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It analyzes the advertising language, including rhetorical devices such as metaphor, metonymy, pun, repetition, and word blending, and explains how cultural differences between source and target texts create translation difficulties. The research highlights key translation techniques and strategies translators use to produce effective versions, and frames the study through qualitative methodology and comparative linguistic-stylistic analysis.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-challenges-in-translation-of-commercial-advertisements-from-english-into-azerbaijani/138526/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/the-challenges-in-translation-of-commercial-advertisements-from-english-into-azerbaijani/138526.png","ImageObject",300,407,{"name":92,"@type":93},"Melati","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-09-20","2026-08-23",true,{"@type":102,"interactionType":103,"userInteractionCount":24},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What kinds of challenges occur when translating commercial advertisements from English into Azerbaijani?","Question",{"text":112,"@type":113},"The thesis identifies linguistic, stylistic, and cultural challenges that go beyond literal translation, including difficulties created by differences between the source and target cultures and languages.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"Which elements of advertising language does the thesis focus on?",{"text":117,"@type":113},"It examines rhetorical devices commonly used in advertising texts—such as metaphor, metonymy, pun, repetition, and blend words—along with how these features affect translation.",{"name":119,"@type":110,"acceptedAnswer":120},"What approach and methods does the thesis use to study the translation difficulties?",{"text":121,"@type":113},"The research uses qualitative methods, analyzing source and target texts from linguistic, stylistic, and cultural perspectives, and applying comparative, descriptive, and lingua-stylistic analysis to the collected data.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},138526,1787483084,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":24,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":129,"read_time":144},962085570644,"https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","KHAZAR UNIVERSITY  \nSchool: Graduate School of Science, Arts and Technology  \nDepartment: English Language and Literature  \nMajor: 060203 – Translation (English)  \nMASTER’S THESIS  \nTheme: The Challenges in Translation of Commercial Advertisements  \nfrom English into Azerbaijani  \nStudent: MANargiz Novruzlu  \nSupervisor: Dr. Irina Orujova  \nXƏZƏR UNİVERSİTETİ  \nFakültə: Təbiət elmləri, Sənət və Texnologiya Yüksək Təhsil  \nDepartament: İngilis dili və Ədəbiyyatı  \nİxtisas: 060203 – Tərcümə (İngilis dili)  \nMAGİSTR TEZİSİ  \nMövzu: Kommersiya Reklamlarının İngilis dilindənAzərbaycan dilinə tərcüməsi zamanı yaranan çətinliklər  \nMagistrant: Nərgiz Novruzlu  \nElmi rəhbər: fil.f.d.dos. İrina Orucova  \nTABLE OF CONTENTS  \nINTRODUCTION………………..…………………………………………………...…..4  \nCHAPTER I. THEORETICAL FRAMEWORK OF TRANSLATING ADVERTISEMENTS AND SLOGANS………………………………………….……...6  \n1.1.Defining advertising…………………………………………………………................6  \n1.2. The language of advertisement………………………………………………...............9  \n1.3. Advertising slogans……………………………………………………………….......21  \n1.4. Culture and advertising…………………………………………………………….…22  \n1.5. Culture and translation………………………………………………………….…….26  \nCHAPTER II. TRANSLATION OF ADVERTISEMENTS AND SLOGANS………28  \n2.1. Translation of advertising texts……………………………………………...…..........28  \n2.2. The techniques and strategies of translating advertisements and slogans…….............33  \nCHAPTER III. MAIN CHALLENGES IN ADVERTISEMENT TRANSLATION…39  \n3.1. The methodology applied to conducted research……………………….......…...........39  \n3.2. Data analysis…………………………………………………….…………….…........39  \n3.3. Discussion of the Data…………………………………………………………...........63  \nCONCLUSION…………………………………………….………………………..........65  \nREFERENCES……...………………………………………………………………........67  \nAPPENDIX I………………………………………………………………………...…....71  \nAPPENDIX II……………………………………………………………….…………....73  \nINTRODUCTION  \nAdvertisements are a part ofour lives. We come across them almost everywhere, on the radio, Internet, TV, in newspapers and magazines, even while walking through the city so they are impossible to avoid. As global brands continue to increase, the need for effective translation becomes crucial. Nowadays, most brands advertise their products and services internationally. Many foreign brands sell its products in Azerbaijani market so some of the commercials are translated into Azerbaijani. During the translation process, translators may face different cultural and linguistic challenges as the advertisement translation goes beyond literal translation. This paper studies the challenges that occur in the translation of commercial advertisements from English into Azerbaijani and how translators overcome these difficulties.  \nAs it is known, the goal of any commercial is to attract customers’ attention so a lot of rhetorical devices such as metaphor, metonymy, pun, repetition, blend words etc. are used in advertising texts. Additionally, cultural differences between the source and target texts may make challenges during the translation process. Translators should have comprehensive knowledge about both cultures and choose the right translation techniques and strategies to translate the advertisements successfully. The paper examines rhetorical devices, cultural nuances, main translation techniques and strategies.  \nActuality of the Thesis: Our research is very important as it suggests solutions to overcome the problems in advertisement translation by addressing the linguistic, stylistic, and cultural aspects. Furthermore, there is scarcity of research focused on the challenges in advertisement translation especially in Azerbaijani. Translation studies mainly have explored translation techniques and strategies. Our research fills the gap by analysing the challenges involved in commercial advertisements from English into Azerbaijani.  \nThe Objects of the Thesis: The commercial advertisements and their translated versions are the objects of the thesis. The focus is on ","cbCaiq6P9DTUBhFI","https://ap.wps.com/l/cbCaiq6P9DTUBhFI","pdf",1022787,73,"English","# Introduction\n## Defining the problem and relevance\n## Research objects, subject, aims and objectives\n## Research question and methodology\n## Thesis structure\n# Chapter I. Theoretical Framework of Translating Advertisements and Slogans\n## Defining advertising\n## The language of advertisement\n## Advertising slogans\n## Culture and advertising\n## Culture and translation\n# Chapter II. Translation of Advertisements and Slogans\n## Translation of advertising texts\n## Techniques and strategies for translating advertisements and slogans\n# Chapter III. Main Challenges in Advertisement Translation\n## Methodology applied to conducted research\n## Data analysis\n## Discussion of the data\n# Conclusion\n# References\n# Appendix I\n# Appendix II","[{\"question\":\"What kinds of challenges occur when translating commercial advertisements from English into Azerbaijani?\",\"answer\":\"The thesis identifies linguistic, stylistic, and cultural challenges that go beyond literal translation, including difficulties created by differences between the source and target cultures and languages.\"},{\"question\":\"Which elements of advertising language does the thesis focus on?\",\"answer\":\"It examines rhetorical devices commonly used in advertising texts—such as metaphor, metonymy, pun, repetition, and blend words—along with how these features affect translation.\"},{\"question\":\"What approach and methods does the thesis use to study the translation difficulties?\",\"answer\":\"The research uses qualitative methods, analyzing source and target texts from linguistic, stylistic, and cultural perspectives, and applying comparative, descriptive, and lingua-stylistic analysis to the collected data.\"}]","The Challenges in Translation of Commercial Advertisements from English into Azerbaijani | PDF",184]