THE SPECIFICS OF ENGLISH-LANGUAGE PRESS RELEASE TEXT TRANSLATION

Abstract

The paper examines the specific features of translating press releases between English and Ukrainian, taking into account their syncretic nature and distinct communicative functions. A press release is defined as a genre that combines elements of official, journalistic, and advertising styles, which results in the dominance of the informative function alongside expressive and appealing functions. Special attention is given to the processes of text adaptation and localization in accordance with the cultural, social, and linguistic norms of the target audience. Based on the analysis of UN press releases, the study demonstrates examples of cultural adaptation, including the use of Ukrainian equivalents for institutional names, culturally marked terminology, and units that carry historical significance. The paper also highlights the importance of accurately rendering specialized terminology and selecting keywords to optimize the visibility of online press releases. Using the Sketch Engine corpus tool, it is shown that the semantic core of the text remains intact after translation. The findings suggest that effective localization of press releases ensures accurate meaning transfer, removes language barriers, and enhances communication with media outlets.