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Investigating The Translation and Adaptation of English Advertising Expressions into Arabic | ||
| Journal of Language Studies | ||
| Volume 9, Issue 1, March 2025, Pages 324-345 PDF (796.57 K) | ||
| Document Type: Original Article | ||
| DOI: 10.25130/Lang.9.1.19 | ||
| Authors | ||
| Owrass Ahmed Issa1; Anfal Qubais Sa’eed Al-Fahadi2 | ||
| 1Ministry of Education, Kirkuk Education Directorate | ||
| 2Mosul University, College of Arts | ||
| 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. | ||
| Keywords | ||
| Adaptation; advertising; strategies; Transcreation | ||
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