The role of translation in advertising discourse (with examples from English and Russian)

This article explores the role of translation in advertising discourse, a field that plays a crucial role in shaping and promoting brands, products, and services. Using English and Russian as examples, the author analyzes how translation influences the effectiveness of advertising campaigns and brand image formation. The article sheds light on the challenges faced by translators in adapting advertising texts, such as wordplay and cultural nuances. It also discusses the importance of selecting the right words and expressive means to convey the emotional power of the original text. The author highlights the relevance of this topic in the context of globalization and business internationalization, as well as the practical significance of the article for translators, marketers, and advertisers. Overall, the article provides useful recommendations and examples that help understand the role of translation in advertising discourse and enhance the quality of translations for successful advertising communication.