The Literal Translation of English Advertising Slogans into Arabic and the Loss of the Originally Intended Effects

Mona Frikha Elleuch
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引用次数: 1

Abstract

In the context of standardized advertising, importers are usually required to maintain the same meaning of the source advertising slogan to preserve the originally intended effects. Translators may either transfer the original advertising slogan into the target advertisement or literally translate it into the target language. The problem with literal translation is that the original advertising slogan has originally been intended for target customers who speak a different language and belong to a different culture. The paper attempts to explain how the literal translation of English advertising slogans into Arabic can lead to a loss of the originally intended effects.
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英语广告语的阿拉伯文直译与原意效果的丧失
在标准化广告的背景下,通常要求进口商保持原广告语的相同含义,以保持原有的预期效果。译者既可以将原广告语翻译成目的语,也可以将其逐字翻译成目的语。直译的问题在于,原来的广告语原本是针对说不同语言、属于不同文化的目标客户的。本文试图解释将英语广告语直译成阿拉伯文是如何导致其原本的预期效果的丧失的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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Case Studies of Cultural Communication Concepts Expressed in the Germanic Terms for ‘Speech’ COGNITIVE INVESTIGATION OF THE INTEGRATED MENTAL BASIS OF CREATIVE WRITING The Literal Translation of English Advertising Slogans into Arabic and the Loss of the Originally Intended Effects
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