Kulturelle Aspekte der Übertragung deutscher Werbespots ins Rumänische
Cultural Aspects of Rendering German Advertising Spots into Romanian

Summary/Abstract: A rich and popular field such as advertising has always been a source of humorous research material and current social references that can be analysed across cultures.The language of advertising has played an important part in our lives and has had an obvious impact on human mind and behavior alike. As it inherently bears the marks of different cultures, the language of advertising is not constant but variable, morphing in accordance with the many factors influencing it. The present paper advances a linguistic and cultural-pragmatic analysis of several German commercials, as well as a comparison with their Romanian translations. The aim of our research is to identify specifically German images, mentalities and systems of thought against their Romanian equivalent.

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