| Title: | Peculiarities in Translating Advertising |
| Author: | Camelia Andreea Chirilă |
| Publication: | Language and Literature – European Landmarks of Identity, 1, p. 455 |
| p-ISSN: | 1843-1577 |
| Publisher: | Universitatea din Pitești |
| Place: | Pitești |
| Year: | 2005 |
| Abstract: | Starting with the early ‘90s Romania has become a large outlet for many international companies bringing their new products into our society. Any new product manufactured by a widely known company needs a solid informational support which, as a rule, is provided by advertising. Once brought to a foreign country an advertisement must be adequately translated and it must also be adjusted to the target culture. In translating advertising, translators are expected to take responsibility for the final form of an advertisement. Globalization of the translation business sometimes means providing full marketing services in addition to translation and interpreting. Therefore, in the marketing of goods and services across the cultural boundaries, an understanding of culture and semiotics that goes well beyond both language and design is involved. I decided to conduct this research in the field of advertisement translation, as I strongly believe that advertisements represent challenging sentences for the consumer-oriented text translator. The purpose in writing this paper was to study the language of advertisements and to single out the translation difficulties of advertisements. The advertisements presented were selected from fields such as audio/video devices, computers, cars, food, postal services, alcoholic drinks, communications and so on. |
| Key words: | translation, advertisement, target culture, market |
| Language: | English |
| Links: |  pdf  html |
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