PROMOTING THE TRANSLATION OF THE ADVERTISING DISCOURSE
PROMOTING THE TRANSLATION OF THE ADVERTISING DISCOURSE

Summary/Abstract: The translation of the advertising texts used to be associated with a mere linguistic transfer of content. This assumption has proved to be wrong and ineffective. The translation of the advertising content needs to be integrated into a more varied communication act and should be based on the idea of “internationalisation of markets”. The translation of an ad results from the advertiser’s efforts to ‘internationalise’ a certain product on a foreign market which requires intensive work in terms of adapting it to a different language and, more importantly, to a different culture and mindset. Our paper aims to look for answers to these specific issues, focusing mainly on the discourse of advertising for the tourism industry.

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