Includes bibliographical references and index.

Introduction: Why a book on the translation of promotional texts? -- Promotional translation and professional practice -- Key issues in promotional translation -- Translating self-promotion -- Translating business-to-business promotion -- Translating institutional promotion -- Translating business-to-consumer promotion.

"The translation of promotional and advertising texts requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving their persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers the key types of promotional texts, including personal, business to business, institutional, business to consumer and advertising. With numerous examples from a wide variety of languages and media, taken from the author's own professional experience and observations, this volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It also provides insight for research into promotional and advertising translation. This second, updated edition offers entirely new sections on self-promotion in social media, text analysis, and tools for the cross-cultural appraisal of promotional texts. Revised with new examples, a glossary of terms and activities and tasks on The Routledge Translation Studies Portal, this is the essential text for students, researchers, translators and professionals working in copywriting, marketing, public relations or related areas"--