PRAGMATIC ASPECTS OF THE TRANSLATION OF ADVERTISING SLOGANS
Keywords:
advertising slogan, translation, pragmatics, cultural context, expressiveness, audience, emotional impact, brand image, intercultural differences, social impact of advertising language.Abstract
This article analyzes the pragmatic aspects of translating advertising slogans. Advertising slogans should be translated taking into account not only the language, but also culture, social values and audience. The article discusses the engagement of slogans with the target audience, cultural context, expressiveness, emotional impact, and social significance. The translation emphasizes the importance of the pragmatic approach, the importance of maintaining the original meaning of advertising slogans and conveying the correct message through them. The article also examines the universal characteristics and social implications of advertising slogans.
References
1. Byrne, B. (1992) Relevance Theory and the Language of Advertising, Dublin: Trinity College Dublin, Centre for Language and Communication Studies, CLCS Occasional Paper.
2. Calzada Pérez, M. (2005) ‘Proactive Translatology vis a vis Advertising Messages, Meta: journal des traducteurs/Meta: Translators’ Journal 50(4): doi:10.7202/019912ar
3. Fraser, J. Mapping the Process of Translation. In: Meta, 41 (1). Special issue: Translation Processes. F.G. Konigs (ed.), 1996, pp. 84-96.
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Copyright (c) 2024 Nematov Mukhridin (Author)
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