A critical discourse analysis of English print advertisements and their translations

What is it about?

Advertising is an important part of marketing and greatly influences the way people behave and think. It communicates information about products and at the same time tries to persuade people to buy them, which makes the translation of advertising materials a challenging, yet necessary task. Using critical discourse analysis, we have examined English print advertisements for cosmetic and hygienic products and their Persian translations.

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Why is it important?

Translation studies is a new discipline and many issues are neglected in this young field of study. One of such issues is advertising translation; hence, such research could improve the understanding of translation procedures involved in translating advertisements which are an example of persuasive function of language. This study also contributes to the understanding of the ideological role of language in advertising discourse. Moreover, it emphasizes the fact that it is a vital task to equip our readers with a clear awareness of the ways language, verbal as well as non-verbal, is used in society to manipulate and persuade them and to make them more sensitive to their roles as participants in different discourses.

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