TRANSLATION OF TEXTS RELATED TO THE FIELD OF ADVERTISING
Keywords:
advertising, slogans, adjustments, brands, culture, linguistics, equivalency.Abstract
This study examines the translation of advertising slogans into Uzbek and compares them to their English originals. Based on Nida's Functional Equivalence Theory and Skopos Theory, it identifies the linguistic, cultural, as well as emotive adjustments required to achieve effective transcreation. Slogans for global brands, including McDonald's, Nike, KFC and Pepsi, are examined as an example of how corporations sustain brand identity while adapting to local audiences. Through theoretical insights and practical comparisons, the research underscores the importance of balancing global consistency with cultural relevance in advertising translation.
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