Functions and types of translated Ukrainian film trailers

Abstract

Introduction. The film trailer has been known to Ukrainian audience for more than 15 years, but we have not detected any scientific research dedicated to it.Film trailers attracted us as an object of research due to their advertising function.At the same time, we had to make an emphasis on the analysis of the Ukrainian translated film trailers for two reasons: firstly, today most of Ukrainians do not speak English so well that English trailers can be viewed in a qualitative way by them, and secondly, the Ukrainian audience is the target audience of the Ukrainian translated trailer.
Relevance and purpose. The relevance of the chosen topic of study is determined by the novelty of the research object, in particular, in the field of social communications. Given the fact that there is no scientific research about the translated Ukrainian trailers, we were faced with the purpose of a primary attempt to analyze them as a special type of audiovisual advertisement.
Research methodology. The main methods that were used in the scientific article to determine the functions of a movie trailer and the classification of translated Ukrainian film trailers are observation, analysis, synthesis and generalization.
Results. The article defines the following main functions of the movie trailer: informational, affirmative and imperative, those correlate with the corresponding types of advertising. In addition, we have identified the following types of translated Ukrainian film trailers: trailer-announcement, the first official trailer, second and subsequent official trailers, accompanying trailers: about the story of the film, about the peculiarities of shooting, about the director’s idea of the film, about the characters, the invitation trailer to the preview the film.
Conclusions. The novelty of the scientific article is that the translated Ukrainian film trailer is for the first time analyzed in the field of social communications. For the first time an attempt to classify the translated Ukrainian film trailerіhas been made and the characteristic features of each species are defined. Special attention is paid to the advertising features of translated Ukrainian movie trailers. The obtained research results are important both for the theory of advertising, and can be taken into account during the further translating of foreign movie trailers.