ABSTRACT
Advertising texts have been widely studied from the linguistic and sociological points of view, and are among the favoured objects of semiotic analysis, from Barthes and Eco to later developments in visual and social semiotics. In translation studies, however, advertising translation has only attracted systematic attention since the turn of the century. Early research on advertising translation, carried out during a period when multimodality had not gained prominence in translation studies, tended to focus on the linguistic analysis of the verbal copy. A different type of linguistic analysis restricted to the verbal level attempts a broader understanding of advertising translation by providing verbal-based evidence for the study of cultural adaptation. Research on advertising translation appears to be increasingly more open to the influence of social semiotics and intercultural studies. However, key marketing concepts such as country-of-origin effects and consumer ethnocentrism enjoy more currency in the fields of business and international marketing studies than in translation studies.
