RETRACTED CHAPTER: Advertising Perspectives in the Context of Translation

Advertising texts have yet to receive the same amount of recognition in the field of translation studies. Scholars face difficulties when examining multinational companies’ culturally-neutral campaigns. Given the current practices in advertising, translation scholars encounter conceptual hurdles when attempting to systematically analyze such materials. Our foray in-to Translation Studies centers on exploring advertising tasks from a translational perspective. Our descriptive and qualitative approach aims to reveal the importance, influence, and distinguishing features that translate processes bring to the table. With great importance, we emphasize the significance of this subject and aim to thoroughly examine the key elements vital to translating advertising, alongside providing insightful criticism. An all-encompassing comprehension of the cultural aspects in advertising localization through translation is essential, encompassing the distinct values and notions that differ within languages and social groups. In order to effectively accomplish this, translators should prioritize a multi-dimensional method that scrutinizes the links between different modes of communication in the message, while also engaging in intersemiotic translation.