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L’amour de l’impossible: advertising and translation

Sanchez, MT 2011, 'L’amour de l’impossible: advertising and translation' , FORUM -International Journal of interpretation and translation, 9 (2) , pp. 233-254.

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Abstract

The translation of advertisements, in a strict sense, is rarely possible. Linguistic and cultural considerations make the translation of standard texts difficult enough: whether at word level, sentence level or text level translators constantly encounter a number of problems which test to the limit not only their knowledge of source language and target language but even their ingenuity. The language of advertising adds to the complication by usually having a visual component which often resorts to wordplay between text and image. The present article examines a number of cases which pose the question of translation versus adaptation between English and Spanish. All is not lost, however, because the translation of advertisements can also be seen as the ultimate means of being faithful to an ST precisely by being unfaithful to it.

Item Type: Article
Themes: Subjects outside of the University Themes
Schools: Colleges and Schools > College of Arts & Social Sciences > School of Humanities, Languages & Social Sciences > Centre for Translating and Interpreting
Journal or Publication Title: FORUM -International Journal of interpretation and translation
Publisher: ESIT- Université Paris 3 Sorbonne Nouvelle & KSCI
Refereed: Yes
Depositing User: Dr Maria/ M Sanchez
Date Deposited: 12 Jan 2012 11:13
Last Modified: 31 Jul 2014 09:36
URI: http://usir.salford.ac.uk/id/eprint/19353

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