Cultural aspects of translating adaptation of advertising text - Ospanova, Bikesh;Kenzhegulova, Aigul
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In the Kazakh translation theory, currently the problem of advertisement translation is still only developing, as advertisement as a phenomenon of culture appeared in Kazakhstan only in the early 1990s, and it is not possible to comprehend and characterize this phenomenon to the full extent in twenty years. Nevertheless, the issue of the necessity for a linguistic study of advertisement as a new, actively developing type of language arts and defining its constituting parameters is determined primarily by the needs of the advertising industry in Kazakhstan on the whole, and by the clarification…mehr

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Produktbeschreibung
In the Kazakh translation theory, currently the problem of advertisement translation is still only developing, as advertisement as a phenomenon of culture appeared in Kazakhstan only in the early 1990s, and it is not possible to comprehend and characterize this phenomenon to the full extent in twenty years. Nevertheless, the issue of the necessity for a linguistic study of advertisement as a new, actively developing type of language arts and defining its constituting parameters is determined primarily by the needs of the advertising industry in Kazakhstan on the whole, and by the clarification of reasons why Kazakhstan consumers reject the translated advertising messages, in particular.
Autorenporträt
Ospanova Bikesh, candidate aux sciences philologiques, professeur assistant, professeur à l'Académie russe d'histoire naturelle, chef du département des langues russes et étrangères. Kassenova Nursulu, maître en éducation, professeur principal du département de russe et de langues étrangères à l'université technique d'État de Karaganda.