Sloganul publicitar: câteva considerații traductologice

Abstract

Abstract: Advertising nowadays is undoubtedly one of the most fascinating social phenomena, a fundamental factor influencing individuals, their attitudes and their lifestyles. It is an essential element of contemporary culture, deeply anchored in our cultural heritage. In this light, this paper intends to demonstrate the valences of the advertising slogan, that is considered a vehicle of culture, of language structures, of the world views, of ideology, in other words, a merciless mirror of our society.

The transfer of the advertising message between cultures is based on the translation process operators, which involves economic, cultural, ideological, and iconographic factors.

The paper analyses the ways in which the advertising message (slogan) is translated into different languages, what are the cultural similarities and differences to be taken into consideration and how this influences the translator’s choices. The focus of this paper is also to identify the main methods, techniques, strategies used in order to transfer not only the content of the message, but the whole effect that the message has in its original form.