Study of Translation Strategy Applications in Clothing Brand Advertising Slogans in Iran

Advertising is an important part of marketing which has great influence on the way people behave and think. An advertisement slogan is a form of logo that sums up specialty, benefit, and marketing position. The present study aimed to investigate the strategies used in translation of clothing brand advertisement slogans from English to Persian in Iran. The study sample consisted of 50 clothing brand advertising slogans, which were translated by 30 B.A. and 30 M.A. senior English translation students both from Marvdasht Azad University, and 30 M.A. English translation teachers (with at least five years of experience) from different English language institutes in Shiraz. All participants were selected through availability sampling. Vinay and Darbelnet’s (1995) model was used to analyze the data,. The findings revealed that literal translation was the most frequently used strategy by the three sample groups. Borrowing was the least frequently used strategy by M.A. teachers and M.A. students; whereas, and adaptation was the least frequently used strategy by B.A. students. The three groups were statistically same in using borrowing and adaptation but were different in using calque, literal, transposition, modulation and equivalence. The study is expected to benefit advertising agencies, students and teachers of translation.