LA TRADUCTION PUBLICITAIRE À L’ÈRE DU DIGITAL
ADVERTISING TRANSLATION IN THE DIGITAL ERA

FROM LINGUISTIC TRANSCODING TO TRANSCREATION

Summary/Abstract: In the current civilizational context, defined by the global economy and communication, of which the Internet is the main vector, the advertising translation is growing exponentially and is functioning as one of the key factors of all international marketing strategies. It is the center of a large problem aria related to the specificity of the advertising language and to the complexity of the promotional message conceived as a multi-semiotic, heterogeneous and protean system, involved in a multilingual and multimedia communication act. Faced with the rise of online advertising, advertising translation is redefining its strategies and imposing itself as an interdisciplinary and creative practice, open to interculturality, combining global communication and communicational localization. This article aims to illustrate some of the emerging trends in this area, focusing on the translation of the commercial website as one of today's most complex and effective forms of advertising communication.

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