دفاتر في اللسانيات والتعليمية
Volume 5, Numéro 1, Pages 184-195
2013-06-30
Domestication And Foreignization Strategies In Transferring Brand Names In Advertising
Authors : Bouziane Karima .
Abstract
The amount of research on the translation of advertising has increased since 1995. However, very few studies have investigated translation strategies of brand names from English into Arabic. The aim of the present research is to investigate Venuti’s (2001) domestication and foreignization strategies in the transfer of brand names from English into Arabic. One has investigated transplantation and transliteration as “foreignizing” strategies, while transmutation has been dealt with as a “domesticating” strategy through which the translator adds, omits, explains and adjusts elements in the target text so that it fits the needs of the target culture. This research also aims at finding out the impact of these strategies on the message of the target products. This study is based on a corpus of 400 English printed adverts (as a source language) and their rendered version into Arabic (as a target language). They have been compared, observed and investigated in terms of the strategies adopted to translate brand names from English into Arabic. The findings indicate that transplantation and transliteration as foreignizing strategies are highly employed in translating brands from English into Arabic, maintaining the foreign identity of the product being advertised neglecting the target cultural norms. Transliteration strategy is found to be more comprehensible than transplantation; still, it does not manage to maintain many of the aesthetic elements present in the original adverts (such as connotative meanings). In order to do this the product name and the advert have to be translated, adjusted or even recreated for the target market.
Keywords
Domestication - Foreignization Strategies - Transferring Brand Names - Advertising
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