El euskara en la publicidad bilingüe: el proceso de creación y traducción de los anuncios

Abstract

Analysing advertising in Basque language (Euskara) is of great importance, both in the attempt to linguistic normalization, and from the point of view of business profitability. The advertisements published in Basque are not usually monolingual, since they are frequently accompanied by the advertisement in Spanish. Therefore, the main purpose of this paper is to analyse this bilingual creative work from a qualitative methodology, through the interviews with prestigious advertisers and translators. The study shows the peculiarities and details of the process and its impact on the advertising message in Basque language.