Abstract
This research first examines the current status of translation ethics in scholarship as well as in industry. It seeks to determine that a commercial translation, specifically advertising translation and related areas, is within the ethical bounds. All commercial translations have a specific shared attribute, which is to maximise the effect of the message for the target market. Unlike other types of translation, the effect of commercial translation can be comparatively and evidently seen by the client, in promoting either a brand or a product, or a service. Thus, the concept of professional ethics seems to be hard to pinpoint in the circumstances. This paper tries to tackle the issue by a close textual analysis of the strategies employed in the transformation that takes place in the target text representation. It also attempts to delineate if commercial translation goes beyond ethical boundaries or if it is legitimate to adopt tactics as long as the translations remain within the overarching legal framework of commerce. It is concluded that translation in this capacity takes the form of rebranding in the target language society. Priority of translation and transformation in the target text is given to the maximisation of brand and commercial gains.
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Feng, D., Yang, F. (2018). Negotiating Boundaries: Ethical Issues in Commercial Translation. In: Bian, J., Çalıyurt, K. (eds) Regulations and Applications of Ethics in Business Practice. Accounting, Finance, Sustainability, Governance & Fraud: Theory and Application. Springer, Singapore. https://doi.org/10.1007/978-981-10-8062-3_1
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DOI: https://doi.org/10.1007/978-981-10-8062-3_1
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