أساليب ترجمة النصوص الإعلانية من الإنجليزية إلى العربية

Abstract EN

This paper demonstrates translation approaches used in translating advertising texts.

The main purpose of translating advertising texts is to transmit the message that would produce the same impact on almost all the readers of the target language.

To achieve this objective, all elements of advertisement need to be observed during the translation process such as the product, advertisers, designers, text receivers, and even the government’s policies which the translation of advertisement takes place.

Choosing the wrong strategy might cause the translations to be rejected by the target culture.

The focus of this research is to explain strategies of translating advertising texts from English into Arabic.

The findings reveal that in translating headlines translators tend to use the strategy of borrowing, whereas in translating slogans, translators tend to use literal translation, adaptation strategy, or rewriting.