ABSTRACT
This chapter illustrates the fundamental role of the Translation Initiator (TI) by starting from the premise that translation does not just 'happen', but results from a need, and an order. The need quite simply corresponds to a foreseen or actual breakdown in communication; the order corresponds to the instructions given by the TI to ensure that communication takes place. The discourse family has a vital role to play as a focusing element within the Cultural Equation. In this particular instance we are comparing advertisingdiscourse in the two languages, and, of course, the textual strategies available to a producer of discourse. As virtually all texts are in some way culture-specific, this constitutes – in varying degrees – the first and most important problem for the translator. Although on one level culture-specific references 'disappear' in translation, it is not enough simply to deplore this state of affairs, which assumes total ignorance of Language Culture-1 on the part of the Language Culture-2 readership.
