1.Introduction
The globalization of economies and trade intensification lead to communicate with consumers of different languages and cultures. The advertisement is one of the most common means of communication. For professional and correct translation it is necessary to have basic theoretical knowledge about both: translation and advertisement.
I will briefly have a look at what translation and advertisement is, and how advertisements are grouped. But basically this essay aims at understanding some problems related to translation of written advertisements – cultural differences, direct and zero translations and I ran through linguistic aspects of translation.
2.What is advertisement, what is its structure?
The translation “is communication process during which a translator should harmonize the needs of the author, commissioner and reader” (Zauberga, 2004:7). To be successful translator must be competent in what she is doing, and she “should be able to talk about it with those who commission translations” (Zauberga, 2004:8). Any translation must be done with creative approach and responsibility not as mechanic activity.…
