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Translation of Advertisement Slogans
Research Papers16 Marketing, Advertising, Linguistics, Interpreting
| Nr. | Chapter | Page. |
| Introduction | 3 | |
| 1. | The Notion of Advertising Language | 4 |
| 1.1 | Advertisement Slogan as an Element of Advertising Language | 4 |
| 1.2 | The Role of Translation Competence in Translation of Advertisement Slogans | 6 |
| 2. | Translation Strategies in Advertising Language | 7 |
| 2.1 | Word-for-word (literal) Translation | 7 |
| 2.2 | Cultural (pragmatic) Adaptation | 8 |
| 2.3 | Borrowing and Calque | 8 |
| 2.4 | Omission | 9 |
| 3. | Translation of Advertisement Slogans from English into Latvian | 10 |
| 3.1 | Results and Discussion | 10 |
| Conclusions | 13 | |
| Bibliography | 15 |
To begin with, advertisements form a significant part of the global marketing. Advertisements are leveraged by numerous brands from such branches as car manufacturing, clothing, public catering, banking and various social services. Advertisement can be defined as an audiovisual representation of a product, person, or company, which helps consumer make relevant decisions. A substantial constituent of a successful advertisement campaign is the slogan linked to it. During advertisement slogan translation, it is necessary to deliver the essence of the slogan in order to evoke interest of the target audience and to adapt to possible cultural differences.
The author of the research paper believes that several translation strategies are applied in advertisement slogan translation because advertisement slogans must always be adapted to a particular cultural setting, and this shall be done with maximum accuracy. Furthermore, the author is convinced that the selected research theme is quite topical because an appropriate advertisement slogan translation, which is a vital element of any advertisement campaign, facilitates the brand awareness, consumer engagement, resulting in the overall economic growth.
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