Cognitive-heuristic model of translation application in the localization of the film title (based on the material of the French- and Russian-language film discourse)

The article examines the applicability of the cognitive heuristic translation model proposed by the Russian linguist A.G. Minchenkov in the process of the titles of French films localization of in the Russian-speaking linguistic and cultural space. An important role in the film title competent localization as a film discourse small-format text in another culture is devoted to the preservation or transformation of concepts functioning in the original film title. The subject of the study is the linguistic and cultural concepts that function in the film titles of French films. The main objectives of the study were to analyze the concepts functioning in the original film titles, to consider ways of their transmission in the process of French films titles localization in Russian linguistic culture, as well as the legality of certain localization techniques and methods. As a result of the analysis, we found that the most successful in the process of localization of the film's title (localized target text – LT) can be recognized as a variant in which the concept laid down by the authors when creating the original title (source text) is fully or partially preserved, which, in turn, makes it possible to best realize the localized film title pragmatic potential and the intertextual links of the film title with its genre component or its plot, thereby significantly increasing the box office of the film in another country.