Il ruolo della teoria nella motivazione e nella giusificazione delle scelte traduttive nell'ambito della traduzione pubblicitaria: quali norme insegnare?

The current trend in advertising translation is not to apply theoretical translation models. Nowadays, the competence of professional translators is mainly based on experience and despite the efforts of empirical research, theory seems to be of little use to translators. The question is: can the theoretical support be useful to the advertising translator? Can the process in professional translation be explained in terms of norms when we talk about a peculiar discourse with a pragmatic meaning such as advertising? In order to determine if and how theory and norms can motivate and justify translation strategies, this paper explores reasons behind the main difficulty in translation process by revealing both the nature of persuasive discourse in advertisement and external factors such as Market and Advertising Regulation.