Abstract: Journal of Digital Marketing, E-Commerce, and Consumer Analytics

Abstract:
Metaphorical expressions are abundant in culture- bound concepts so much that they are closely related to particular cultural community. Metaphor translation has been subject to study recently and it presents chal lenges of approaching the text culturally, linguistically or even conceptually. Therefore, translating metaphors does in fact involve a number of factors and not only restricted to the provision of linguistic equivalences of the texts in question. This paper attempts to elaborate types of metaphor and the possible approaches of their translation from English into Albanian. The distinction between metaphor and simile has been attempted to be pointed out. It has also been elaborated why a metaphor should not be translated into a simile in Albanian or Macedonian language when translating metaphors. A great amount of attention has been paid to the definition of conceptual metaphors, according to which our concepts root in our experience and culture.