publicistic hedlines In this chpter we defined the Hedline nd their clssifiction nd structure. lso we showed the publicistic hedlines under prgmtic spect. We wrote bout linguistic peculirities nd their pplicbility of publicistic hedlines. The second chpter: defines chosen fields in music, describes magazines and newspapers used as source material nd difficulties of music headline trnsltion from English into Russin. It is ll theoreticl nd prcticl prts of our reserch pper bout wht we will write. Structure of this research paper consists two chapters; introduction; conclusion and references. 6 PUBLICISTIC HEADLINE AS THE OBJECT OF THE SCIENTIFIC RESEARCH

1.1 Defining the Publicistic Hedline Generally Headline can be defined as the denomination of literture, scientific or musicl produce. Mny dictionries define Hedline s short summry of the most importnt items of news red t the beginning of news progrmme on the rdio or television. Hedline is one of the bsic newspper fetures. The hedline is the title given to news item or newspper rticle [14, c. 42]. To mke hedlines (grb; hit) mens to be n importnt item of news in newsppers or on rdio or television. To hedline (usully pssive) mens to give story or rticle prticulr hedline: Mn wlks on Moon Wr breks out in Europe Pop Kings Death Hedlines very often contin emotionlly colored words nd phrses. To produce strong emotionl effect, broken-up set expressions nd deformed specil terms re commonly used. The Hedline of news items prt from giving informtion bout the subject-mtter, lso crry considerble mount of pprisl. Hedlines re usully written in bold nd in much lrger size thn the rticle text. Front pge hedlines re often in upper cse so tht they cn be esy red by the potentil customer. Hedlines in other prts of the pper re more commonly in sentence cse though title cse is often used in the USE [15, c. 89].

The chrcteristics fetures of Hedlines re the most condensed piece of informtion on minimum of spce. Glperin mentions typicl stylistic ptterns of Hedlines. . Full declrtive sentences. e.g. Mototown Founder Wants to Make Broadway Musical about His Life (Rolling Stone) Interrogtive sentences.

g. ?Was Trina snubbed by the 2011 BET Awards? (Billboard)

Nomintive sentences.

e.g. Hot Tours: Lady Gaga, George Strait, Ozzy Osbourne (Billboard). Ellipticl sentences.

e.g. Miranda Lambert Weds Blake Shelton (Rolling Stone). Sentences with rticles omitted.

g. ?Head and Heart Bliss Out on Harmony-Soaked Debut . (Rolling Stone). Phrses with verbl- infinitive nd gerundil.

e.g. Radiohead leave US fans waiting for the universal sigh. (The Guardian). Questions in the form of sttements.

7 e.g. Lawsuit reveals plans for Rolling Stones world tour? (The Guardian). Hedlines including direct speech.

g. ?Lady Gaga: My tour is religious experience. (The Guardian). Hedline conventions include normlly using present tense nd omitting nd the s well s forms of the verb to be in certin context [16, c. 89].

The Present Simple is lso used to describe ctions s instnt, hppening in moment. For ctions over period, we use the continuous.

e.g. Rihanna Fans Upset, She Is Following Chris Brown On Twitter. Most newspper fetures very lrge Hedline on their front pge, drmticlly describing the biggest news of the dy. Hedline is the most bsic text orgnizing tool used to invite the reder to become involved with the publiction. Limit hedlines to no more thn three lines. hedline is text t the top of newspper rticle, indicting the nture of the rticle below it. hedline which is clled bnner hedline. The Hedline (the title given to news item or n rticle) is dependent form of newspper writing. It is in prt of lrge whole. The specific functionl nd linguistic fetures of the hedline provide sufficient ground for isolting nd nlyzing it s specific genre of journlism [17, c. 114]. For the practical work of an interpreter, most significant, are the following features of British press: Colloquially-familiar nature of some materials.

"Prettification"-style use of jargon, paraphrase, etc. Officiality of titles and addresses. The special character of the headlines.

A special way to select paragraphs.

Lexical features of newspaper and informational materials. Use of terms.

For British and American news stories characterized by the use of converstaional turns in the most serious of the text. All these conversational forms have long been familiar to the English reader, which are not striking and did not impress any special liberties or mischief. If you keep them in translation, then the Russian reader, will produce a much stronger impression because of their singularity. Thereby compromised when translating stylistic coloring of the original, as normal for the English reader the text will be sent an unusual Russian text, which will be perceived by Russian readers, as something frivolous and inappropriate familiarity.

Therefore, here the most correct will be the rejection of the transfer of such genre features in the name of the appropriate character transfer of the genre as a whole: if in English it is material information and descriptive genre, then the translation should have all the characteristics that the genre has in the Russian language. Extensive use of newspaper-style information and names makes the message-specific 8 attributes and pass information to certain persons, institutions or areas. This involves significant initial (background) knowledge of the receptor, allowing it to associate with the name of the called object. So, the British receptor outside the context of a well-known that Park Lane is a street, Piccadilly Circus is the area, and Columbia Pictures is a Film Company. The second feature of this genre is the tendency of British and American authors glossed dry message using some slang, paraphrases and so-called words. Based on the same stylistic features of conservation of the genre in the Russian language, the "inclusion" is usually the translation is not transmitted: In another "Paul McCartney to marry girlfriend Nancy Shevell" Note, Former Beatle,

to wed New Yorker Shevell, 51, but no details yet of when and how he proposed. (The Guardian, London, 6 May, 2011)

The Former member of Beatles Paul McCartney aged 68 is going to marry his girlfriend Nancy Shevell aged 51 from New York. But still there arent any details about wedding. Along with the familiar colloquial coloration of many materials of this genre, we can note some of the opposite trend. In informational-descriptive material of British and American newspapers, have decided to always specify the title of a political figure, even when it is subjected to the most unsparing criticism. If surname of a political figure is used without mentioning the title or position, in front of her or him is always placed decline Mr (Mister) and Mrs. (Mistress). Thus, the Konrad Adenauer - it's always Chancellor Adenauer or Doctor Adenauer, Macmillan - Mr.Macmillan, de Gaulle - General de Gaulle, Elton John - Sir Elton John. The newspaper can call Chiang Kai-shek, leader of a gang of bandits and at the same time may preface his name the title of generalissimo or word mister. Even the sad memory of Hitler's henchman Goebbels in British and American press called (including communistic newspapers), Dr. Goebbels.

All these titles in English are purely formal significance, and do not reflect the special respect the author referred to the residents. Therefore, when translating these titles they are usually omitted. The exceptions are very formal texts in which Mr. and Mrs. are translated as and , not and . Latest versions are used only when translating literature to preserve national colors. We now consider the fourth peculiarity of informational-descriptive materials. Since headlines are special difficulty for the translator, we will return to them in more detail. Characterized by a concentric flow of information that facilitates the reader to choose a newspaper that he is interested. Title gives the general orientation. According to S.P. Suvorov, the headline in The Guardian was an average

9 of five words and are often the first place contained a word that tells what is meant. This word is given quite independently. For example, Whimper no more: Peru national anthem bound for glory. Subtitle, if he is given, expands information in smaller font, but still printing is always visible: 1821 original may get rewrite to banish downbeat sentiments as country flexes growing economic muscles. The first few lines of the text (sometimes typed in bold) contain a statement of fact communication. Then follows the details, which are partly recruited in small type. Thus, the reader can get a general idea about the main events of the day for title and subtitle and read fully just what his special interest [18, p. 122]. Headlines and overheadline: the spectrum of possibilities and options. Marking theme bars and turns. Over-headline, procrastination. Introduction of an additional meaning. Copyright reservations and caveats. Associated over-headline and epigraph. Sources quoting. Epigraphs as slogans editions; traditional media and modern variations. The role of caps on the strip. First-line caps in the party, ideological press. Cap as a comment from the editors' sense of concentration topical strip kits. Great importance for the translator when dealing with informational-descriptive material, acquires the ability to understand and quickly translate the headlines of English and American press. It is especially necessary when translating news stories orally, with a sheet, and abstracting. If a translator in cases where a title is hard to understand, can return to the issue of his transfer after he translated the entire message or an article, i.e. did he understand the content, the interpreter of this possibility, as a rule, no for his translation of the newspaper material usually begins with the transfer of title, and for abstracting newspaper material situation is further complicated by the fact that it is the header translator must determine whether one or other material given to him the subject or not. Meanwhile, due to a number of specific features understanding of the headlines and its translation represent a significant challenge and requires great skill. These special features are caused mainly by three factors. Firstly, the main purpose of a newspaper headline is to entice the reader to draw his attention to published materials. Secondly, the title is recognized short form to state the content of articles (posts) or to highlight the most important facts. Third, the headline should convince the reader, to imbue him the basic idea of the published material. Significant differences from the other functional style of modern English are marked in the character of the use of titles verb tense forms. British and American newspapers tend to use non-perfect verb forms in headlines. When it comes to 10 developments in the recent past, commonly used now historic time: Kanye West Unleashes Wild Set at Museum Benefit, Phoebe Snow Dies aged 58, Eminem Rolls with Royce Da 59. This is the most common type of headers to; use of this historic time gives them a vitality, brings the event to the reader, making it as a party to these events and thus enhances its interest in the published material. The Past Indefinite Tense is used in the titles relating to past events, mostly in cases where the title is an adverb of time, or if the reader knows that the events described happened at some point in the past: Argentinian band convicted over nightclub fire, Shaggy could miss the Mobos, The X Factor cleared over Rihanna and Christina Aguilera dance routines, etc. To denote the future tense in the title is widely used infinitive: Morissey to open for U2 at Glastonbury festival, Beyonce to Debut Song on Piers Morgan Tonight, Lil Wayne to Tape MTV Unplugged Episode, etc. 1.2 Clssifiction nd structure of the publicistic hedlines The min function of the hedline is to inform the reder briefly of wht the news tht follows is bout. Sometimes hedlines show the reporters or ppers ttitude of the fct reported. In most of the English nd mericn newsppers senstionl hedlines re quite common. The function nd the peculir nture of English hedlines determine the choice of lnguge mens used. Hedlines lso contin emotionlly colored words nd phrses s the itlicized words. Syntcticlly hedlines re very short sentences or phrses nd hve vriety of pttern. Full declrtive sentences - Robin Gibb cancels tour due to stomach pains Interrogtive sentences - Who is the Best One-Hit Wonder of All Time? Nomintive sentences - FBI releases files on Notorious BIG murder. Ellipticl sentences - Off to the Sun. Sentences with rticles omitted (rticles re frequently omitted in ll types of

hedline) - Pogues ignored us. Complex sentences - Kinks reunion is down to Ray, says brother Dave

Davies Hedlines including direct speech - Ciara: I pray my label will release me.

The Hedlines in English lnguge newsppers cn be very difficult to understnd. One reson for this is tht newspper hedlines re often written in specil style, which is very difficult from ordinry English. In this style there re specil rules of grmmr nd words, re often used in unusul wys. Hedlines re not lwys complete sentences.

Mny hedlines consist of noun phrses with no verb. ASCAP to Honour Sean Diddy Combs (American Association of Composers, Authors and Publsihers)

11 Hedlines often contin string of three, four or more nouns; nouns erlier in the string modify those tht follow.

Star Agency py cut row.

Hedlines like these cn be difficult to understnd. It sometimes helps to red them bckwrds. Star Agency Py Cut Row (disgreement) bout Cut (reduction) in Py t Agency tht mke Stars. Hedlines often leve out rticles nd the verb be.

Justin Bieber Launches Womens Fragrance.

In hedlines, simple tenses re often used insted of progressive or perfect

forms. The simple present is used for both present nd pst events. Scarlett Johansson records song with Massive Attack (=hs recorded).

American Idol: Lauren Alaina, Scotty McReery Fight to the Finish (=hve fighting ).

The present progressive cn be used, especilly to tlk bout chnges. Be is usully dropped. East 17 back to play another day.

Rihanna is Following Chris Brown on Twitter.

Hedlines often use infinitives to refer to the future.

Roger Daltrey to tour the Whos Tommy.

Aretha Franklin to release first album in eight years. For is lso used to refer to future movements or plns.

U2 For World Tour (= U2 is going to world tour).

uxiliry verbs re usully dropped from pssive structures, leving pst prticiples.

Ivor Novello awards: Plan B and Everything Everything lead nominations (=are leaders in nominations.)

Glastonbury pilgrimage cancelled due to rising fuel prices (=had been cancelled).

n abbreviation is often used to seprte the subject of hedline from wht is sid bout it.

Kid Rock Accepts Detroit NAACP Award. (National Association for the Coloured People)

Quottion mrks () re used to show tht words were sid by someone else, nd tht the newspper does not necessrily clim tht they re time. American IdolReview, James Durbin: I Havent Failed At All

question mrk (?) is often used when something is not certin.

Lawsuit reveals plans for Rolling Stones world tour?

Short words sve spce, nd so they re very common in newspper hedlines. Some of the short words in hedlines re unusul in ordinry lnguge (e.g. curb, mening restrict or restriction), nd some re used in specil senses which they do 12 not often hve in ordinry lnguge (e.g. big, mening ttempt). Other words re chosen not becuse they re short, but becuse they sound drmtic (e.g. blre, which mens big fire, nd is used in hedlines to refer to ny fire). The following is list of common hedline vocbulry. Wow (v) - to surprise, to amaze -Beyonce Wows Jay-Z in American Idol Rehearsal ct - tke ction: do something. -Caught in the ct. id militry or finncil help: to help -Marathon rock concert to aid African famine appeal. lert lrm, wrning. -Theft alert for Glastonbury. llege mke on ccustion. Amy Winehouse charged after alleged assault at theatre. ppers pper in court ccused of crime. Fun Lovin Criminals to Appear at Royal Courts of Justice. xe bolish, close down: bolition, closure. Hendrix biopic gets the axe. Channel 4 axes UK Music Hall of Fame.

Knowledge s to the usge of the puns mechnisms in publicity led to better understnding of the specificity of English press nd my be used in the theory of trnsltion or during the cretion of newspper or dvertisement hedline with the help of pun [19, c. 98]. An important feature of British newspaper headlines is the prevalence in their elliptic form, passive voice with omission of the auxiliary verb to be to describe events in the past and the present tense: Rihanna sued by David LaChapelle over S&M video, Beyonce confirmed for Glastonbury 2011, Ex- Paramore guitarist announced new band, etc. Newspaper and journalistic texts are very diverse. The most concise, business and dry in style are the messages, and informational articles. The accuracy of the translation of these messages and articles often achieved syntactic restructuring proposals, and structural changes of use of lexical correspondences. To translate the short message required a restructuring proposal. Typical of the style of short messages inversion is not preserved in the translation, since removal of the first place meaning of the predicate and its separation from the auxiliary verb in Russian is not desirable: Such an emphatic selection would change the meaning of several sentences. Lexical and grammatical change in the translation of the following passage also can not be regarded as a breach of accuracy in translation. New Zealand Symphony/Judd, Royal Albert Hall, London 13 /, , Passive construction in this sentence handed active. Determination of New Zealand passed the fact of place, as in Russian, a combination " is impossible. One of the specific newspaper ways - reducing the transmission of speech with the notes of a journalist in commas; quoted speech given at the same time without the quotes. Such direct speech called "free" direct speech, "unmarked" or "adapted". The min function of the hedline is to inform the reder briefly wht the text tht follows is bout. But prt from its, hedlines often contin elements of pprisl i.e. they show the reporters or the ppers ttitude to the fcts reported or commented on, thus lso performing the function of instructing the reder. English hedlines re short nd ctching; they compct the gist of news stories into few eye-snring words. skillfully turned out hedlines tells story, or enough of it, to rouse or stisfy the reders curiosity [20, c. 136]. Such group hedlines re lmost summry of the informtion contined in the news item or rticle. The functions nd the peculir nture of English hedlines predetermine the choice of the lnguge mens used. The vocbulry groups considered in the nlysis of brief news items re commonly found in hedlines. n excellent wy for more dvnced lerner to increse their English proficiency is to red n English-lnguge newspper on regulr bsis. Most people who red newspper do so selectively nd skim though the pges looking for the most interesting-looking rticles to red first. They usully mke their choice on the bsis of the hedlines of the rticles. nd this is where the difficulty for the non- ntive speker of English rises, since newspper hedlines re often extremely difficult to understnd. There re two min resons for this. The first reson is tht newspper hedlines hve to be brief nd consequently use words tht re rrely used in everydy speech or indeed in the rest of the rticle itself. (Probe for investigtion, blst for explosion etc.) nd the second reson is tht hedline writers, t lest in British newsppers, look for every opportunity to include pun in their hedlines. It is the min spect of newspper hedlines tht we wnt to concentrte on in this work [21, c. 47]. Contemporary requirements to communicate through the header; opportunities and achievements of journalists as communicators.The principal requirements for the headline, opening a process of flowing information: mutual adjustment of the communicator and the recipient, reaching an agreement on cooperation, confidence and so on. Conversational style headlines. Problem length (the thoroughness of long headlines, and energiness of the short). Quotation in the title. "Ladder sense" header complexes, which was created to enhance communication of author with the 14 audience. ll the hedlines of ll types (primry or pge hedlines, secondry or pper hedlines, pper subsection hedlines, leds nd cptions) of the locl dily clled Kuno dien) is emotionlly destructive nd people should be wre of this in order to diminish its emotionl impct. By the bsic functions of newspper titles nomintive, informing, communictive, nd lso prgmtic, tht will relize the ction of text, his hving specil purpose orienttion. Exctly some reserchers consider this function bsic, s setting of title consists bove ll things in bringing in of ttention to the rticle, in cretion of stimulus for its reding, which is often chieved by the use of the system of expressive mens of lnguges, mong which n importnt plce is tken ply on words [22, c. 74]. 1.3 Linguistic peculirities of publicistic hedlines The role of newspper in the nowdys life nd its influence on the modern society is generlly recognized. The printed medi remins one of the oldest most effective wy to communicte the freshness news. Newspper hs the following bsic fetures: brief news items, dvertisements nd nnouncements, the editoril nd the hedline. This pper investigtes only one element of the newspper- the hedline. Translation of a newspaper headline considered from the standpoint of functional- pragmatic (functional and communicative) adequacy. According to this concept, the key requirement is to play a dominant feature of the original in accordance with the communicative intentions of the author's original text, which ensures the provision of the necessary impact on the recipient. The translation must be recreated pragmatic potential of the original [23, c. 23], which refers to the ability to make the text on the recipient's communicative effect, cause he has a certain pragmatic attitude to announce to the pragmatic effect on the recipient. By the prgmtic effect of ppliction of ply on words in this title rising up s result of combintion of frocknroll, tht is prdoxicl on chrcter nd owns fully certin estimting pln is something musing nd unusul. ppropritely to ssume tht speech in the rticle will go bout the plce of womn in modern music. question is this serious, however estimting pln, formed the element of frock tht is brought in title complex bring in the tint of srcsm in the supposed interprettion of problem the uthor of the rticle.

ttention is ttrcted the stiric orienttion of title, reder will wnt to red note. The exmple of pun, beten element bsed on etymologyztion is the English title: Sweetest Tttoo The rticle is bout cretion of rtist I. Isupov, which ttined extrordinry trde in rt of tttoo. In stylistic reltion this cse is imposition: simultneous ctuliztion nd 15 beting of uditive nd etymologic vlues of word tttoo tkes plce- 1) tttoo; 2) prohibition [24, p. 77]. Connection of metphoric-metonymy ppers between LSV: overt ssocitions (tttoo tht it is forbidden) nd trnsferences for contiguity (prohibition s subject ction nd tttoo is s result of this prohibition), nd epithet of sweetest the sweet contins illusion on biblicl relly fruit is forbidden. Tempting nd beuty of tttoo is in gret del conditioned exctly the prohibition imposed on her. The use in the title of English dissemintion hs, clenly linguistic bse: the semntic structure of the English noun of tttoo, unlike proper him lon- word in Russin (wht hs one only, visul vlue), enbles to express in one entrnce both LSV of this unit. In the considered exmple is very brightly expressed mrked reserchers prgmtic meningful feture of pun is spiring to most semntic cpcity t the use of the lest of mens of lnguges. The rticle bout plgirism of sings of commodities is published under title: Sony ginst Soni. The rticle of beting nd men of cretion of visul effect is exctly different grphic design components of pun t community of their sounding. The following title gives the very dim picture of Te, wht theme of the rticle: Ugly noises from Los ngeles myors nest. n uthor orients reder in the vlue of ttitude towrd the described fcts, them mrks nd uses ply on words: myors nest omonimichno mres nest to expression, tht senseless device mens, nd the question is bout mchintions on selections, thus one of cndidtes mer city Los-ngeles. pun in dnnomu cse crries expressively stylistic informtion which represents uthor emotionlly evlution ttitude towrd n object, or expressively cognitive setting of this linguistic registrtion of ide. Negtive ttitude of uthor is here trced towrd sitution which ws folded on elections, nd pun specifies on personlity which to certin extent is herein guilty, nd chrcterizes her. Except for it, pun is directed on Te, to come into notice of reder to the described events nd compel him not only to lugh bove them but chnge their motion [25, c. 174]. The short nd cpcious form of this pun is bsed on the vivid use of lnguges. Exctly n ssocitive vivid component dds mintennce reception convincing nd bright chrcter which predetermines him ttrctive function. In spite of trouble of informtion which is stopped up in title, reder gets certin estheticlly beutiful plesure t his reding. Newspaper headlines have a number of grammatical features. In English and American newspapers dominate verb type headlines: Gary Moore dies aged 58, Kiki Kannibal: The Girl Who Played with Fire. The verb is usually stored in the headers, consisting of interrogative sentence: Who is the Best Lead Singer of All Time? and etc. 1.4 Applicbility of publicistic hedlines 16 Headline is a product of two opposing trends - statistics and dynamics, since on the one hand, the variability of the text of the media and its openness to direct social impact of prejudice consideration of the communicative process in the dynamics, with the obligatory account took place and the changes taking place here, hence the headline is fixed piece of text media, representing the consciousness of society, the dynamics and on the other hand, it is a static phenomenon, since it is fixed by the process of changing this society [25, c. 128]. In order to update the headline, i.e. enhance expressiveness and strengthen the meaning, apply grammatical, lexical, syntactic, morphological, phonetic means. Headline is an independent linguistic unit. Scientists put the question of its syntactic status. Some attribute the headline to a particular structure, and that it is not equal to the proposal. Headlines, names, signatures on the signs ... are not the nominative sentences. These are words or phrases, performing the function of the proper name with no value of life, existence, called the subject [26, c. 97]. O.S. Tolomasova notes that "the basis of the structural elements is explicitly expressed in the sentence, the headlines can be divided into segmented and not segmented at the syntactic level, respectively, the types of sentences [26, c. 118]. E.M. Galkin-Fedorchuk includes given structures to the nominative sentences: "all headlines of books, like in nominative pattern and verb are written to inform people about the content of the book. Consequently, it is a unit of communication, so there is no reason in not assuming a nominal headline in favor of sentence"[27, c. 44]. According to V.M. Ronginskiy: "The headline - is not just a word or phrase, which is sometimes assumed like that, first of all, it is the sentence, the unit of communication, but the sentence with the special function of naming the product" [28, c. 81]. The publicistic style hs its spoken vriety the rdio nd TV Commentries nd the ortoricl sub style. The written sub styles re the essy nd journlistic headlines in newsppers, mgzines nd journls. The bsic im of the publicistic style is to exert n influence on public opinion, to convince the reder or the listener tht the interprettion given by the writer or the speker is correct nd to mke them ccept his or her views though logicl rgumenttion nd emotionl ppel [29, c. 47]. The development of the rdio nd television hs brought into new spoken vriety nmely the rdio commentry. The other two re the essy (morl, socil, economic) in newsppers nd mgzines. The generl im s we hve sid is to exert constnt nd deep influence on public opinion. Publicistic style is lso chrcterized by brevity of expression. In some vrieties of this style it becomes leding feture nd importnt linguistic mens. In essys brevity sometimes becomes epigrmmtic [30, c. 103]. The most chrcteristic lnguge fetures of the essy remin:

Brevity of expression

17 The use of the first person singulr which justified personl pproch treted. The use of emotive words. The use of similes nd metphors.

Some essy depending on the writers individulity is written in highly emotionl mnner resembling the style of emotive prose. Others resemble scientific prose. The essy in our dys is often biogrphicl: persons; fcts nd events re tken from life. These essys differ from those of previous centuries, their vocbulry is simpler [31, p. 143]. The social situation of communication for the newspapers is very specific. Newspaper is informational tool and persuasion means tool. It is designed for the mass and, moreover, for a very heterogeneous audience, which it must hold, forces to read itself. Usually newspaper is read when it is rather difficult to focus: in the subway, train, at lunch, relaxing after work, at lunchtime, filling any short period of time, etc. Hence theres a need to organize newspaper information to pass it quickly, concisely inform the ground, even if this article would not be read till the end and give the reader a certain emotional impact. Presentation should not require the reader advance preparation, depending on the context should be minimal. However, along with the usual, constantly recurring theme in the newspaper appears virtually any subject, for any reason providing up to date. Then these new situations and arguments begin to repeat. This repetition, as well as the fact that the reporter does not usually have time for a thorough treatment of the material, leads to frequent use of clichs. All this creates identity style-forming factors of newspaper text [32, c. 93]. Main varieties of headlines used in the press (types and species).Variants of the classification: the predominant features on the effect of communicating with the reader, the level of sensationalism, commenting on the possibilities of titles, the degree of reflection of the personality of the author and the Limits of creative play with the actual material [33, c. 37]. Newspaper and journalistic style has all the language features except the aesthetic and the contact setting functions. However, it should be stipulated that it is fair not for all the news stories. Articles and journalism may be more or less closer to scientific fact or to literary text and have an appropriate set of functions. However, probably more correct to say that the aesthetic and contact-establishing functions are not available, but have a special character and performed by primarily graphical tools: fonts, headers, which must glare and attract attention even from a distance, striping and distribution an article on different pages, which increases the chance of each article that caught the eye of the reader with specific headings to paragraphs. In the headlines clearly manifest and common features newspaper- style information, which has already been mentioned [34, p. 97]. Are well 18 represented name and political terms, abbreviations and attribute groups, conversational and jargon items, etc. The general stylistic pattern of British and American press is variegated, ranging from "solid" organs of the City and Wall Street and ending with "yellow" tabloid press. Message through the headline of the position of the publication, is model, classroom preferences. Orienting task headlines in the press, the system of categories. Headline as a means of organizing attention, separation of the "nail" numbers, the band. Headline as a means of suggestion. "Advertising bait" headers. What is the title advertises. Ideological hue "advertising ideas" in thecontemporary press, the identification headline with slogans and appeals. Problems of sensationalism and balanced information and promotion of headlines [35, c. 66]. In the headlines especially widely used slang and other lexical elements of colloquial style: Gucci Mane gets a grime makeover, Elton John biopic in development, Gigs with gimmick, etc. Even if the article is any situation is described in a more sober style, the title is often more conversational in nature. Comparatively, the top notes in the British newspaper: Two men suspected in the murder of hip hop DJ and BET television personality DJ Megatron have been arrested by police, with its headline: Two Men Charged in Murder of DJ Megatron. 1.5 The prgmtic spect of Publicistic hedlines Prgmtics studies the fctors tht govern our choice of lnguge in socil interction nd the effects of our choice on others. Prgmtics is concerned with the study of mening s communicted by speker (or writer) nd interpreted by listener (or reder). It hs, consequently, more to do with the nlysis of wht people men by their utternces thn wht the words or phrses in those utternces might men by themselves. Prgmtics is the study of speker mening. This type of study necessry involves the interprettion of wht people men in prticulr context nd how the context influences wht is sid. It requires considertion of how spekers orgnize wht to sy in ccordnce with who theyre tlking to, where, when, nd under wht circumstnces [36, c. 101]. Prgmtics is the study of contextul mening. This pproch lso necessry explores how a listener cn mke inferences bout wht is sid in order to rrive t n interprettion of the spekers intended mening. This type of study explores how gret del of wht is unsid is recognized s prt of wht is communicted. We might sy tht it is the investigtion of invisible mening. Prgmtics is the study of how more gets communicted thn is sid. This perspective then rises the question of 19 wht determines the choice between the sid nd the unsid. The bsic nswer is tied to the notion of distnce. Closeness, whether it is physicl, socil, or conceptul, implies shred experience. On the ssumption of how close or distnt the listener is spekers determine how much needs to be sid. Prgmtics is the study of the expression of reltive distnce. These re the four res tht prgmtics is concerned with. To understnd how it got to be tht wy, we hve to briefly review its reltionship with other res of linguistic nlysis [37, p. 73]. Prgmtics is ll bout the menings between the lexis nd the grmmr nd the phonology...Menings re implied nd the rules being followed re unspoken, unwritten ones [38, c. 53]. Prgmtics is wy of investigting how sense cn be mde of certin texts even when, from semntic viewpoint, the text seems to be either incomplete or to hve different mening to wht is relly intended. Consider sign seen in children's wer shop window: Bby Sle - lots of brgins. We know without sking tht there re no bbies re for sle - tht wht is for sle re items used for bbies. Prgmtics llows us to investigte how this mening beyond the words cn be understood without mbiguity. The extr mening is there, not becuse of the semntic spects of the words themselves, but becuse we shre certin contextul knowledge with the writer or speker of the text [39, c. 71]. Text of news headline should not be evaluative. His role - neutral language, means, to express briefly the relevant content of the material. Appropriateness of the use of texts such as informative news headline is explained by the fact that intentionally stereotyped, standardized headline serves as a first indication of the reliability of reported information [40, c. 25]. At the same time, news coverage in the form of information, their use of the appropriate type of headline is not a guarantee of an impartial presentation of the material, as any verbal behavior directed at a specific target. Therefore, despite the fact that in a well-constructed information texts, news ideological stance of the newspaper is almost invisible to readers, it manifests in them: in the selection, arrangement of material in the manner of research component headline. So, if in the news, reporting facts, views the first placed component, which summarizes the content, opinions, and only then should a component that indicates who belongs to non, it can be argued that the newspaper had shared this opinion, as always it is the first placed one component of the text that the author's view is more important, relevant. In the newspaper texts and news information, journalists are intended to convince readers that they face a simple fixation of the events and opinions [41 c. 85]. Pragmatic aspect of headline in the periodical press, particularly with regard to its expressive potential, is of particular interest. A newspaper headline is a hint, from which the phenomenon of socio-psychological or socio-political event or the historical significance is alive and active in the mind of the reader. 20 Headlines, comprehensive sense. Headlines with an element of reticence and intrigue. News in the title. Connection of the headline with the concept of a news feed materials. Opportunities to strengthen the element of novelty. Headline news, passing in the text (the headline as part of Lida) [42, c. 127]. A statement and resume. Possibility to assess and comment in ascertaining the title. Declarative version of the header-checking. Nomination - "naming" of the situation or the characteristics of the people, a small informative, the imposition of judgments as the shortcomings of the form. The theme and meaning of the headline. Breach of logic in ascertaining the header (headline-nonsense). Intrigue in ascertaining the headline [43, c. 155]. Prgmtics is n importnt re of study for our course. simplified wy of thinking bout prgmtics is to recognize, for exmple, tht lnguge needs to be kept interesting - speker or writer does not wnt to bore listener or reder, for exmple, by being over-long or tedious. So, humns strive to find linguistic mens to mke text, perhps, shorter, more interesting, more relevnt, more purposeful or more personl. Prgmtics llow this. George Keith notes tht: The vst mjority of prgmtics studies hve been devoted to converstion, where the silent influence of context nd the undercurrents re most fscinting [44, c. 171]. But he goes on to show how written texts of vrious kinds are illuminted by prgmtics, nd he cites prticulr exmples from literture. Prgmtics gives us wys into ny written text. Tke the following exmple, which is hedline from the Gurdin newspper of January 24, 2011. This red: Third of home insurers fail to cover downloads, warns Which? In lnguge investigtions or reserch into lnguge, you cn choose whether to undertke tsk in which prgmtic nlysis is pproprite. So if you relly don't like it (or fer it), then you should void tsk where its bsence will look suspicious, nd drw ttention to your dislike. One re of lnguge study where prgmtics is more or less unvoidble is ny kind of study of spoken lnguge in socil interctions (nd written forms like e-mil or computer cht tht pproximte to speech). In studying lnguge nd occuption or lnguge nd power, you cnnot esily void the use of prgmtic frmeworks for nlysis. This guide hs few exmples in it, becuse I hve supposed tht you will pply the nlyticl methods, under your techers' guidnce, to texts tht you find for yourself - including spoken dt in udio nd video recordings [45, p. 27]. 1.6 Approches of trnsltion used in Newspper Style English newspper style my be defined s system of interrelted lexicl, phrseologicl nd grmmticl mens which is perceived by the community speking the lnguge s seprte unity tht bsiclly serves the purpose of 21 informing nd instructing the reder. Since the primry function of newspper style is to imprt informtion, only printed mtter serving this purpose comes under newspper style proper. Such mtter cn be clssed s: Brief news items nd communiques; Press reports; rticles purely informtionl in chrcter; dvertisements nd nnouncements;

The most concise form of newspper informtionl is the hedline. The hedlines of news items, prt from giving informtion bout the subject-mtter, lso crry considerble mount of pprisl (the size nd rrngement of the hedline, the use of emotionlly colored words nd elements of emotive syntx), thus indicting the interprettion of the fcts in the news item tht follows. ) Brief news items The function of brief news item is to inform the reder. It sttes only fcts without giving comments. Newspper style hs its specific vocbulry fetures nd is chrcterized by n extensive use of: Specil politicl nd economic terms; Non-term politicl vocbulry; Newspper cliche; bbrevitions; Neologisms.

The following grmmticl peculirities of brief news items re of prmount importnce, nd my be regrded s grmmticl prmeters of newspper style: Complex sentences with developed system of cluses; Verbl constructions; Syntcticl complexes; ttributive noun groups; Specific word order.

The hedline

The hedline is the title given to news item of newspper rticle. The min function of the hedline is to inform the reder briefly of wht the news tht follows is bout. Syntcticlly hedlines re very short sentences or phrses of vriety of ptterns: Full declrtive sentences; Interrogtive sentences; Nomintive sentences; Ellipticl sentences; Sentences with rticles omitted; Phrses with verbls;

22 Questions in the forms of sttements; Complex sentences; Hedlines including direct speech. dvertisements nd nnouncements

The function of dvertisement nd nnouncement is to inform the reder. There re 2 bsic types of dvertisements nd nnouncements in the modern English newspper: clssified nd non-clssified (seprte) [46, c. 67]. In clssified dvertisements nd nnouncements vrious kinds of informtion re rrnged ccording to subject-mtter into sections, ech bering n pproprite nme. s for the seprte dvertisements nd nnouncements, the vriety of lnguge form nd subject-mtter is so gret tht hrdly ny essentil fetures common to ll be pointed out. The editoril

Editorils re n intermedite phenomenon bering the stmp of both the newspper style nd the publistic style. The function of the editoril is to influence the reder by giving n interprettion of certin fcts. Emotionl coloring in editoril rticles is lso chieved with the help of vrious stylistic devices (especilly metphors nd epithets), both lexicl nd syntcticl, the use of which is lrgely trditionl. Scientific prose style

The lnguge of science is governed by the im of the functionl style of scientific prose, which is to prove hypothesis, to crete new concepts, to disclose the internl lws of existence, development, reltions between different phenomen, etc. There re following chrcteristic fetures of scientific style: The logicl sequence of utternces; The use of terms specific to ech given brnch of science; So-clled sentence-ptterns. They re of 3 types: postultory, rgumenttive nd formultive. The use of quottions nd references; The frequent use of foot-note, of the reference kind, but digressive in chrcter. The impersonlity of scientific writings cn lso be considered typicl feture of this style.

The style of officil documents

In stndrd literry English this is the style of officil documents. It is not homogeneous nd is represented by the following substyles or vrints: The lnguge of business documents; The lnguge of legl documents; Tht of diplomcy; Tht of militry documents.

The min im of this type of communiction is to stte the conditions binding two 23 prties in n undertking. The most generl function of the style of officil documents predetermines the peculirities of the style [47, c. 35]. The most noticeble of ll syntcticl fetures re the compositionl ptterns of the vrints of this style. Treatment in the headline. Rhetorical exclamations. Intonation and the conscription intonation cues. Title-issue. Advertising-declarative headline (slogans as categorical form of summaries and parodies of them). Intonation thinking. Intoneresume. Intonation is a paradox. Dangers intone headlines. Title-quote and other options "personalized" heading: traditional use and creative options. Species citation. Direct, indirect andfragmented headline-quote. Variants of the source of opinions, the author of the utterance. Personalized sensational headlines. The over-ll code of the officil style flls into system of subcodes, ech chrcterized by its own terminologicl nomenclture, its own compositionl form, its own vriety of syntcticl rrngements. But the integrting fetures of ll these subcodes emnting from the generl im of greement between prties, remin the following: Conventionlity of expression; bsence of ny emotiveness; The encoded chrcter of lnguge; symbols nd generl syntcticl mode of combining severl pronouncements into one sentence.

On the pproches of trnsltion used in Newspper Style re prgmtic vlue of publicistic hedlines nd difficulties of their trnsltion it is grmmticl fetures in English nd Russin Hedlines [48, c. 93]. 1.7 The wys of trnsltion the publicistic hedlines The second hlf of the 20th century hs seen the in-depth study of trnsltion, which is sometimes clled Theory of Trnsltion, Science of Trnsltion, Trnsltion Linguistics, or even Trnsltology. It hs been climed brod tht trnsltion studies begn in 1972 with Holmess pper presented t the Third Interntionl Congress of pplied Linguistics, The Nme nd Nture of Trnsltion Studies. However, unfortuntely, Europen nd mericn scholrs seemed to hve been unwre of the chievements of the Russin school of trnsltion studies. Works by V. Komissrov, . Shveitser, . Fedorov nd mny others confirmed the sttus of trnsltion studies s discipline of its own even in the 1950s. The min concern of trnsltion theory is to determine pproprite trnsltion methods for the widest possible rnge of texts nd to give insight into the trnsltion 24 process, into the reltions between thought nd lnguge, culture nd speech. There re severl spects of this brnch of linguistics: Generl theory of trnsltion, whose object is generl notions typicl of trnsltion

from ny lnguge. Specific (or prtil, in terms of Holmes) theory of trnsltion tht dels with the

regulrities of trnsltion chrcteristic of prticulr lnguges - for exmple, trnsltion from English into Russin nd vice vers. Specil (prtil) theory of trnsltion tht pys ttention to texts of vrious

registers nd genres [49, c. 133]. There re two terms corresponding to the Russin word : trnsltion nd interprettion. Those who discriminte between the terms refer the term trnsltion to the written text, nd the term interprettion to orl speech. However, the terms re polysemntic: to interpret might men to render or discuss the mening of the text n outstnding British trnsltion theorist P.Newmrk, for exmple, sttes tht when prt of text is importnt to the writers intention, but insufficiently determined semnticlly, the trnsltor hs to interpret. The term to trnslte is often referred to ny (written or orl) mnner of expression in nother lnguge [50, p. 68]. We should lso differentite the terms trnslting nd rendering. When we trnslte, we express in nother lnguge not only wht is conveyed in the source text but lso how it is done. In rendering, we only convey the ides (the wht) of the source text. Severl pproches re used for defining trnsltion: in Newspper Style with prgmtic vlue of publicistic hedlines nd difficulties of their trnsltion it is grmmticl fetures in English nd Russin Hedlines [51, c. 73]. Specific features of the headlines that are particular interest to interpreter, can basically be summarized as follows: The desire by all means to draw attention to the published materials and at the same time to present in summary form the content leads to the fact that the headlines in British and American newspapers are usually multistage. Typically, they consist of a "cap" (actually the headline, sometimes banner headline), typed in full or in part is very large font and subtitle (lead) from a few lines, recruited at least in large print. "Cap" is recognized to provide the brightest idea of the article, and often even some of the most expressive, the striker's eyes or a memorable phrase from the article. In English and American Communistic newspapers "cap" is often in slogan character, and in the bourgeois newspapers have purely promotional sensational destination, often "cap" is directed only to the fact that, hitting the reader's imagination, forcing him to read the material. Therefore, in most cases it is not fully disclose the content of articles, and sometimes it is very little with it. Function of the disclosure content of the article fills the subtitle, which in a few lines gives a brief 25 retelling of the article, a kind of generalization. Thus, the "cap" the next title in the Guardian SINGER DAVID ESSEX TO JOIN EASTENDERS AS ALFIE MOONS UNCLE not give a clear idea about the contents of the article, since there still remains unclear for what, David Essex joins. From contents of the article it becomes clear just from the subtitle: 1970s Pop Idol and Musical Star Hired To Bring Some Stardust To BBC1 Soap Opera. Only now we can translate the title correctly: Musical Star David Essex Hired and plays uncle of Alfie Moon in musical called EastEnders. However, there are cases where two-stage and even three-stage titles still do not adequately disclose the contents of the message.For example, not clearly speaks of the contents of the article and the following three-tiered headline in the Guardian: Former Iggi Pop Drummer dies in hit and run Alex Kirst, former drummer for Iggy Pop and rock band the Nymphs, has died aged 47 in a hit-and-run accident Police say a white Chevrolet Tahoe or GMC Yukon struck Kirst, who was on foot, on 13 January. We are talking about that former drummer Alex Kirst from the group called Iggy Pop was struck in California desert by an unknow man, who has fled from the crime scene. If even such a relatively detailed header does not disclose the content of published material, there is nothing to talk about the fact that single-headers for the most part only very distantly related to the content of the articles themselves, or notes. Work on the game headline as creative and as an invitation to co-creation (the author's appeal to the reader's imagination) [52, c. 27]. Rhythmic gaming headline. Sound instrumentation-alliteration. Rhythmic coincidence and conformity. Imitating the rhythm (key first-hand). Interrupting th rhythm ("game of surprise"). Rhymed headline. Foreign words in the text is multi-layered, semantic headlines.Gaming complex title photo? (collage, drawing); options: predominant role of the text and the dominance of the image.

Modern methods of graphic-slice headline as elements of the game. The effect of suggestion being made by a visual image headline (color spots, graphics, text transfers as a means of organizing game element). On the contrary, such a title might even set up an inexperienced interpreter misconception, if he begins to translate it, before reading the note. The word "pep" in the English-Russian dictionary of Prof. V.K. Mueller is explained as follows: , , , and in combination with "royal speed-up" can be understood as intensification in activities of members of the imperial family. Thus, it might get the impression that in the message it is either the strengthening of interference from the Queen and her entourage in the life of the country, or on the 26 revitalization of the courtliest life. Based on common principles that translate the title is not a difficult, because at first we translate the message or story, and then, based on their contents, and title. Firstly, we can not assume that in any case we can arbitrarily change the headlines, as do many of the novice translators, giving a particular article, your own title. Even though sometimes it's better reflects its content. The main task of the interpreter is adequate transmission characteristics of an English or American title, which means that it is necessary to convey not only the content but also form of heading, without breaking, of course, with the norms of Russian language and stylistic rules adopted in our newspapers [53, c. 54]. Secondly, the novice translator is especially needed to develop the ability to quickly understand the headlines, because only then would he be able, without undue expenditure of time to navigate in the news material, to select the desired article or a note, dropping all sorts of irrelevant material. And this is especially necessary when working with such newspapers as, for example, Rolling Stone, which publishes all sorts of gossip and materials of the show business, in which it is very easy to get confused. Therefore, we can recommend the training to transfer title without reading the following for their material. Careful analysis of all the features of a particular title, in most cases will, if not to transfer title, then, but at least understand what was going on, but very often such analysis can and transfer the title without familiarity with the content of the message [54, c. 59]. Take, for example, a headline URGE AGAINST UNION SQ BAN, here above all we have the predicate in a personal form of "urge", but we do not have to be. Recall that above we said that the verbal headings of this type is best translated denominative proposals.The verb "to urge" means a demand to call. Because for him to be more INCREASED PROTEST, translatesd as an appeal. "Sq." - Abbreviation for the word "square". "Union Square"-an area in New York, which is usually arranged mass rallies or demonstrations. "Ban" , . That's all. Translations have been prepared: a call to protest against the banning of the rally in Union Square. Even fairly sophisticated titles, the above-quoted - RIP VAN WINKLE BOSS No.1 IS DEFEATED H BOY BLUE SLUNG HIS HOOK, - You can transfer after appropriate analysis and logical reasoning, not by reading the following for their messages. Translator of English information and descriptive materials are often fed with another specific feature of the materials of this genre. In English and American newspapers, probably for reasons of a technical nature, almost every sentence typed on a separate line [55, p. 73]. This is easily seen by taking any editorial of the British Guardian or the American Rolling Stone. 27 Naturally, the interpreter must not be mechanically reproduced passages of English text, without checking how logically justified every one of them. In this regard, translation of news stories is very different from the translation of a journal article or book, where a breakdown in paragraphs does not depend on compositor, for accurately and carefully defined by the author. When quantitative and qualitative characteristics of newspaper vocabulary researchers noted a high percentage of proper names: names, anthroponims, the names of institutions and organizations, etc., higher than other styles, the percentage of numerals and all words relating to the lexical-grammatical field multiplicity, and an abundance of dates.

From an etymological point of view characterized by an abundance of international words and penchant for innovation, which, however, very quickly turn into cliches: "vital issue", "tree world", "pillar of society" [56, c. 70]. Considering the language in denotative terms, many authors have noted a large percentage of abstract words, although the information is usually concrete. In terms of connotations noted an abundance of not so emotional as evaluation of expressive vocabulary: Aerosmiths Steven Tyler refused to join Led Zeppelin (The Guardian). This assessment is often manifested in the choice of the elevated vocabulary. British journalists are often criticized for what they use pretentious language, beyond which lies the bias judgments: "historic", "epochmaking", "triumphant", "unforgettable" - an upbeat and archaic military vocabulary, designed for the reader on an emotional recruitment pleasing for ownersnewspaper side: "banner", "champion", "clarion", "shield" [57, c. 72] . A characteristic feature of the English newspaper-style information is in the stylistic diversity of vocabulary. Along with the book vocabulary is commonly used colloquial and poetic words and combinations. In the phraseology of newspaper and informational style is the widespread use of "ready-made formulas or clichs. Here we find as many introductory turnovers, which indicate the source of information (it is reported; it is claimed; our correspondent reports from; according to well-informed sources), sustained a combination of imagery from the erased (to set the tone; to throw light; to lay the corner-stone; to give the lie), and a number of political cliches such as: government reshuffle; vested interests; an unnamed Power; generation gap; a foregone conclusion, etc [57, c. 142]. All of these cliches, as well as some litotes type "not unimportant", "not unworthy", "not inevitable" makes the text sound profound, even if its content is quite banal, such as: "in my opinion it is not an unjustifiable assumption that" instead of "I think". The illusion of pure art and journalism game headline. 28 Game headline: temptation and danger - especially the use of modern media, attractive and negative features, the most common mistakes. Problems of this type of functionality, headlines, poor information content. Ambiguous headline and the false sensation. Ethical and professional guides "games" in the headline [58, c. 53]. 1.8 Difficulties in trnsltion of the publicistic hedlines Often enough hedings of newsppers or news on the Internet in English re difficult enough for understnding. First, they hve the grmmticl nunces. Secondly, in hedlines use the words which re not so often used in colloquil speech. In this post we will stop on grmmticl fetures of hedlines [59, p. 72]. s rule, hedlines represent incomplete sentences, tht is, they consist only of keywords, without rticles, uxiliry verbs etc.

Bob Dylan signs six-book deal Bob Dylan has signed a deal to write six more books for his publisher ( );

Justin Bieber, Arcade Fire Win Webby Awards ( Webby Awards 2011)

Steegmns too strong for Boonen - Steegmns is too strong for Boonen ( ) In hedlines simple times re used: Present Simple used, when event hs lredy occurred or occurs. It cn sometimes be used Present Continuous to underline process or chnge of the present sitution. But, besides, it will be used without n uxiliry verb. If in hedline sys tht will occur in future, my be it is the infinitive will be used. ( verb + prticiple to)

Diddy wants grime lessons from Skepta (Diddy Skepta); Kid Rock to Tour With Sheril Crow This Summer Kid Rock is going to Tour with Sheril Crow in this summer ( Kid Rock Sheril Crow); Miley Cyrus Covers Nirvana (Miley Cyrus Nirvana); ctress Collette expecting child ctress Collette is expecting child ( ) The trnsltion must retin the sme communictive function s the source text. The description nd enumertion of speech functions cn be found in the work by R. Jkobson, who pointed out the following:

Informtive function, i.e. conveying informtion: . I m green with envy becuse of the success of my competitor.

Emotive function, i.e. expressing the spekers emotions: ? Wht on erth do I need such friend for?

Poetic function, i.e. esthetic impct: 29 Tiger, Tiger, burning bright, In the forests of the night; Wht immortl hnd or eye, Could frme thy ferful symmetry? (W.Blke) , , . ? (. .) These sentences hve only one thing in common: generl intent of communiction, communiction im, or function. t first glnce, the source nd trget texts hve no obvious logicl connection; they usully designte different situtions, hve no common semes (i.e. smllest components of mening), nd hve different grmmr structures [59, p. 93]. Headline set as an important tool in attracting and retaining the reader's attention. Headline elements of the complex, modern techniques of using multi- stage names. The effect of the reader on different levels of meaning, the gradual inclusion in the text. Game intonations in the headline complex. Inclusion in the range of the first paragraph of the text (Lida). Subtitle as a refinement of concepts such as explanation and as an additional intrigue. Summarizing function of the subtitle. Correction of the headline: "add sense", etc. The comparison and contrast. Roll. Subtitle replica. In the lexicon for the English newspaper headlines characterized by frequent use of a small number of special words that constitute a kind of headline jargon: ban, bid, claim, crack, crash, cut, dash, hit, move, pact, plea, probe, quit, quiz , rap, rush, slash, etc. The distinguishing feature of such 'headline language is not only the frequency of their use, but the universal nature of their semantics. The word Pact in the title could mean not only the "pact" but also "contract", the "agreement", "bargain", etc. Verb hit can be employed in connection with any criticism. Red can mean both "communist" and "socialist" and "progressive; bid implies a "call", and "invitation" and "an attempt to achieve a certain goal, etc.: Hendrix Brothers Loses Bid Hendrix Brothers failed in overturning their fathers will; Radiohead Bids To Win Over Dirty South, Toddlers Radiohead becomes latest band to meake wave Hipster; American Idol Bids a Tearful Farewell to Brooke White - There will be no more tears for supernanny Brooke White as she became the latest singer eliminated on American Idol. To conclude the first chapter we wanted to say that we hve begun with the definition of the publicistic hedlines nd their clssifiction nd structure. It is difficult evidence becuse of inhomogeneous tsks nd conditions of communiction nd in generl of peculirities of extr linguistic bse. lthough bout lnguge nd publicistic style written lot of specil, functionl-stylistic investigtion of this style, 30 that hve begn not long go [60, p. 72]. Publicistic style is literture on ctul, socil, politicl themes. Publicistic style hs spoken vrieties, in prticulr the ortoricl sub-style. The new spoken vrieties re the rdio commentry, the essy nd rticles [61, c. 98]. Text of news headline should not be evaluative. His role - neutral language, means, to express briefly the relevant content of the material. Appropriateness of the use of texts such as informative news headline is explained by the fact that intentionally stereotyped, standardized headline serves as a first indication of the reliability of reported information. At the same time, news coverage in the form of information, their use of the appropriate type of headline is not a guarantee of an impartial presentation of the material, as any verbal behavior directed at a specific target [62, c. 27]. Therefore, despite the fact that in a well-constructed information texts, news ideological stance of the newspaper is almost invisible to readers, it manifests in them: in the selection, arrangement of material in the manner of research component headline. So, if in the news, reporting facts, views the first placed component, which summarizes the content, opinions, and only then should a component that indicates who belongs to non, it can be argued that the newspaper had shared this opinion, as always it is the first placed one component of the text that the author's view is more important, relevant. In the newspaper texts and news information, journalists are intended to convince readers that they face a simple fixation of the events and opinions [62, p. 133]. By translating a newspaper headline applicable grammatical and transformational ways of translation, including rewriting the latter as a species. As is the case with other texts, grammatical transfer has limited applicability to a newspaper headline, not only because of interlingual asymmetry, but also because of the functional features of the headline [63, p. 48]. The reasons for the evolution of the translators thoughts - an affluent interlingual interference at the level of Russian-language discourse (as the translated and original), the growing number of non-professionals, one way or another involved in intercultural communication, reducing the overall professionalism of interpreters, inadequate customer requirements, as well as the rapid development of information and communication technologies [64, c. 159]. Some units do not need to be translated in order to ensure adequate communication, in some cases must be presented to the recipient in the form of foreign language. Recently transferability within the language pairs English - Russian "has increased significantly under the influence, including the actual translation practice. Translation practice serves the channel evolution of language and speech that occurs under the influence of Western culture, as well as the translation itself (self- 31 directed influence) [65, c. 69]. Also, we defined at all that pragmatic aspect of headline in the periodical press, particularly with regard to its expressive potential, is of particular interest. A newspaper headline is a hint, from which the phenomenon of socio-psychological or socio-political event or the historical significance is alive and active in the mind of the reader. Thus, this chapter hs given us the ide of hedlines. That the hedline is dependent form of news pper writing. It is in fct prt of lrger whole. The specific functionl nd linguistic fetures of the hedline provide sufficient ground for isolting nd nlyzing it s specific genre of journlism. 32 MUSIC PRESS TRANSLATION PROBLEMS

2.1 Characteristics of Music Press For analysis and translation of musical press brought newspapers and magazines like Guardian, Billboard and Rolling Stone. First we would like to mention daily newspaper THE GUARDIAN The Manchester Guardian was founded by John Edward Taylor in 1821, and was first published on May 5 of that year. The paper's intention was the promotion of the liberal interest in the aftermath of the Peterloo Massacre and the growing campaign to repeal the Corn Laws that flourished in Manchester during this period. The Guardian was published weekly until 1836 when it was published on Wednesday and Saturday becoming a daily in 1855, when the abolition of Stamp Duty on newspapers permitted a subsequent reduction in cover price (to 2d) allowed the paper to be published daily. As the influence of the Manchester Guardian grew beyond its Northern hinterland, a new challenge faced the paper under the editorship of AP Wadsworth, who took over the post in 1944. The limited number of pages in the paper, poor quality of the printing and sometimes peculiar news agenda were once perceived as part of the regional charm of the paper. In comparison to the other papers on Fleet Street, however, the Guardian's eccentric virtues often seemed to be outweighed by its peculiar idiosyncrasies: the absence of horse racing, high-handed moral posturing and woolly leaders. Alongside the Daily Telegraph and the Times, the Guardian lacked resources (despite costing 1d more a day), and an approach to commercial activity that could be charitably described as naive did not help matters. On the first day of the Chatterley trial, the Guardian carried a front page advertisement for the Telegraph 'the paper you can trust', which 'provides all you can want in a newspaper' - and at a cheaper cover price too. In 1988 the Guardian made a bold and innovative attempt to reassert its position on Fleet Street, with a major redesign that began the modern period of success in the history of the paper. In 1993 the intensely competitive broadsheet market was again thrown into confusion by the reduction of the cover price of the Times, firstly from 45p to 30p, then again in June 1994 from 30p to 20p. As the Times attracted readers, first the Daily Telegraph and then the Independent followed suit, running at substantial losses as they battled to survive. Throughout this period the Guardian remained at full price, investing resources in journalism and distancing itself from the price war through distinctive and innovative marketing, product development and consistently breaking big stories. 33 During these years the paper has increased its circulation, remained commercially successful and achieved critical acclaim for both the quality of its journalism and the innovation, both consistently followed by its competitors. The Guardian was at the forefront of the sleaze revelations that contributed to the downfall of the Conservative government in 1997, with a series of investigations into the affairs of Tory MPs, including Jonathan Aitken and Neil Hamilton. This reputation was cemented by the collapse of the libel case brought against the paper by former Minister Jonathan Aitken. Aitken was convicted of perjury and jailed in June 1999, and the investigations won the Guardian critical acclaim from all sides - including the prestigious Newspaper of the Year Award in both 1997 and 1998. In 1997 the Guardian became the first national newspaper to appoint a readers' editor, producer of the daily Corrections and Clarifications column. The Guardian Unlimited network of websites was launched in January 1999. By March 2001 GU had over 2.4 million unique users, making it the most popular UK newspaper website. The Guardian made a bold and innovative attempt to reassert its position on Fleet Street, with a major redesign that began the modern period of success in the history of the paper. On September 12 2005 the new Berliner Guardian launched, with a ground- breaking design in a mid-size format. The Guardian became the UK's first full-colour national newspaper, and the first UK national newspaper ever to adopt this size. December 2008 marked a significant point in the history of the Guardian when the paper moved to a brand new building in King's Cross after 32 years in its Farringdon headquarters. Secondly we want to take weekly music magazine BILLBOARD Billboard Magazine, published weekly, is the premier trade publication for the music business. The magazine was founded in 1894 by William H. Donaldson and James H. Hennegan as a publication for the billposting and advertising business, but expanded over the decades to cover amusements, motion pictures, radio, recorded music and other areas of the rapidly growing entertainment industry. Now focused the music business and related enterprises, Billboard Magazine publishes news, analysis trend reporting and other key features, as well as Billboard's famous standard-setting charts of U.S. sales, airplay, downloads and box office grosses. Access to complete versions and the full breadth of Billboard's charts is available to subscribers via Billboard.biz, the magazine's online home for its business audience, which also provides breaking news in the music and entertainment industries. Billboard.biz also houses all of the articles printed in each week's magazine, a database of all Billboard articles, reviews, features and special reports dating back to as well as weekly album, singles and video charts dating back to 1984 and year-end charts dating back to 1946.

34 Billboard.com is Billboard's consumer-facing internet arm, which attracts more than 4 million unique visitors each month in more than 100 countries. An ever- growing community of passionate music fans, Billboard.com's readers rely on the site for music news, videos, charts and more. Billboard is the flagship property for the Billboard Information Group, which also consists of Billboard.biz, Billboard.com, Billboard Chart Alert, Billboard Information Network (BIN), Billboard Directories, Billboard Licensing & Events and Radio & Records. Billboard's many strategic partners include Fox-TV, Microsoft, Reuters, Sirius Satellite Radio, Telemundo, Univision Radio, ABC Radio Networks, Azteca America and Billboard sister companies Nielsen SoundScan and Nielsen Broadcast Data Systems. Billboard is headquartered in New York with bureaus in London, Los Angeles, and Miami and has editorial correspondents in major cities around the globe. The Group is a unit of Nielsen Business Media, a worldwide media company that provides specialized publications, electronically delivered data, expositions and marketing services and is owned by the Nielsen Company, a Netherlands-based international publishing and information company. Third is ROLLING STONE Rolling Stone is a U.S.-based magazine devoted to music, politics, and popular culture that is published every two weeks. Rolling Stone was founded in San Francisco in 1967 by Jann Wenner (who is still editor and publisher) and music critic Ralph J. Gleason. The magazine was known for its political coverage beginning in the 1970s, with the enigmatic and controversial gonzo journalist Hunter S. Thompson. Rolling Stone magazine changed its format in the 1990s to appeal to younger readers, often focusing on young television or film actors and pop music. This led to criticism that the magazine was emphasizing style over substance. In recent years, the magazine has resumed its traditional mix of content, including in-depth political stories, and has seen its circulation increase. In the 1970s, Rolling Stone began to make a mark for its political coverage, with the likes of gonzo journalist Hunter S. Thompson writing for the magazine's political section. Thompson would first publish his most famous work Fear and Loathing in Las Vegas within the pages of Rolling Stone, where he remained a contributing editor until his death in 2005. In the 1970s, the magazine also helped launch the careers of many prominent authors, including Cameron Crowe, Lester Bangs, Joe Klein, Joe Eszterhas, Patti Smith and P. J. O'Rourke. It was at this point that the magazine ran some of its most famous stories, including that of the Patty Hearst abduction odyssey. One interviewer, speaking for large numbers of his peers, said that he bought his first copy of the magazine upon initial arrival on his college campus, which he described as a "rite of passage". 35 The printed format has gone through several changes. The first publications 1967- were folded tabloid newspaper format, no staples with black ink text, and a single color highlight that changed each edition. From 1973 on, editions were done on a 4 color press with a different newsprint paper size. In 1979 the bar code appeared. In 1980 it became a glossy paper large format 10 x 12 magazine. As of the October

30th, 2010 edition, Rolling Stone is a smaller, standard-format magazine size. (USA Today, Associated Press Anick Jesdanun). Rolling Stone has maintained a website for many years, with selected current articles, reviews, blogs, MP3s, and other features such as searchable and free encyclopedic articles about artists, with images and sometimes sound clips of their work. There are also selected archival political and cultural articles and entries. The site also at one time had an extensive message board forum. By the late 1990s, the message board forum at the site had developed into a thriving community with a large number of regular members and contributors worldwide. The site was also plagued with numerous Internet trolls and malicious code-hackers who vandalized the forum substantially. Rolling Stone abruptly deleted the forum in May Rolling Stone began a new, much more limited message board community at their sit