The Intercultural Competence in Advertising Translation

Salian Çullhaj and Elvis Bramo
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Salian Çullhaj: German Department, Faculty of Foreign Languages, University of Tirana, Albania
Elvis Bramo: University of Tirana, Albania

European Journal of Language and Literature Studies, 2025, vol. 11, issue 1, 34-39

Abstract: In this article, we would like to examine one of the most difficult types of translation, namely the translation of advertising texts. Why is it one of the most difficult? Because it is not enough to master the source language to translate advertising. Even if you can easily translate knotty technical instructions, this does not guarantee that you will accurately render an advertising text into another language. The translator must be able to think creatively, and this is not so easy to learn. In addition, the purpose of advertising translation is not just to transfer the meaning of words, but also to attract potential customers. No other text attempts such a task.

Keywords: advertising; translation; cultural; slogan; competence; language; reader (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eur:ejlsjr:209

DOI: 10.26417/ta4rkq38

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