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Jerash for Research and Studies Journal مجلة جرش للبحوث والدراسات

Jerash for Research and Studies Journal مجلة جرش للبحوث والدراسات

Abstract

Due to the rapid economic growth worldwide and the need by the international companies to communicate with consumers of different languages and cultures in order to sell their products in different markets, the need has become urgent to take into account the peculiarities of the target audience when they are addressed by international ads campaigns. The attention given to the local needs and singularities within international advertising campaigns involves an integration process of thinking globally and acting locally. But in advertising, acting locally involves a translation process most of the time. The purpose of this study is to give an insight into the ways adopted by translators to localize the international campaigns of ads for publishing in the Arabic newspapers. To highlight these ways, a sample of ads published in some Arabic dailies, namely, the Jordanian al-Rai and ad-Dustour and the Kuwaiti al-Watan and al-Seyassah was chosen for the purpose of this study. The chosen ads show both the original ads text (in English) and the translated version (in Arabic). The study has found that ads which convey information about certain medicines, medication, technological products, invitations and offers are usually translated with little changes to source text. If a change occurs, it will be because of the linguistic constraints and peculiarities of the target language. In the effect-centred ads where the form plays a significant role in achieving a higher effect on the target audience, the translator mostly turns out into a copywriter rather than a mediator as he recreates the message to fit the culture of the target audience. In this case, the non-linguistic peculiarities of the target language lead the translator to adapt and recreate the text in the target language

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