When the goal is to reach the consumer. Advertising translation in fast-food chains from a phraseological and diatopic point of view (EN-ES-FR)

Abstract

The purpose of this article is to highlight the importance of phraseology and diatopic variation in advertising translation. For this, we first make a theoretical journey where the concepts of linguistic variation and phraseology are broadly exposed. Specifically, we delve into the translation of collocations in advertising from a diatopic point of view. Secondly, we present the practical element. This consists of a translation analysis of some of the collocations present on the American websites of the fast-food chains McDonald’s and Burger King, as well as their Spanish, Mexican, French and Canadian variants. Finally, the conclusions and the possible future lines of research are presented.