MULTICULTURAL INFLUENCES ON LATVIAN ADVERTISING

Gunta Ločmele
2017 Vertimo studijos  
This paper examines how multicultural influences have contributed to the formation of Latvian advertising today. It deals with the following features of the Latvian advertising: compression of information, personalization, inclusion, elements of graphic design in written texts and expressive language means. Off-grade advertising texts that often are hidden translations from English do not foster the interest of consumers. However, a positive multicultural impact benefits the development of the Latvian advertising language.
doi:10.15388/vertstud.2010.3.10589 fatcat:eo2p6movn5aolihf6frpjepxke