NAVIGATING CULTURAL TRANSITIONS: A COMPARATIVE ANALYSIS OF TRANSLATED ADVERTISEMENTS THROUGH LOCALIZATION

• Autor(a) principal: Chirig, Abdelkrim
• Data de Publicação: 2023
• Outros Autores: Bouziane, Karima, Zakhir, Marouane
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34630/polissema.v1i23.5230
• topic: Tradução de anúncios, Cultura oriental, Produto, Localização, Cultura ocidental; Advertisement translation, Eastern culture, Product, Localization, Western culture

The burgeoning growth of domestic advertisements and their international recognition through translation have led to a significant reception of translated advertisements, primarily due to their profound impact on individuals' cognition, psychology, and purchasing attitudes. The objective of this study is to conduct a comparative analysis of the similarities and differences in the translation of specific market products from English to Arabic with a focus on Eastern and Western markets. Concurrently, this study scrutinizes advertisements through a cultural lens, underscoring the disparities between diverse societies and consumers while focusing on the localization procedure, which entails modifying digital content in terms of language and culture to cater to the needs and inclinations of overseas markets (Schäler, 2011). The findings and analysis indicate that a significant number of advertisements undergo substantial modifications when transitioning from their original community to the target communities, often resulting in a deviation from their intended sales objectives.      Keywords: advertisement translation, Eastern culture, product, cultural approach, localization, Western culture