Jorge Juan Vega y Vega

ABSTRACT
Until now, and according to a descriptive approach, researchers have been trying to answer the question “How do we translate an advertisement?” without considering the intrinsic nature of advertising discourse. Yet, to adapt an advertisement, translators are supposed to know and understand the rhetoric nature of advertising, meaning by rhetoric the art of communication and persuasive discourse. Thus, the real question for translators in the advertising sector is not really “How do we translate?” but rather “What do we translate?” Taking a prescriptive approach, we analyze in this paper advertising discourse as a perlocutionary act, focusing on argumentation and its more elementary models. Therefore, we propose a theoretical guideline aimed at translators and based on argumentation theory applied to advertising and its translation.