PRAGMATIC ASPECTS OF THE TRANSLATION OF ADVERTISING SLOGANS

Abstract

The pragmatic aspects of translating advertising slogans play an essential role to ensure that a brand's message resonates with its target audience across different linguistic and cultural contexts. This article explores the challenges and strategies involved in translating advertising slogans, focusing on how pragmatics—such as context, speaker intent, cultural references, and the social function of language—affect the translation process. It examines how translators navigate the balance between preserving the original meaning, tone, and emotional appeal of the slogan while adapting it to align with the cultural and linguistic nuances of the target audience. Through case studies of successful and failed advertising translations, the article highlights the importance of a deep understanding of both the source and target cultures, as well as the intended effect of the message. Ultimately, the article argues that effective slogan translation requires a blend of linguistic creativity, cultural sensitivity, and strategic decision-making to maintain the persuasive power of the advertising message.