<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The authors of the paper focus on the intercultural dimension in the translation of advertising texts, attempting to compare and illustrate the influence of cultural elements upon advertising text-creation in American, German and Slovak cultural spaces. Reflecting the social, psychological and cultural aspects of translation transfer, they survey the tension between the domestic and the foreign and consequent choices in translation strategy. They present tendencies observed across a span of almost two decades in the translation of advertising texts into Slovak and provide possible explanations for their development.</p></abstract>

The authors of the paper focus on the intercultural dimension in the translation of advertising texts, attempting to compare and illustrate the influence of cultural elements upon advertising text-creation in American, German and Slovak cultural spaces. Reflecting the social, psychological and cultural aspects of translation transfer, they survey the tension between the domestic and the foreign and consequent choices in translation strategy. They present tendencies observed across a span of almost two decades in the translation of advertising texts into Slovak and provide possible explanations for their development.

Culture in advertising and advertising in culture: Communication, translation, representation

Ars Aeterna

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The authors of the paper focus on the intercultural dimension in the translation of advertising texts, attempting to compare and illustrate the influence of...

Culture in advertising and advertising in culture: Communication, translation, representation

Published Online: Jan 11, 2018

Page range: 81 - 92

DOI: https://doi.org/10.1515/aa-2017-0011

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.