ABSTRACT
This chapter addresses a number of key issues concerning the process of translating promotional texts. First, it focuses on the extent to which brand names are translatable; it then discusses the notions of accuracy and loyalty as they apply to the specific case of promotional material. The third section deals with the main features of different types of promotion and the translation strategies they require, including the source, the target, the context of distribution, and the information-to-persuasion ratio. This is taken forward in the fourth section of the chapter that offers an overview of useful theoretical frameworks for text analysis, while the foci of the last two sections are cross-cultural issues and how to (help) solve them.
