Abstract
This research report discusses the translation of advertisements paying attention to
persuasion, semiotics, and symbolism. It illustrates the importance of symbolism and semiotics in persuading consumers across cultures. The research uses Coca‐Cola as a case study in order to discuss the strategies used by translators in translating persuasive text in print advertisements across cultures and to elaborate on key issues in the translation of advertisements and on theories that are very useful to translators of advertising materials.
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