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

Authors

  • Abdelkrim Chirig Applied Language and Culture Studies (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

Keywords:

Advertisement translation, Eastern culture, Product, Localization, Western culture

Abstract

The burgeoning growth of domestic advertisements and their international recognition through translation have led to a significant reception of translated advertisements, primarily due to their profound impact on individuals' cognition, psychology, and purchasing attitudes. The objective of this study is to conduct a comparative analysis of the similarities and differences in the translation of specific market products from English to Arabic with a focus on Eastern and Western markets. Concurrently, this study scrutinizes advertisements through a cultural lens, underscoring the disparities between diverse societies and consumers while focusing on the localization procedure, which entails modifying digital content in terms of language and culture to cater to the needs and inclinations of overseas markets (Schäler, 2011). The findings and analysis indicate that a significant number of advertisements undergo substantial modifications when transitioning from their original community to the target communities, often resulting in a deviation from their intended sales objectives.

 

   Keywords: advertisement translation, Eastern culture, product, cultural approach, localization, Western culture

Author Biographies

Abdelkrim Chirig, Applied Language and Culture Studies (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.

References

Abdul-Ghani, A. (2000). The language of advertising : A contrastive study of advertising texts in British English, Malaysian English and Malay [Unpublished doctoral dissertation]. University of Surrey.

Au, K. K. L. (1999). Cultural transfer in advertisement translation. Babel, 45(2), 97-106.

Baker, M. (1992). In other words: A coursebook on translation. Routledge.

Bassnett, S. (2006). Cultural, colonialism and gender oriented approaches to translation. Encyclopedia of Language & Linguistics, 311-314. https://doi.org/10.1016/b0-08-044854-2/00459-4

Chen, W., Li, P., & Liu, Y. (2013). Product localization in the fast food industry. Innovative Marketing, 9(1).

Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.

Cook, G. (2001). The discourse of advertising. Psychology Press.

Deeney, J. J. (1995). Biculturalism and ambiculturalism. An Encyclopaedia of Translation, 111-126.

Fletcher, W. (2010). Advertising: A very short introduction. Oxford University Press.

Fry, D., Lommel, A., & Localization Industry Standards Association. (2003). The localization industry primer.

Gonzáles-Cascallana, B. (2006). Translating Cultural Intertextuality in Children s Literature dalam JV Coillie dan WP Verschueren, ed. Children s Literature in Translation: Challenges and Strategies, 97-110.

Hurbin, P. (1972). Peut-on traduire la langue de la Publicité? Babel. Revue internationale de la traduction / International Journal of Translation, 18(3), 24-32. https://doi.org/10.1075/babel.18.3.05hur

Li, Y. (2016). The comparison of Chinese and western table manners. Proceedings of the 2016 2nd International Conference on Education Technology, Management and Humanities Science. https://doi.org/10.2991/etmhs-16.2016.112

LISA. (2005). Lisa forum Cairo—localization: Perspectives from the Middle East and Africa. https://shorturl.at/dhjB8

Maroto, J. (2005). Cross-cultural digital marketing in the age of globalization [Unpublished doctoral dissertation]. University of Rovira i Virgili.

Munday, J., Pinto, S. R., & Blakesley, J. (2022). Introducing translation studies: Theories and applications. Routledge.

Nord, C. (1991). Text analysis in translation: Theory, methodology, and didactic application of a model for translation-oriented text analysis. Rodopi.

Nydell, M. K. (2018). Understanding Arabs: A guide for modern times. Hachette UK.

Schäler, R. (2010). Localization and translation. Handbook of translation studies, 1, 209-214.

Schäler, R. (2011). Localization. In M. Baker, & G. Saldanha (Eds.), Encyclopedia of translation studies (pp. 157-161). Routledge.

Sheila, G. L. (2014). Colonel harland sanders: KFC creator. ABDO Publishing Company.

Smith, V., & Klein-Braley, C. (1997). Avertising — A five-stage strategy for translation. In M. Snell-Hornby, Z. Jettmarová, & K. Kaindl, Translation as intercultural communication (pp. 173-184). J. Benjamins.

Tatilon, C. (1990). Le texte publicitaire : Traduction OU adaptation? Meta: Journal des traducteurs, 35(1), 243. https://doi.org/10.7202/004326ar

Valdés, C. (2013). Advertising translation. In C. Millán & F. Bartrina (Eds.), The Routledge Handbook of Translation Studies (pp. 303-316). Routledge.

Venuti, L. (2011). The poet's version; or, An ethics of translation. Translation studies, 4(2), 230-247.

Polissema 2023

Downloads

Published

2023-12-30

How to Cite

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

Issue

No. 23 (2023)

Section

Research Articles

License

Copyright (c) 2023 POLISSEMA – ISCAP Journal of Letters

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.