Исследование возможностей и ограничений машинного перевода при переводе русскоязычных реклам на корейский язык

A Study of the Possibilities and Limitations of Machine Translation in Translating Russian-Language Advertisements into Korean

The objectives of this article are to compare the results of machine translation (MT), human translation (HT) and transcreation (TC) in translating Russian-language advertising into Korean, to analyze the problems and limitations of machine translation and to study the need for transcreation. The tasks of this article are as follows: First, to consider the features of advertising translation. Second, in terms of semantics, stylistics and pragmatics to compare and analyze the results of MT, HT and TC in translating advertising from Russian into Korean, and to identify their differences. Third, to study the problems and limitations of MT in translating advertising. Fourth, to research the need for TC in translating advertising. Based on the results of the analysis, the features and advantages of human translation and transcreation are revealed, which distinguish them from machine translation. MT makes a literal translation depending on the source text and presents an incorrect translation because it cannot understand the purpose and intention of the advertisement. As a result, MT demonstrates its problems and limitations in making creative translations of advertising that can influence consumers. MT failes to capture the stylistic and pragmatic impact of advertising and can't reflect the creative language of advertising text. It should be emphasized that MT is not a tool for translating advertising text. On the other hand, HT produces results that are incomparably better than MT. But although HT applies various strategies and techniques to reflect the purpose and concept of advertising and increase the expressiveness of the advertising language, it fails to maximize the advertising effects, showing a lack of creativity, compared to TC. Therefore, transcreation shows a more strategic, original and creative approach and is an absolutely necessary tool in advertising language translation. When translating advertising language, transcreation has many benefits: 1) reach a wider audience by translating and adapting advertising content and making it accessible to target audiences speaking different languages and belonging to different cultures;2) interact with and influence target audiences;3) increase consumer trust and satisfaction.