Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian

The paper develops an idea of globalising and localising strategies media text translation in the framework rhetorical canons invention, concerning selection arguments; disposition, dealing with their arrangement; elocution, aimed at choice linguistic units; performance, underlying formation different kinds discourse. strategy renders international content into target language minor changes disposition or elocution while adjusts global to worldview local readership changing organisation particular levels. article discusses application BBC’s English online headlines Ukrainian respect three structural positions: attracting attention by foregrounded units, keeping it predicative groups, nudging reader towards body final position. It is found that translations intensify extending utterances which compel turn implemented techniques specification perspectivation altering original headline foregrounding references entities important for audience.