No abstract

No abstract

Intercultural communication in the global environment frequently involves recourse to translation. This generates new phenomena which, in turn, raise new questions for translation theory and practice. This issue is concerned with the concept of the hybrid text as one of these phenomena. In this introductory chapter, a hybrid text is defined as: „a text that results from a translation process. It shows features that somehow seem ‘out of place'/‘strange'/‘unusual' for the receiving culture, i.e. the target culture”. It is important, however, to differentiate between the true hybrid, which is the result of positive authorial and/or translatorial decisions, and the inadequate text which exhibits features of translationese, resulting from a lack of competence. Textual, contextual and social features of hybrid texts are postulated (see discussion paper). These are the object of critical reflection in sub-sequent chapters, in relation to different genres. The potential of the hybrid text for translation research is explored.

This concluding chapter provides responses to some of the issues raised in the individual chapters, highlighting similarities and differences in the interpretation of the concept of the hybrid text. The questions dealt with here concern the notion of hybridity and the definition of hybrid text; the contexts in which hybrid texts emerge; the functions of hybrid texts; the various levels at which hybrid phenomena manifest themselves; the genres to which the notion of the hybrid text applies; the effects of hybrid texts; and the status of a hybrid text in Translation Studies. It is concluded that the phenomenon of the hybrid text involves greater complexity than had initially been defined in the discussion paper. There-fore, the original hypothesis is reformulated to account for the fact that hybrid texts are not only the product of a translation process but that they can also be produced as original texts in a specific cultural space, which is often in itself an intersection of different cultures.

No abstract

No abstract

No abstract

The translation of advertising as written text still demonstrates many of the problems of cross-cultural transfer which have formed the object of Translation Studies research in recent years. Source text induced target text production is very often the norm, with more of a documentary than instrumental view of the intended ST/TT relationship (Nord 1991). Marketing experts do not always fully exploit the expertise of the translator, although not to do so may (sometimes seriously) affect the success of an advertising campaign. This paper, on the one hand, seeks to highlight some of the problems observed in advertising texts in the language pair English-French and, on the other hand, to discuss the relevance of culture-specific factors of a message in the functionally-successful translation of advertising texts.