Advertisements are inevitable, living in the contemporary world it became obvious that everything advertises something; or at least – carries the image which refers to some promoted product. Over past quarter of century Polish society become deeply consumerist one. In America, this situation happened earlier and sociologists warned about it long before our market assimilated theirs.
The path from advertisement of any product leads amongst the others – through the desk of the translator. There are, obviously, home products and these which Poland can be proud of, nevertheless, the majority of goods that are being presented through various forms of advertisement comes from foreign markets. What is more, these products and their producers, together with the agencies responsible for implementation of these goods in particular countries, often choose to use their original campaigns. Therefore, Polish translators need to work in such way, to make the language of the advert spot catchy enough for our market. Such work is an invisible work and the one requiring lots of linguistic skills, joined with the cultural awareness and many other factors.
The art of translation is a rewarding work, nevertheless, there are the parts of it which are necessary to be learned and understood before anyone approaches such a responsible job as translating the advertisements of world-wide known products.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Chapter 1: Advertisement – Theoretical Background
- 1.1. Understanding the Ad - Definitions behind Mechanism
- 1.2. Tricks for Targeting Various Markets
- 1.3. Conclusion
- Chapter 2: The ‘Know-how' of Good Translation
- 2.1. Defining the 'Translation'
- 2.2. Translation Procedures, Strategies and Methods
- 2.3. What is a ‘Good Translation'?
- 2.4. Translation - a Product of a Complex Work
- 2.5. The Notion of Equivalence
- 2.6. Brief History of Polish Art of Translation
- 2.7. Translation in Advertising
- Chapter 3: "Mentos - the Fresh maker" or the Polish Idea of Adverts' Translation
- 3.1. TV Adverts to be Remembered through Generations
- 3.2. Newspaper-Magazine Adverts
- 3.3. Disruptive Billboards
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to shed light on the complexities of translating advertisements, emphasizing the role of cultural awareness and linguistic skill in achieving effective communication. The paper explores the persuasive power of advertising, the nuances of translation processes, and the specific challenges of translating advertising materials.
- The impact of advertising on consumer behavior
- The role of translation in bridging cultural gaps in advertising
- The techniques and strategies employed in effective advertising translation
- The historical and cultural context of advertising and translation in Poland
- Examples of successful and memorable advertising translations in the Polish market
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1 introduces the reader to the concept of advertising, exploring its persuasive power, its ubiquitous presence in contemporary society, and its historical development. It examines the techniques advertisers utilize to target various markets and the impact of advertising on consumer behavior. Chapter 2 delves into the intricacies of translation, presenting different approaches, strategies, and challenges involved in rendering one language into another. It explores the concept of “good translation” in the context of advertising and highlights the importance of cultural awareness and linguistic expertise. Chapter 3 focuses on the Polish experience with advertising translation, examining specific examples of successful and memorable ad campaigns in the country.
Schlüsselwörter (Keywords)
This paper explores the key concepts of advertising, translation, cultural awareness, linguistic skill, consumer behavior, market targeting, translation strategies, and advertising translation in the Polish context.
- Quote paper
- Marta Zapała-Kraj (Author), 2019, Rendering the Advertisements into Polish. History of Polish Translation in Advertising, Munich, GRIN Verlag, https://www.grin.com/document/591331
