Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Chidiac, Randa Saliba; Saliba, Marie-Thérèse

doi:10.15405/epsbs.2016.05.8

Cited by 3 publications

(3 citation statements)

References 2 publications

(1 reference statement)

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“…Furthermore, one of the challenges is related to how the readers' cultural beliefs influence their perception of the translated text. For instance, Chidiac and Saliba (2016) indicate that certain advertisements in the west can be offensive to an Arab audience because they contain taboos. Therefore, a full and direct translation is not recommended.…”

Section: Linguistic and Cultural Challenges Encountered In Food Menu mentioning

confidence: 99%

Translating Food Menus from English into Arabic: Linguistic and Cultural Dilemmas

Rushaidi¹,

Ali²

2017

AWEJ‑tls

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Translating food menus is a fundamental communication tool for restaurants and coffee shops to market their products and to inform their costumers about the type, quality and diversity of food and products available for their use. This study aims at investigating some translation strategies used to translate food menus from English into Arabic and the salient linguistic and cultural problems resulted fromthe usage of such inappropriate strategies. This study the focuses the translation strategies used to translate food menus in 10 restaurants and coffee shops in Muscat, Oman and the problems which resulted from the usage of such strategies and what could be suggested to help translation practitioners to handle such challenges. The selection of the corpus was based on practical reasons. The data was analysed descriptively by using frequencies and percentages. The findings revealed that there was a number of translation strategies used frequently to translate food menus in the corpus in questions which are: borrowing, literal translation, using a super ordinate word, amplification, reduction and using a load word plus an explanation respectively. The usage of these strategies caused several problems such as lexical ambiguity, lack of clarity and confusion. The study recommends that choosing the appropriate strategy for translating food menu is of a vital importance to help avoiding translation problems. What is the aim of the study?

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Section: Linguistic and Cultural Challenges Encountered In Food Menu mentioning

confidence: 99%

Translating Food Menus from English into Arabic: Linguistic and Cultural Dilemmas

Rushaidi¹,

Ali²

2017

AWEJ‑tls

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“…A. Malyshenko focused on analyzing slogans in English advertising discourse [4]. Linguistic and cultural problems of advertising texts are raised in the works of O. Borysova [1], J. Hornikx [7], R. S. Chidiac [6], and many others.…”

Section: Introductionmentioning

confidence: 99%

Прийоми Перекладу Лексико-Фонетичних Засобів Виразності У Рекламних Текстах

Khatser

2023

Сучасні дослідження з іноземної філології

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Translation techniques for lexical and phonetic expressive means in advertising texts Прийоми перекладу лексико-фонетичних засобів виразності у рекламних текстахSummary. The article is devoted to the topical issue of the peculiarities of translating English-language advertising texts, namely their lexical and phonetic expressive means. Implementing an expressive advertising plan affects perception's dynamics, quality, and selectivity. It has been proven that the expressive method of the text contributes to achieving the pragmatic goal of changing the addressee's consciousness and behavior and encouraging them to take specific actions. The article analyzes the main definitions of the concept of "advertising text," based on which a generalized definition is given -a special form of content created with high persuasiveness and a clear focus on commercial goals aimed at a certain audience to achieve marketing goals. It is noted that the advertising text is a tool of advertising communication, which is characterized by a high level of expressiveness, which has become a fundamental prerequisite for the pragmaticcommunicative existence of this type of text. The degree of implementation of communicative, pragmatic, and aesthetic functions of advertising texts depends on it. At the phonetic level, the creators of advertising texts most often use various repetitions, which can be both sound and lexical. During the analysis, the following lexical-phonetic means of expression were revealed: alliteration, epiphora, anaphora, rhyme, metaphor, simile, personification, and hyperbole. Among the lexical transformations often found in the translation of lexical means of expression, we single out differentiation, concretization, generalization, semantic development, and compensation. Anaphora is most often conveyed by equivalent or variant correspondences. When translating a rhyming advertising text, it is advisable to preserve the rhyme by creating a new text that necessarily conveys the original style and content. During translation, there is no need to save alliteration because it is more characteristic of the English language and often does not coincide with the rules of the Ukrainian language.

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“…Whatever the strategy may be, it must affect the TL audience, as advocated by Hamade (2008) who also called for investigating the limitations of ad translation into Arabic as a separate genre. Since any ad is originally intended for a specific audience, the role of translation would be "moulding" it into a new one that influences a different audience (Chidiac and Saliba: 2016). To maintain the function of an ad in the TL, Boziane (2016) suggested to use both of Vermeer's (1989) 'skopostheorie ' and Venuti's (1995) 'foreignization' .The former would help to adjust the ad to the local norms, while the latter may preserve some key textual elements (Boziane, 2016: 145).…”

Section: Introductionmentioning

confidence: 99%

Ideology in Advertising: Some Implications for Transcreation into Arabic

Al-Omar

2020

Hikma

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Ideology has a twofold sense in advertising. One is general and aims to standardize the consumers' needs and traits by globalized means to persuade them to buy the products. The other is specific whereby the advertisement campaigns can introduce, reinforce and /or challenge some ideological values as of politics, religion, race and gender. To sell globally, advertisements are translated into other languages. This requires adjusting the ideological values to the Target Language (TL) audience. When the ideological dimension of the TL is given priority, transcreation, instead of translation per se, becomes the best choice. Unlike the traditional translator who is expected to be faithful to the Source Language (SL), the transcreator should always maintain proximity to the TL ideology so as to avoid unwanted sensitivities of the TL audience and should adopt creative ideas in order to achieve resonance in the TL. The present paper aims to investigate the implications of advertising ideology for transcreation into Arabic. The global advertisement campaigners seem to be aware that Arabic and Islam represent a unified ideology represented in values of national identity, politics and gender. Most transcreation of these campaigns have achieved both proximity to the TL audience and creativity of ideas that do not clash with the ideological status quo in the Arab World. But despite the laudable reputation of transcreation nowadays in the Translation Studies literature as the best strategy of advertisement translation, it looks like it cannot escape the twofold sense of ideology in those texts. While it does embrace diversity of ideological values of SL and TL, an advertisement campaign transcreation is unable to outbalance the general and more solid ideology of standardizing the consumers' needs and motives.

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Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Cited by 3 publications

References 2 publications

Translating Food Menus from English into Arabic: Linguistic and Cultural Dilemmas

Translating Food Menus from English into Arabic: Linguistic and Cultural Dilemmas

Прийоми Перекладу Лексико-Фонетичних Засобів Виразності У Рекламних Текстах

Ideology in Advertising: Some Implications for Transcreation into Arabic

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