AL-MUTARĞIM المترجم
Volume 7, Numéro 1, Pages 23-32
2007-06-30

Advertisement Discourse And Linguistic Untranslatability



Authors : Mohammed Yazid Bendjeddou .

Abstract

The purpose of this talk is to discuss the difficulties characterising the translation of specific and relevant linguistic items in advertisements. The talk will use as theoretical back round J.C. Catford's discussion of the notion of linguistic untranslatability and is divided into three parts. In the first part I shall focus on some problems of definition that characterize such items as discourse, text, and context, and analyse the specificities of the advertisement discourse. The second part will concentrate on the discussion of the notion of linguistic untranslatability and point out some of the cases where this issue may prove of an utmost importance. In the third part, I shall analyse the discourse of precise advertisement examples and show to what extent linguistic untranslatability affects the transfer of advertisements.

Keywords

Advertisement; Discourse; Text; Context; Linguistic; Untranslatability.

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