Published April 21, 2024
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THE ROLE OF LOCALIZATION AND TRANSCREATION IN THE TRANSLATION OF COMMERCIAL ADVERTISEMENTS FROM ENGLISH INTO AZERBAIJANI
Authors/Creators
- 1. Khazar University
Description
The paper studies the role of localization and transcreation in the translation of commercial advertisements
from English into Azerbaijani. The study begins by discussing the language of advertisement and its role in promoting products and services. Cultural, linguistic aspects and possible challenges are examined. Then, the focus
shifts to localization and creative translation.
Overall, the paper analyses main challenges, key principles, and benefits of using both localization and transcreation through a qualitative analysis of original advertisement samples
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Deutsche internationale Zeitschrift für zeitgenössische Wissenschaft №78 2024-72-74.pdf
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Additional details
References
- 1. DUNN, S.W. Advertising Copy and Communication. New York: McGraw-Hill Book Company, Inc.;1956 2. Nida E, Taber C. The theory and practise of translation. Leiden: Brill; 1969 3. Pedersen D. Exploring the concept of transcreation – Transcreation as 'More Than Translation'? Cultus: Journal of Intercultural Mediation and Communication. 2014;7. 4. White R. advertising. London: McGraw- Hill Co.; 1993 5. https://www.argosmultilingual.com/blog/translation-localization-difference. Acessed 22 March 2024. 6. https://into23.com/top-8-best-advertisingtranscreation-examples/. Accessed 22 March 2024. 7. https://colibridigitalmarketing.com/6-significant-examples-of-design-localization/. Accessed 25 March 2024