Forms of Address in Website and Software Localization from English into Bulgarian

Authors:

Pages: 119-126
DOI: https://doi.org/10.54664/WKEJ3643

Abstract:

Texts pertaining to the digital genres of websites and software share one key characteristic feature – they all address an unknown user behind the screen. In translation for localization from English into Bulgarian, this inevitably leaves the translator at a crossroads when it comes to the choice of form of address, an asymmetric category in these respective languages. The current paper analyses the variants of address found applied in already localized products in Bulgarian, the possible rationale behind adopting those variants, and the linguistic and extralinguistic limitations in translation for localization affecting them, in order to find existing patterns of good or bad practices and show whether there could be one universal solution to the translation problem regarding form of address.

Keywords:

form of address; software localization; website localization; digital genres; translation problems.

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