A Comparative Analysis of English-Persian Advertisements and the Influence of International Marketing

Recent studies have suggested that with the development of economy, politics, and culture, advertisements translation play a significant role in public areas and even in private. It is necessary to take the culture of the consumer who the marketer tries to present the product into account. This study will analyze two advertisements for English-Persian FTAA (Free trade area of America) and oil and gas trade in Iran during post sanction. In this study both verbal and visual aspects of advertisements besides the translation from the SL to TL will be relevant to gain an insight into the similarities and differences between two languages based on intercultural and international marketing. Therefore, the theories of R.Cateara and L.Graham (2002), Forcevill (1996), and Lakoff and Johnson (1980). In sum, it is concluded that in transferring English advertisements into Persian advertisement, the soul of translation based on culture, metaphor, verbal and visual should not be neglected, on the contrary, the translator should be acquired metaphors, cultural points, in both languages explicitly in text and language instruction and research should be the actual goal. In other words, the system of language and culture is both complex of norms and habits. So, transferring idea from Persian marketers to English marketers and vice versa should be with standardization and differentiation of an international marketing and translating.

کلیدواژه ها:

Comparative Analysis ، English-Persian Advertisements ، International Marketing ، Intercultural Translation