A case for the use of Arabic dialect in the translation of English commercials
Authors:
Article info
2022-08-28
2020-12-07
2725 - 2742
Keywords
- Branding
- Dialectical Arabic
- Modern Standard Arabic
- Commercial Translation
- Blending
Abstract
This study makes a case for the use of dialectical Arabic in translating brands and blends from English commercials. We examine the translations of two KitKat and Snickers commercials which contained word blends and slogan statements. As we do so, we compare the dialectical translations with the Modern Standard Arabic choices to demonstrate that dialectical translation better fits into the genre of commercials as a popular culture text due to three main reasons. These include the informal nature of dialectical uses, the greater variation in the linguistic patterns, and the greater flexibility in accommodating new blends.
Daragmeh, A. K., & Srouji, A. (2022). A case for the use of Arabic dialect in the translation of English commercials. An-Najah University Journal for Research - B (Humanities), 36(12), 2725–2742. https://doi.org/10.35552/0247-036-012-007
[1]A. K. Daragmeh and A. Srouji, “A case for the use of Arabic dialect in the translation of English commercials,” An-Najah University Journal for Research - B (Humanities), vol. 36, no. 12, pp. 2725–2742, Dec. 2022, doi: 10.35552/0247-036-012-007.
Daragmeh, Abdel Karim, and Aya Srouji. “A Case for the Use of Arabic Dialect in the Translation of English Commercials.” An-Najah University Journal for Research - B (Humanities), vol. 36, no. 12, Dec. 2022, pp. 2725–42. Crossref, https://doi.org/10.35552/0247-036-012-007.
1.Daragmeh AK, Srouji A. A case for the use of Arabic dialect in the translation of English commercials. An-Najah University Journal for Research - B (Humanities) [Internet]. 2022 Dec;36(12):2725–42. Available from: http://dx.doi.org/10.35552/0247-036-012-007
Daragmeh, Abdel Karim, and Aya Srouji. “A Case for the Use of Arabic Dialect in the Translation of English Commercials.” An-Najah University Journal for Research - B (Humanities) 36, no. 12 (December 2022): 2725–42. https://doi.org/10.35552/0247-036-012-007.
من أجل زيادة استخدام اللهجات في ترجمة الاعلانات التجارية من الانجليزية الى العربية
المؤلفون:
معلومات المقال
2022-08-28
2020-12-07
2725 - 2742
الكلمات الإفتتاحية
- Branding
- Dialectical Arabic
- Modern Standard Arabic
- Commercial Translation
- Blending
الملخص
نقوم في هذ الدراسة بتحليل مواد اعلانية من اجل تبيان مدى نجاعة استخدام اللهجات العامية في ترجمة الاعلانات التجارية من الانجليزية الى العربية حيث تم تحليل اعلانات لشركتي سنكرز وكيتكات تمت ترجمتها باستخدام لهجات عربية وقد قام الباحثون بمقارنة كلمات من اللهجات بكلمات مرادفة من اللغة الفصحى للاستدلال على مدى ملائمة اللهجات لهذا النوع من النصوص والتي تصنف على انها جزء من الثقافة التجارية. وتأتي هذه المواءمة بسبب كون اللهجات تبتعد عن الرسمية في استخدام اللغة وتوفر مخزون من المرادفات لنفس الكلمة في نفس اللهجة وللمرونة العالية التي تبديها اللهجات في استيعاب الكلمات المستحدثة
Daragmeh, A. K., & Srouji, A. (2022). A case for the use of Arabic dialect in the translation of English commercials. An-Najah University Journal for Research - B (Humanities), 36(12), 2725–2742. https://doi.org/10.35552/0247-036-012-007
[1]A. K. Daragmeh and A. Srouji, “A case for the use of Arabic dialect in the translation of English commercials,” An-Najah University Journal for Research - B (Humanities), vol. 36, no. 12, pp. 2725–2742, Dec. 2022, doi: 10.35552/0247-036-012-007.
Daragmeh, Abdel Karim, and Aya Srouji. “A Case for the Use of Arabic Dialect in the Translation of English Commercials.” An-Najah University Journal for Research - B (Humanities), vol. 36, no. 12, Dec. 2022, pp. 2725–42. Crossref, https://doi.org/10.35552/0247-036-012-007.
1.Daragmeh AK, Srouji A. A case for the use of Arabic dialect in the translation of English commercials. An-Najah University Journal for Research - B (Humanities) [Internet]. 2022 Dec;36(12):2725–42. Available from: http://dx.doi.org/10.35552/0247-036-012-007
Daragmeh, Abdel Karim, and Aya Srouji. “A Case for the Use of Arabic Dialect in the Translation of English Commercials.” An-Najah University Journal for Research - B (Humanities) 36, no. 12 (December 2022): 2725–42. https://doi.org/10.35552/0247-036-012-007.
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