Analyzing advertisement texts in the context of translation studies and the importance of culture in advertisement translations

The purpose of this study is to examine the importance of culture in advertisement translations in context of Translation Studies. Translation Studies is a field that deals with the study of the theory, description, interpretation and application of translation and localization. The development of communication technologies and globalization contributed to facilitating the international trade. In this new global market advertisement and marketing techniques has come into prominence. The main purpose of an advertisement is to attract consumer's attention. Accordingly, a wide range of advertisements in the global market and the translation of advertisements gain importance. This thesis will discuss the importance of culture in advertisement translations. In building up this argument, the concept of advertisement and marketing will be explained. After giving the theoretical background of Contemporary Translation Studies Theories, different examples from different advertisement texts will be analyzed in the light of Translation Studies. Throughout the study, the importance of culture in advertisement translations will be highlighted.