한-아 광고 텍스트 번역에 관한 연구

A Study of Translation in Korean-Arabic Advertisement Texts

This paper examines the translation of Korean - Arabic advertisements to investigate how closely the TT should follow the characteristics of the text type in the target culture to constitute as a faithful translation. It is argued that advertisements, among other genre, meritsfurther analysis because advertisement is a special text made for the communication of a specific goal and function. Also, how effectively the ST goal and function are manifested in the TT will directly influence the communication effect of an advertisement. The findings suggest that translators, as a mediator, should bear in mind that the primary goal of an advertisement is to win the minds of consumers so as to lead to purchase of a product or service. In order to achieve this goal, the paper proposes that translators should not only recognize the constraints caused by different ST and TT text forms and functions but also keep in mind the cultural distances between the ST and TT cultures and how culture may impact communication of marketing strategies in the advertisement. Thus, the role of the translator will become pivotal in the translation of inter-cultural texts.