Assessing The Translation of Arabic Advertisement: Zain Iraq Telecom As a Case Study
Omar Ali Saleh
Tikrit University/ College of science
Fouad Adel Khalaf
Tikrit University/ College of Arts
DOI: https://doi.org/10.25130/Lang.9.1.18
Keywords: Translation assessment, advertisements, Zain Iraq, total equivalence strategy, Partial omission strategy
Abstract
Advertisement is a distinguished form of communication that is delivered to its intended audience through various media including, newspaper, magazines, and websites. The current study is concerned with assessing the translation of advertisements on Zain Iraq telecommunication company's website. The study hypothesizes that adopting semantic translation to translate advertisement tends to deviant the original meaning. To achieve this, six advertisements along with its translations were selected as the sample of the study. The samples were assessed according to Newmark (1988) and Mona Baker's (2018) models. Each of these two models has its own strategies of translation. The study concludes that various strategies could be utilized in order to conduct the translation of advertisements. Semantic translation doesn't deviant the meaning of an advertisement.
References
Abusanaina, Fahmi (2017): The Translation of Rhetorical Devices in English Advertisements into Arabic, Scientific Journal of Faculty of Education, Misurata University-Libya, Vol. 2, No. 9, Sep. 2017 Published on Web 01/09/2017.
Aiwei, Shi (2010): Advertisement as a writing style and strategies for its translation, translation journal, volume14, No. 3.
Baker, M. (2018). In the other words: A course book on translation. London: Routledge..
Kotler, P., & Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15.
Newmark, P. (1988). Approaches to translation. New-York: Prentice-Hall International.
Smith, Karen Louise (2002) The translation of advertising texts : a study of English-language printed advertisments and their translations in Russian. PhD thesis, University of Sheffield.
