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(AR) (EN) (PDF) - The translation of fast-food advertising texts from English to Arabic | BASEM ABBAS AL AGHA (Google Drive)

(AR) (EN) (PDF) - The translation of fast-food advertising texts from English to Arabic | BASEM ABBAS AL AGHA (Google Drive) | Glossarissimo! | Scoop.it

"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 fromEnglish into Arabic are borrowing and transliteration. The overall finding is that inadequate translations of culturespecific concepts, phrases, logosand terms produce target texts which are bound to the source texts. This causes the translations to be rejected by the target culture.
Key terms: advertising; fast food, advertising agencies; translation strategies; culture-specific concepts; logos; phrases; descriptive translation studies."

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