The Intercultural Competence in Advertising Translation


  • Salian Çullhaj German Department, University of Tirana, Faculty of Foreign Languages, Albania



advertising, translation, cultural, slogan, competence, language, reader


In this article, we would like to examine one of the most difficult types of translation, namely the translation of advertising texts. Why one of the most difficult? Because it's not enough to master the source language for translating an advertising. Even if you can easily translate knotty technical instructions, it's doesn’t guarantee that you will accurately render an advertising article into another language. The translator must be able to think creatively, and it is not so easy to learn. In addition, the purpose of the advertising translation is not just to transfer the meaning of words, but also to attract potential customers. No other text does attempt such a task.