Teoretické východiská prekladu propagačných a reklamných textov
A theoretical framework for translating promotional and advertising texts
Author(s): Simona ČalovkováSubject(s): Language and Literature Studies, Marketing / Advertising, Translation Studies
Published by: Lingvokulturologické a prekladateľsko-tlmočnícke centrum excelentnosti pri Filozofickej fakulte Prešovskej university v Prešove (LPTCE)
Keywords: Promotional and advertising texts; Functionalism; Scopostheorie; Business promotional texts; Institutional promotional texts;
Summary/Abstract: The present paper deals with a theoretical basis of translating promotional and advertising texts which occur in various formats, sucha s commercial advertisments, company brochures, websites, tourist guides or institutional campaigns. Despite their difference in form, they usually serve the same purpose – to inform readers about a product or service and/or buy it. Consequently, the translation of these texts requires many skills, the application of different techniques, as well as cultural adaptation and/or rewriting.
Journal: Jazyk a kultúra
- Issue Year: 5/2014
- Issue No: 19-20
- Page Range: 0-0
- Page Count: 9
- Language: Slovak