CONTEMPORARY TRANSLATION STUDIES PERSPECTIVES IN THE THEORY OF ADVERTISING
CONTEMPORARY TRANSLATION STUDIES PERSPECTIVES IN THE THEORY OF ADVERTISING

Summary/Abstract: In this study we examine the main theoretical concepts associated with the translation process, following the perspectives formulated by scholars such as Eugene Nida, Katharina Reiß or Lawrence Venuti, whose contributions have shaped the foundations of translation studies. Starting from the definitions of translation within these paradigms, the study analyzes how theoretical principles are applied to the specific context of advertising discourse, where adaptation, creativity, and meaning reconfiguration becomes essential. The research shows that advertising translation involves not only the linguistic transfer of the message but also the cultural adjustment of content according to the codes and expectations of the target audience, reaffirming the interdisciplinary nature of the translational act. Through this approach, the study highlights the complexity of translation as a process of negotiating meaning across distinct languages, cultures, and communicative environments.

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