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  • 1 Department of Translation Studies, United Arab Emirates University, P O Box 15551. Al-Maqam, Al-Ain City, UAE
  • 2 Department of Translation, Studies United Arab Emirates University, UAE
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Abstract:

Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding information, the success of a product/ service in a culturally different context depends on how its advertisement is translated. The structural and cultural differences between English and Arabic and the functional nature of headlines in English business advertisements seem to have direct bearing on how advertising headlines are rendered into Arabic. This study investigates the translation of advertising headlines from English into Arabic in the context of marketing products/services in UAE. The aim is to identify the techniques used in translating headlines and their implications for translation quality and to identify views of Arab customers over the acceptability of Arabic versions of advertising headlines. The study findings indicate that seven translation techniques are used and customers consider Arabic advertisements produced via function-oriented translation techniques more acceptable than translations produced via form-based techniques.

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  • SJR Quartile Score (2018): Q1 Linguistics and Language
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Senior editors

Editor(s)-in-Chief: Klaudy, Kinga

Managing Editor(s): Károly, Krisztina

Consulting Editor(s): Heltai, Pál

Editorial Board

      Jettmarová, Zuzana
      Pym, Anthony
      Snell-Hornby, Mary
      Tirkkonen-Condit, Sonja

Advisory Board

      Baker, Mona
      Chesterman, Andrew
      Corpas Pastor, Gloria
      Dimitriu, Rodica
      Dollerup, Cay
      Englund Dimitrova, Birgitta
      Gentzler, Edwin
      Gottlieb, Henrik
      Kalina, Sylvia
      Kierzkowska, Danuta
      Király, Donald
      Kurz, Ingrid
      Laviosa Sara
      Nord, Christiane
      Prószéky, Gábor
      Riccardi, Alessandra
      Robin, Edina
      Salama-Carr, Myriam
      Sohár, Anikó
      Ulrych, Margherita
      Vermes, Albert

Prof. Kinga Klaudy
Eötvös Loránd University, Department of Translation and Interpreting
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