Problems of translating chrematonyms (based on the names of devices for measuring time)

Abstract

In this paper, we discuss the problem of translating chrematonyms, which are proper names for devices used to measure time. We analyze texts advertising watches, which most often contain the name of the brand, model or place of production written in English and slogans published in the language used in the country importing these products. After conducting research, we came to the conclusion that the main problem of translating slogans is to convey subjective feelings and emotions, not information. The content of the advertisement and the proper name of the watch constitute one communication whole and it is not affected by the fact that they are printed in different languages, different alphabets or different graphics.