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| Author: | Munday, J. |
| Title: | Advertising: some challenges to translation theory |
| Journal: | Translator : Studies in Intercultural Communication
2004 : VOL. 10:2, 199-219 |
| Index terms: | Advertising Communication Culture Linguistics Translations |
| Language: | eng |
| Abstract: | The translation of advertising has been overlooked by translation studies. This paper studies linguistic characters of advertising, and how these give new insights into issues of translation theory such as translatability, the unit of translation and standardization. Audience, function, purpose and cross-cultural transfer are studied in particular. It is suggested that concepts from recent writing on visual and multimodal communication need to be incorporated into the study of all types of translation. |
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