챗GPT와 파파고 Plus의 화장품 광고 텍스트 번역전략에 관한 소고 : 한베ㆍ영베 번역 비교를 중심으로

A Study on Translation Strategies of Cosmetic Advertisement Texts through a Comparison of AI Translators (ChatGPT and Papago Plus): Focusing on Korean–Vietnamese and English–Vietnamese Translation

This study aims to examine translation strategies that can enhance product sales by comparing the differences between Vietnamese translations of Korean-English bilingual advertising texts produced using ChatGPT and Papago Plus. For this research, paper product manuals from Laneige cosmetics were translated into Vietnamese using ChatGPT and Papago Plus, and the resulting translations were evaluated by Vietnamese reviewers. A total of 21 translated samples were analyzed, revealing that 11 translations generated by ChatGPT frequently exhibited “omission” phenomena, while 10 translations produced by Papago Plus showed a high occurrence of “translation errors.” Based on these findings, the study suggests that advertising texts written in Korean and English should prioritize readability and accessibility—avoiding the excessive use of Chinese characters or difficult vocabulary—to ensure that generative AI can interpret and translate them more effectively