The translation of fast-food advertising texts from English to Arabic

• Main Author: Al Agha, Basem Abbas
• Other Authors: Kruger, Alet
• Format: Others
• Language: en
• Published: 2009
• Subjects: descriptive translation studies; phrases; logos; culture-specific concepts; translation strategies; advertising agencies; fast food; Advertising; 418.02; Translating and interpreting; Advertising > Food > Translating; English language > Translating into Arabic; Intercultural communication
• Online Access: Al Agha, Basem Abbas (2009) The translation of fast-food advertising texts from English to Arabic, University of South Africa, Pretoria, <http://hdl.handle.net/10500/2325>; http://hdl.handle.net/10500/2325

On the assumption that the translation strategies used to translate American fast-food advertisements into Arabic cause the Arabic translations to be culturally bound to their originals, the aim of the present study is to identify such translation strategies. The study was conducted with the aid of questionnaires as a primary research method to obtain data which are then complemented by means of textual analyses of the corpus. The findings reveal that the main translation strategies used to translate phrases in fast-food advertisements from English into Arabic are borrowing and transliteration. The overall finding is that inadequate translations of culture-specific concepts, phrases, logos and terms produce target texts which are bound to the source texts. This causes the translations to be rejected by the target culture. === Linguistics and Modern Languages === M.A. (Linguistics)