Research of translation strategies of intercultural advertising from the point of view of Barkhudarov’s theory

The article examines translation strategies for cross-cultural advertising from the point of view of Barkhudarov's theory. The basic principles of the theory, such as cultural adaptation, contextual adequacy and preservation of communicative function, are analyzed. Particular attention is paid to five key translation strategies: adaptation, transcreation, direct translation, omission and compensation. Examples from advertising campaigns of international brands such as McDonald's, Coca-Cola and Nike are used to illustrate these strategies. The conclusion highlights the importance of a deep understanding of cultural nuances and flexibility in translation approaches for successful cross-cultural advertising.