On The Translatability Potential Of "Cultural Untranslatability"

The issue of translatability has occupied a central position in the development of translation studies.And the translation of advertisements,as a way of cross-cultural communication,has become more and more important.This thesis presents an interesting discussion on the history-honored topic of translatability with specific concentration on cross-culture translatability,which is further exemplified by case studies of advertisement translation.Traditional researchers in translation studies tend to believe in the existence of"cultural untranslatability"and limit its translation to traditional methods.The purpose of this thesis is to explore the theoretical and practical limitations and to shed new light on the"translatability potential"and its translation from the perspective of linguistic philosophyThe research methodology is based on a combination of theoretical analysis and empirical illustration.Rush Rhees and Ludwig Wittgenstein's linguistic philosophy is adopted to as an new perspective to perceive cross-cultural translation.The theoretical framework is based on the principle of Isomorphs,the law of knowability, the common humanity of man etc.To strengthen the convincement,case studies of advertisement translation in Chapter four are made to prove empirically.Based on the theoretical discussion and empirical exemplification,this thesis draws the conclusion:cross-cultural translation is a dynamic process rather than a static state.The"cultural untranslatables"at the present moment has the potential of translatability.