ABSTRACT:
Translation is to be seen as a process of balancing estrangement and appropriation strategies.
In this respect, the translation of advertisements (from English into Romanian) displays a generous transfer of items which are felt as alien in the beginning, but become familiar to the Romanian readership through constant exposure.
Advertisements, as persuasive texts, aim to actively manipulate consumers while being essentially faithful to the producers (brands). This is in fact the basic principle in achieving the equivalent effect in their translation.
In Romanian, such discourse pattern is still being developed and shaped under the influence of English advertisements that are constantly translated as it is only after the 1990s that it become a recognized text-type.
