Die interkulturelle Dimension von Werbeanzeigen — eine übersetzungsrelevante kontrastive Textanalyse

Abstract

The language of advertising, although based on everyday speech and each society's value system, has special characteristics. Standardization of advertising language across linguistic and cultural barriers is made difficult by the peculiarities of each language and each society. Similarities and differences between advertising of cosmetic products in Germany and Spain are analyzed on the basis of a corpus of forty ads (20 in German and 20 in Spanish).