Personalization and Inclusion in Latvian Advertising as a Result of Multicultural Processes
DOI:
https://doi.org/10.22364/BJELLC.01.2011.06Keywords:
advertising discourse analysis, translation, culture, Latvian, languageAbstract
This paper examines how multicultural processes contribute to the formation of the features of Latvian advertising language – personalization and inclusion. The imperative mood, the singular and the plural form of the 2nd person pronoun are considered as means of making the advertising message more personal. Strategies for including the audience in translated advertisements are discussed. Understanding of these features is of major importance for Latvian translators who deal with trans-linguistic, trans-market, and trans-cultural transfer of promotional and advertising texts.
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