论广告的可译性与适译性

On the Translatability and Translation Suitability of Advertisements

针对译界学者们对广告可译性的不同态度,从界定“译”字的范畴出发,论证了广告的可译性及其限度,指出广告中不适译现象的存在。通过实例分析,说明不适译广告本身的特殊性限制了译文可能获得的效果,因此,应对不同广告采取不同的处理方法,以使跨国广告达到最佳效果。

In view of researchers＇ different opinions on the translatability of advertisements, this article first criticizes the undue use of the concept of “translation” and then points out that advertisement on the whole are translatable but some advertisements are not suitable for translation. The article analyzes the special features of the advertisements unsuitable for translation and suggests that different approaches should be used to deal with different advertisements in order that cross -nation advertising will achieve the best possible effect.