Skopos method in advertisement slogan translation
ENAdvertisement texts represent a highly specific type of textual message as they are designed to persuade addressees to take action. In order to succeed, contemporary megabusinesses face the need to adhere to the cultural peculiarities of local environments and to adapt their advertising strategies. To provide a tool for the research of target-oriented translations, the skopos method was developed. It is based on the premise that the addressee perceives the slogan message intuitively. As a result, the functional adequacy of the target version of a slogan tends to become more efficient than the word-for-word translated text. Numerous pragmatic factors come into consideration as due to secondary meanings, shifts in emphasis, syntactic, stress and other patterns, the original version fails to achieve the desired impact in the target language. The shorter a slogan is the more likely is its detachment from the original semantic pattern.
