The Challenges in Translation of Commercial Advertisements from English into Azerbaijani

Abstract

The thesis studies the challenges in translation of commercial advertisements from English into Azerbaijani. As global brands continue to increase, the need for effective translation becomes important for businesses to promote products and services internationally. Many foreign brands are sold in Azerbaijani market so some of their commercials are translat1ed into Azerbaijani. The linguistic and cultural differences between English and Azerbaijani may present challenges during the translation process. Additionally, as the language of advertisement involves linguistic and cultural nuances, it goes beyond literal translation and requires a comprehensive knowledge of both cultures and languages. So, the study explores the challenges during the translation of commercial advertisements and main translation techniques and strategies used by translators to overcome such challenges. Furthermore, the study explores the advertising language, culture, translation, and the connection among them. The thesis employs qualitative research. The English advertisements and their translated versions in Azerbaijani are examined with the combination of comparative and lingua-stylistic analyses. The samples are selected from different types of advertisements, such as food and drinks, technology, car etc. All the commercial advertisements are analysed from linguistic, stylistic, and cultural aspects as well as according to a set of translation techniques and strategies. They are carefully examined to find out linguistic and cultural differences as well as possible challenges that translators encounter during translation process. Main translation techniques and strategies are also identified to overcome such challenges. The findings reveal the challenges in the translation of commercial advertisements from English into Azerbaijani. These challenges include linguistic nuances, cultural differences, use of visuals and rhetorical devices. This study contributes to the field of translation and provides valuable insights for advertisers and translators. Analysis of translation techniques and strategies offers useful recommendations for translators to enhance the accuracy and quality of advertisement translation.