<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

Publié en ligne: 27 nov. 2015

Pages: 50 - 57

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

Mots clés
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

Publié en ligne: 27 nov. 2015

Pages: 50 - 57

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

Mots cléscohesive 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.

Mots clés
cohesive devices, collocations, culture, localisation, speech acts, standardisation