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    • Abbreviated Title: Int. J. Lang. Lit. Linguist.
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    • DOI: 10.18178/IJLLL
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HOME > Archives > 2025 > Volume 11 Number 1 (2025) >
IJLLL 2025 Vol.11(1): 5-11
DOI: 10.18178/IJLLL.2025.11.1.564

Strategies and Challenges in Advertising Slogan Translation: A Theoretical and Empirical Analysis

Yixue Li
Dalian University of Foreign Language, Dalian, Liaoning Province, China
Email: lisheryl517@gmail.com (Y.X.L.)

Manuscript received October 5, 2024; revised November 19, 2024; accepted December 20, 2024; published January 22, 2025.

Abstract—Advertising slogans form an essential component of brand communication and serve as the initial impression of a product. In the current globalized economy, effective translation of advertising slogans is critical for cross-cultural marketing. The translation of advertising slogans presents unique challenges due to linguistic and cultural differences between languages, such as Chinese and English. This study begins by outlining the defining characteristics of advertising slogans, such as brevity, creativity, and rhetorical richness. It categorizes translation strategies into four main approaches: literal translation, free translation, creative translation, and condensed translation. Each strategy’s effectiveness is examined through comparative and qualitative analysis of realworld examples from well-known brands, with a focus on preserving cultural resonance, emotional appeal, and stylistic coherence. Additionally, it explores common rhetorical devices used in advertising slogan translation to enhance appeal across diverse audiences. Through theoretical frameworks and empirical analysis, this study aims to deepen understanding of effective advertising slogan translation strategies.

Keywords—advertising slogans, translation methods, crosscultural communication, translation equivalence, rhetorical devices 

Cite: Yixue Li, "Strategies and Challenges in Advertising Slogan Translation: A Theoretical and Empirical Analysis," International Journal of Languages, Literature and Linguistics, vol. 11, no. 1, pp. 5-11, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 
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