Investigating The Translation and Adaptation of English Advertising Expressions into Arabic
Owrass Ahmed Issa
Ministry of Education/ Kirkuk Education Directorate
Anfal Qubais Sa’eed Al-Fahadi
Mosul University/ College of Arts
DOI: https://doi.org/10.25130/Lang.9.1.19
Keywords: Adaptation, Advertising, Strategies, Transcreation
Abstract
This paper aims to investigate the translation and adaptation of English advertising expressions into Arabic. The objective of the study is to provide insight into the strategies adopted by translators when translating and adapting advertising expressions. It focuses on the advertising translation strategies used in translating English advertising expressions and the obstacles faced by translators in this process. This study hypothesizes that using adaptation in translating advertisements significantly contributes to achieving reliable translation. Additionally, combining translation with approximation produces a reliable translation. It also hypothesizes that M.A. students have limited knowledge of advertising expressions. The study employs an analytical descriptive method, with data collected through a questionnaire administered to (6) M.A. translation students. This study adopts advertising translation strategies. In light of the findings, this study recommends that advertising translators should have a strong grasp of advertising expressions in both languages and consider both cultural and linguistic elements.
This study consists of eight sections: Section one represents the introduction of the study; section two outlines the concept of translation and adaptation; section three discusses the concept of advertisement; section four examines the conditions and types of adaptation; section five explores the topic of transcreation; section six focuses on strategies for translating advertising; section seven presents the analysis, while the findings and discussion are reported in section eight.
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