Strategien und Lösungen bei der Übersetzung von identitätsstiftenden Unternehmenstexten am Beispiel einer Kundenzeitschrif

The article addresses the phenomenon of corporate language and the transfer of its semantic-lexical strategies, such as company-specific technical terms, from German into Polish based on customer communication texts of an automotive company. The concept of corporate language has evolved from normative-practical concepts, such as corporate wording, to linguistically-based models, such as corporate style. A corporate language is a single language phenomenon, however, in international corporate communication corporate text translation plays an important role, and attention must also be paid to the company-specific language style that sets the company apart from competitors in the same industry. A corporate language comes into play especially in external communications. This article investigates examples of external communications, specifically customer magazine texts. It also addresses the links between linguistic style and corporate identity, which must be given linguistic expression in the target texts.