Translating Advertisements across Heterogeneous Cultures

Abstract

This paper argues that the translation of advertising adds economic value to the value chain of the whole marketing process. Hence, translation is not only a linguistic and cultural activity, but also a key commercial activity. The study also posits that translators are knowledge workers who contribute to the new global economy, and that their contribution should be properly recognized and rewarded. The case studies discussed further reveal that translation across heterogeneous cultures involves more than text transfer and cultural adaptation. It also involves conversion between different mindsets, characterized by different kinds of cultural psychology. In the translation of advertising, the strategy of ‘intentional betrayal’ proposed by some translators often achieves excellent results. It is suggested that the ‘popular taste’ of consumers in the target market is an important factor in the decision-making process in commercial translation, especially in the case of advertising texts.

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