Reklamos vertimas ir adaptavimas. Lingvistinės ir sociokultūrinės problemos
Translation and Adaptation of Advertisements. Linguistic and socio-cultural problems

Summary/Abstract: Language, as one of the most essential elements of communication, is a powerful instrument, influencing people and their behavior. This is especially relevant in marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. Advertising companies have their own philosophy about how to persuade the consumer. But the linguistic differences may disturb the process of persuading, because it might be difficult to find the equivalents in one or another particular language. “Hence, the translator will have to bridge the gap, small or large, between two cultures” (Ginter 2002). Another disturbing factor in persuading or attracting people is culture. Culture here is to be understood “in the broader anthropological sense of all socially conditioned aspects of human life, as a totality of knowledge, proficiency and perception ” (Ginter 2002). The translator has to “produce meanings which are acceptable for cultural community the reader belongs to” (Wolf 1997:128).

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