AL-MUTARĞIM المترجم
Volume 6, Numéro 2, Pages 261-269
2006-12-31
Translating Advertisement Between Standardization And Adaptation
Authors : Salah Bouregbi .
Abstract
The present paper is aiming at investigating the use of two of the most adopted strategies in dealing with the translation of the advertisement texts: adaptation and standardization. Verily an advertising text is a kind of text that combines language, culture and semiology parameters in one. The paper tries shed light on how a text of such a type is dealt with and which of the two strategies is mostly adopted and frequented. Besides, the difficulties that may arise of the conflict between the source culture and the target culture and the message being targeted. The paper highlights that adaptation strategy is mostly biased and frequently used but should be used cautiously because it may affect not only the linguistic level of the message being conveyed but as well the cultural aspect of the spot.
Keywords
Advertising; Adaptation; Standardization; Culture; Linguistic level; Spot.
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