The Transcreation of Advertisements

Abstract

This article deals with advertising slogans transcreated from English into Slovak. The first part focuses on a definition of transcreation and discusses related terms such as translation and localization. By synthesizing concepts like dynamic equivalence, skopos, and the translation of principle, the article explains what transcreation could be in terms of translation studies. The second part of the article deals with the definition of advertising and its features. It also discusses the features of advertising slogans and briefly describes specific linguistic and stylistic devices used in advertising production. The third part deals with the analysis of eight selected slogans which have undergone the process of transcreation. The analysis is based on the stylistic figures of speech present in slogans. The aim of the article is to theoretically elaborate the information on transcreation and on related terms, describe these terms to the reader, and analyse individual slogans which have been transcreated from English into Slovak from the translator’s point of view.