Dynamic Equivalence as a Cultural and Linguistic Strategy in Advertisements

Abstract

This study examines the concept of dynamic equivalence as a linguistic tool in translating advertising slogans in international markets. It compares five international brands like Coca Cola, Intel, Pepsi, Electrolux and American Airlines, to determine how translations maintain the persuasive intent and brand recognition across different cultures. The results demonstrate that dynamic equivalence facilitates the successful Cross Cultural communication where the intended emotional effects are expressed in the translation as observed in Coca Cola’s campaign in Pakistan and Pepsi’s campaign in India. The case studies of Intel in Brazil, American Airlines in Spanish speaking countries and Electrolux in the United States however show the danger of literal translation resulting in confusion, humor or unintentional meanings. The research concludes that dynamic equivalence provides a very useful concept to preserve brand identity and response among the audience in cross cultural advertising.