Strategies and Limitations in Advertising Translation from English into Arabic

Abstract

This thesis examines the importance of advertising translation in today's global world. Its overall aim is to investigate strategies and limitations affecting advertising translation from English into Arabic, and concludes that advertising translation should no longer be disregarded by mainstream translation studies, but rather should be viewed as a growing genre of translation that affects the lives of people on a daily basis. The thesis examines how essential the role of translation is in the overall effectiveness of an advertising campaign. It aims to highlight the techniques currently used in the field and the challenges that translators face. The thesis reviews translation theories most pertinent to translating advertisements, and identifies the necessary skills required by translators in this field. The thesis compares English and Arabic advertising campaigns and examines how different strategies used in advertising translations from English into Arabic can affect the target audience.