NAVIGATING CULTURAL TRANSITIONS: A COMPARATIVE ANALYSIS OF TRANSLATED ADVERTISEMENTS THROUGH LOCALIZATION

Autores

  • Abdelkrim Chirig Applied Language and Culture Studies Lab (ALCS), Chouaib Doukkali University https://orcid.org/0000-0003-2864-5532
  • Karima Bouziane Applied Language and Culture Studies (ALCS), Chouaib Doukkali University/ CEOS.PP, ISCAP, Polytechnic of Porto https://orcid.org/0000-0003-1510-9087
  • Marouane Zakhir Applied Language and Culture Studies (ALCS), Chouaib Doukkali University

DOI:

https://doi.org/10.34630/polissema.v1i23.5230

Palavras-chave:

Tradução de anúncios, Cultura oriental, Produto, Localização, Cultura ocidental

Resumo

O aumento dos anúncios nacionais e o seu reconhecimento internacional através da tradução conduziram à aceitação de um número significativo de anúncios traduzidos. Essa aceitação pode ser atribuída, em grande parte, ao profundo impacto que estes anúncios traduzidos têm nos processos cognitivos, nas reações psicológicas e nos hábitos de compra dos indivíduos. O objetivo deste estudo é uma análise comparativa das semelhanças e diferenças na tradução de produtos específicos do mercado do inglês para o árabe, centrando-se nos mercados oriental e ocidental. Ao mesmo tempo, analisa-se a publicidade numa perspetiva cultural, enfatizando as diferenças entre sociedades e consumidores, especialmente na adaptação de conteúdos digitais para mercados estrangeiros em termos de elementos linguísticos e culturais (Schäler, 2011). Os resultados obtidos com esta investigação, bem como a análise subsequente, revelam um padrão intrigante – nomeadamente, uma proporção considerável de anúncios sofre modificações substanciais durante a sua transição da sua comunidade original para as comunidades-alvo. Essa transformação resulta frequentemente num desvio notável dos objetivos de venda pretendidos. As modificações podem incluir alterações ,os elementos linguísticos, nas referências culturais e noutros aspetos contextuais, todos eles realizados numa tentativa de otimizar a eficácia e o impacto dos anúncios no novo contexto cultural e linguístico.

Biografias Autor

Abdelkrim Chirig, Applied Language and Culture Studies Lab (ALCS), Chouaib Doukkali University

Abdelkrim Chirig is a PhD candidate in the Applied Language and Culture Studies Lab at Chouaib Doukkali University (UCD) of El Jadida, Morocco. He holds a Master's degree in Translation Sciences and Linguistics and his current research is focused on the intersection of Translation, Literature, and Gender. Abdelkrim has a wide range of interests, including Translation, Media, Advertising, Semiotics, and Literary Translation.

Karima Bouziane, Applied Language and Culture Studies (ALCS), Chouaib Doukkali University/ CEOS.PP, ISCAP, Polytechnic of Porto

Karima Bouziane is an Associate Professor at Chouaib Doukkali University of El Jadida, Morocco. She holds a Doctorate degree in Translation Studies and Intercultural Communication and a Master’s degree in the same field. Her areas of interest are Intercultural Communication, Advertising, and Audiovisual Translation. Her latest publication is a book entitled, Cultural Transfer in the Translation of Advertising: The Case of English -Arabic Translation of Cosmetic Products, June 2020, Lambert Academic Publishing.

Marouane Zakhir, Applied Language and Culture Studies (ALCS), Chouaib Doukkali University

Marouane Zakhir is a Professor at Chouaib Doukkali University (UCD) of El Jadida, Morocco, His research interests are Applied Linguistics, Sociolinguistics, and Translation. He is currently working on Language Policy and its implications in the sphere of Education, particularly within the Moroccan context.

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Polissema 2023

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Publicado

2023-12-30

Como Citar

Chirig, A., Bouziane, K., & Zakhir, M. (2023). NAVIGATING CULTURAL TRANSITIONS: A COMPARATIVE ANALYSIS OF TRANSLATED ADVERTISEMENTS THROUGH LOCALIZATION. POLISSEMA – Revista De Letras Do ISCAP, 1(23), 115–134. https://doi.org/10.34630/polissema.v1i23.5230

Edição

N.º 23 (2023)

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Artigos

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Direitos de Autor (c) 2023 POLISSEMA – Revista de Letras do ISCAP

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Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.