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| Author: | Mooij, M. de |
| Title: | Translating advertising: painting the tip of an iceberg |
| Journal: | Translator : Studies in Intercultural Communication
2004 : VOL.10:2, 179-198 |
| Index terms: | Advertising Communication Culture Linguistics Translations |
| Language: | eng |
| Abstract: | The article demonstrates that consumer behaviour and communication are heavily dependent on cultural values. Besides words, there are many elements that have to be understood when transferring advertising from one culture to another. For advertising, one key distinction is between low- and high-context communication. Another influence of culture is on consumers' needs, motives and emotions. Effective advertising uses a culturally appropriate advertising style. |
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