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

Auteurs

  • 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

Mots-clés :

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

Résumé

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

Bibliographies de l'auteur

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.

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Polissema 2023

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Publiée

2023-12-30

Comment citer

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

Numéro

No 23 (2023)

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Articles

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© POLISSEMA 2023

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Ce travail est disponible sous licence Creative Commons Attribution - Pas d'Utilisation Commerciale - Pas de Modification 4.0 International.