Crucial points of ads transference and the aims of a translator

Abstract

In the XXI century speech culture has changed and now it corresponds to requirements of the society and tries to meet them. The aim of a translator, who deals with translation of ads, is to define what the modern speech culture of his/her native language presents nowadays in the sphere of ads translation, what the literary norms of it are, what deliberate deviations with the aim of attracting customers are possible and should actively work on mastering them.