Touring the translation of the advertising discourse

Abstract

Promotional and advertising texts come in different forms and, nowadays, they represent a considerable amount of material on the translation market. Advertisements, brochures, websites, tourist guides, information campaigns, all these aim to achieve one major goal: that of persuading the reader to buy something, either a product or a service. Undoubtedly, their translation requires approaching some techniques, which, although they may vary depending on their typology, are all aimed at maintaining the same persuasive purpose. This often calls for in-depth cultural adaptation and, occasionally, thorough rewriting. Tourism advertising, the focus of our research, is no exception to it, engaging a lot of ‘creative translation’ of both language and other stimuli.