LOS ALIOCULTUREMAS EN LA PUBLICIDAD EUROPA: UN ESTUDIO DE ESTA ESTRATEGIA DE NO TRADUCCIÓN EN CINCO LENGUAS

Abstract

This  paper  deals  with  the use of foreign  terms  and their  cultural  values  in advertisements  published  in five European  countries:  Germany, France, Spain, Italy and  the United Kingdom. We  study  the  relations between  advertising  and  culture, and attempt to determine  the cultural values that such foreign words, which we call ‘alioculturemes’, carry with them. A definition of the term ‘aliocultureme’ is proposed, differentiating it from terms  such as ‘borrowing’ and ‘culturally-bound words’. We classify the alioculturemes  according to their origin, and indicate which terms appear most frequently  in the advertisements  of our corpus, and in which country. Finally, we speculate as to why this trend exists in European  advertising.