Advertising Language Seen on The Morphological Plane

Year 2017, Volume: 4 Issue: 2, 48 - 54, 01.11.2017

Luela Lıcı Brikena Kadzadej

Abstract

Advertising is an element
of the social life with the highest frequency of influence. It is always with
us. We encounter it everywhere: on the street, in the shop, on the TV, in the
newspaper, on the internet. Advertising is showing impact in the behavior of
the society and people. Use of foreign advertisements is a new phenomenon of
twenty last years in Albania. The expansion of the trade relationships and
increase of import products have created opportunities for the foreign
investors to bring advertising materials with them. To make the advertising
materials appropriate for the Albanian culture, the investors translate foreign
advertisements. As the English is the language of commerce, it is the source
language of advertisements.  Translated
advertisements can be acceptable and useful if they take into consideration the
Albanian socio-economic context, culture and features of the Albanian language,
otherwise not effective translation strategies can produce a target version
advertisement, which may deter sales. In this context, the presented research
aims to explore the issue of translated advertisements from English into
Albanian language (and occasionally German language) in terms of parts of
speech by examining Albanian newspaper advertisements and occasionally we refer
to local and German television advertisements, to draw some parallels and to
move towards an objective approach.

Keywords

Advertisements, advertisement language, parts of speech, morphological plane, newspapers, TV advertisements

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