<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Advertising translators should be familiarised with the cultural conventions in the target market so that they can re-create the message conveyed in ads. However, advertising message adaptation depends not only on the customer profile but also on corporate culture. The paper focuses on the correlation between these elements and the linguistic choices made by some copywriters.</p></abstract>

Advertising translators should be familiarised with the cultural conventions in the target market so that they can re-create the message conveyed in ads. However, advertising message adaptation depends not only on the customer profile but also on corporate culture. The paper focuses on the correlation between these elements and the linguistic choices made by some copywriters.

Advertising Message Customisation/Standardisation And Corporate And Consumer Culture

Romanian Journal of English Studies

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Advertising translators should be familiarised with the cultural conventions in the target market so that they can re-create the message conveyed in ads....

Advertising Message Customisation/Standardisation And Corporate And Consumer Culture

Published Online: Nov 27, 2015

Page range: 50 - 57

DOI: https://doi.org/10.1515/rjes-2015-0007

Keywords
cohesive devices, collocations, culture, localisation, speech acts, standardisation

© 2015 Romanian Journal of English Studies

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Advertising Message Customisation/Standardisation And Corporate And Consumer Culture

Published Online: Nov 27, 2015

Page range: 50 - 57

DOI: https://doi.org/10.1515/rjes-2015-0007

Keywordscohesive devices, collocations, culture, localisation, speech acts, standardisation

© 2015 Romanian Journal of English Studies

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
cohesive devices, collocations, culture, localisation, speech acts, standardisation