TRANSLATION PROBLEM OF MULTISEMIOTIC TEXTS NAMES (TRANSLATION OF THE ANIMATED SERIES “SMESHARIKI”INTO ENGLISH)

Translation of books, articles title and names of films is a rather complex problem. Semantic fullness of the title, its correlation with implicit meanings of the text creates difficulties for translation. The purpose of the article is to analyze some translation strategies of the names of multimodal referential connected texts of animated serials titles. Variants of translation of the names of serial “Smeshariki”, completed in two variants for American stream TV and for the European addressee are analyzed. Relevance of pragmatical translation and the approach to the series name as to a nomination of a commercial product is proved. The article is addressed to experts in the field of a nomination theory, theory and practice of translation and naming.