machine translation of english advertisingslogans: a semantic analysis

Translation is a channel of communication between different nations and should not beregarded as a simple matter. machine translation (mt), has provided a solution for people whoneed quick and inexpensive translations; however, the appropriateness of the output must not beignored. the commissioner and the translator, who determine the skopos and the dimensions ofadequacy according to the translation commission, play a pivotal role in the translation process.the purpose of this study is to show the efficiency of mt in the advertising industry. to this end,50 english slogans are selected and the persian translations of these slogans, provided by mt, areaccurately compared with the appropriate use of equivalents approved and accepted by theresearchers. after data analysis, the appropriateness and accuracy of the translations will bediscussed in terms of relativity and contextuality of the choice of translation strategy. this studyaims to make an effort in evaluating and possibly suggesting improvements regarding the outputof machine translations so that the message of a slogan can be easily and clearly transferred to thereceiver. the second objective is that one may need to know what changes to make before givingthe slogan to the translation machine in order to have a better output. finally, this piece ofresearch aims to compare the output of the machine translation with the original slogan. as aresult, this research proves that mt of slogans cannot be changed since the concept will changeas well. in some cases, the result of mt can be used as an equivalent to the original by applyingsome minor changes. however, for advertising slogans, changes in structure, length, tense,semantics, etc. should be made to preserve the message.