VALUES IN TRANSLATED ADVERTISEMENTS IN LATVIA
VALUES IN TRANSLATED ADVERTISEMENTS IN LATVIA

Summary/Abstract: Advertising plays an important role in forming the values of modern societies. In advertising, the translator has a key role in deciding on the linguistic way of shaping the values in the text travel for new audiences. The question is if mirroring foreignness helps the brands to make consumers adhere to the values they transmit or moulding the message to the conventions and cultural codes of the target audience achieves the task better? The paper sets to examine this matter, using the empirical material of translated advertisements in Latvia.

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