Culture in advertising and advertising in culture: Communication, translation, representation

Authors

  • Edita Gromová Constantine the Philosopher University in Nitra
  • Daniela Müglová Constantine the Philosopher University in Nitra
  • Emília Perez Constantine the Philosopher University in Nitra

DOI:

https://doi.org/10.1515/aa-2017-0011

Abstract

The authors of the paper focus on the intercultural dimension in the translation of advertising texts, attempting to compare and illustrate the influence of cultural elements upon advertising text-creation in American, German and Slovak cultural spaces. Reflecting the social, psychological and cultural aspects of translation transfer, they survey the tension between the domestic and the foreign and consequent choices in translation strategy. They present tendencies observed across a span of almost two decades in the translation of advertising texts into Slovak and provide possible explanations for their development.

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Published

2018-01-10

Issue

Section

Articles