Marketing translation between German and Czech on the example of a promotional magazine

This diploma thesis deals with marketing translation from German to Czech. The aim was to analyse several articles from a promotional magazine in order to prove whether the translation process of these articles meets the requirements of transcreation and whether these articles are adapted to the needs of Czech customers and market. The thesis consists of two parts. The theoretical part deals with the language of advertising in both German and Czech and also with the terms adaptation, localization and transcreation within translation studies. The empirical part contains an interview with an employee of the company which distributes the analysed promotional magazine, and an analysis of the articles based on the model of Katharina Reiß. The results show that according to the criteria based on the work of Daniel Pedersen and Nina Sattler-Hovdar, the translation process of these articles can be considered as transcreation. Both the interview and the analysis also prove that an adaptation to the needs of Czech customers and market takes place, even though to a lesser extent than expected