Advertisement Slogans in English-Persian Translations: In Search of Appropriate Persuasive Features

Document Type : Original Article

Authors

Department of English, Shahreza Branch, Islamic Azad University, Shahreza, Iran

Abstract

English advertisement slogans are rarely translated into Persian though they are almost everywhere around us. In the present study, due to the importance of the persuasive language and the rhetorical figures in advertisement slogans, couples of English-Persian advertisement slogans were analyzed to illustrate the persuasive characteristics used in them. The findings revealed that to sell the foreign products well in Iran’s markets, translators of related slogans should be aware of the persuasive language of advertisements and find the most appropriate translation strategy through analyzing them. It was also revealed in the analysis of the selected slogans and comparison of their translated versions that the Persian style of advertisements is in some ways different from their counterparts in English, yet they do share a number of features. Based on the findings, it can be concluded that the translation of advertisement slogans should be regarded as a form of featured translation demanding translators’ sensitivity.

Keywords


  • Receive Date: 02 July 2020
  • Revise Date: 13 October 2020
  • Accept Date: 19 December 2020
  • First Publish Date: 01 April 2021