Cultural Challenges in Translating English Marketing Terminology into Arabic: A Case Study on Arabic Translation Practices

Muman Alkhaldy; Asmaa Alduhaim

doi:10.33806/ijaes939

Authors

Muman Alkhaldy Ajdabiya University, Libya https://orcid.org/0000-0002-6678-1685
Asmaa Alduhaim Gulf University for Science and Technology, Kuwait https://orcid.org/0000-0002-8237-3462

DOI:

https://doi.org/10.33806/ijaes939

Keywords:

culturalizing, domesticating, foreignizing, linguistics, marketing and marketing terminology

Abstract

This study investigates the linguistic and cultural problems encountered in translating English-Arabic marketing-related terminologies. As the language of marketing and advertisement, especially in the field of terminology and slogans, is developing at breakneck speed, the work of translators in the field of business is becoming a real challenge. It has been noticed that translators usually resort to two different methods: either transferal of the original advertising term into the target advertisement, or literal translation into the target language. In this article, we examined how translators often rely on literal translation, even when it results in vague or inaccurate translation. This study examines several words related to marketing, and how they were translated. The analysis indicates that there are numerous words with similar meanings that are usually translated into one particular word in Arabic, but sometimes interchangeably with other words. This is not due to the lack of synonyms in Arabic, but rather the popularity of these particular terms.

Author Biographies

Muman Alkhaldy, Ajdabiya University, Libya

(Lecturer) - Corresponding Author

Department of English, Ajdabiya University, Libya

Email: muman.alkhaldy@uoa.edu.ly

Asmaa Alduhaim, Gulf University for Science and Technology, Kuwait

(Assistant Professor)

Department of English, Gulf University for Science and Technology, Kuwait

Email: Alduhaim.a@gust.edu.kw

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