The translation of cultural references and wordplays in advertising slogans

Maria-Lorena Racolța

doi:10.2478/tran-2023-0004

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The translation of cultural references and wordplays in advertising slogans

Translationes

Volume 15 (2023): Issue 1 (December 2023)

By: Maria-Lorena Racolța

Open Access

|Feb 2024

Abstract

The aim of this article is to analyze how French cultural allusions and wordplays in advertising slogans can be transposed into Romanian. Drawing on a series of concepts and theoretical observations concerning the field of advertising translation, we will outline the difficulties, the constraints, and the main strategies involved in this particular kind of translation. Secondly, we would like to analyze some concrete examples of advertising campaigns initiated in France and exported to Romania. Thirdly, we will examine the translation/localization of the advertising slogans into Romanian and we will discuss the solutions found by the translators to overcome the linguistic and the cultural difficulties raised by the translation process.

References

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Articles in this issue

DOI: https://doi.org/10.2478/tran-2023-0004 | Journal eISSN: 2734-6188 | Journal ISSN: 2067-2705

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Language: English

Page range: 71 - 83

Published on: Feb 16, 2024

Published by: West University of Timisoara

In partnership with: Paradigm Publishing Services

Publication frequency: 1 issue per year

Keywords:

cultural transposition,

text-image dialogue

Related subjects:

Social sciences,

Communication science,

Intercultural communication,

Linguistics and semiotics,

Applied linguistics,

Translation studies,

Theoretical frameworks and disciplines,

Contrastive linguistics,

Literary studies,

Comparative literary studies

© 2024 Maria-Lorena Racolța, published by West University of Timisoara
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 15 (2023): Issue 1 (December 2023)