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Article published In: FORUM
Vol. 9:2 (2011) ► pp.233–254

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L’Amour de l’Impossible

Advertising and translation

 | University of Salford, UK |
Published online: 1 October 2011
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https://doi.org/10.1075/forum.9.2.11san
Abstract/Résumé
Traduire la publicité, à proprement parler, c’est rarement possible. Des facteurs linguistiques et culturels font que la traduction des textes standard soit assez difficile: au niveau des mots, des phrases, des textes, les traducteurs ont affaire constamment à maintes problèmes qui mettent à l’épreuve non pas seulement leur connaissance de la langue de départ et de la langue d’arrivée mais aussi leur ingéniosité. La langue publicitaire ajoute encore des difficultés supplémentaires parce qu’elle présente souvent une image visuelle qui, en plus, crée des calembours entre texte et image. Cet article analyse quelques exemples qui posent la question de la traduction vis-à-vis de l’adaptation entre l’anglais et l’espagnol. Néanmoins, cette adaptation n’est pas tout à fait une perte, parce que, en fin de compte, il est possible de percevoire la traduction du langage publicitaire comme un moyen d’être fidèle à la langue de départ précisément à travers de l’infidelité.
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