What is Cultural Signs

One of the primary functions of a translator is to mediate not only between languages but also between cultures. As ideology is one of the crucial cultural constraints, it is essential to teach students that selection of translation strategy is always either implicitly or explicitly affected by the translator's ideology. Thus, the main aim of this chapter is to illustrate the importance of introducing critical discourse analysis as a powerful tool for ideological analysis in the translation classroom. By understanding how social relations of power are exercised and negotiated in and through discourses, future translators will be able to better operate on different levels during text (re)production and translation of a message. The authors outline the course in which the students were first presented advertising slogans in English, which were later analyzed in the classroom.