New perspectives on the translation of advertising

Abstract

The language of advertising has for long proved a profitable resource for the teaching and learning of foreign languages at different educational levels, as well as for cultural and discourse studies, among others. Research paths and possibilities in the field are usually concerned with the domain of morphosyntax, pragmatics and semiotics in their widest sense, and the study of a wide range of specific language devices including terminology, loanwords and neologisms, the imperative mode, and images, for example. The peculiarities of advertising messages (combining verbal and non-verbal elements), their predominant persuasive function, and the large variety of texts produced in this sector are solid reasons for language trainers and scholars’ interest.