Login/Register

AWEJ for translation & Literacy Studies Volume, 1 Number 3, August 2017                    Pp.177-195

The Role of Culture in Dubbing TV Advertisements into Arabic: The Case of Chocolate Commercials

Ameena Haroun Abdulla Al-Haroon

Audiovisual Translation Graduate Student, College of Humanities and Social Sciences
Hamad Bin Khalifa University, Doha, Qatar

Rashid Yahiaoui

Assistant Professor, College of Humanities and Social Sciences
Hamad Bin Khalifa University, Doha, Qatar

Abstract:

Abstract PDF

This study aims to explore the transcreation of television advertisements that were dubbed from English into vernacular and modern standard Arabic, and to propose translation as an integral part of marketing a product internationally. The study attempts to achieve these aims by looking at the pragmatic concept of presupposition in translation studies, guided by micro-translation strategies of cultural themes. The study employs Maslow’s Hierarchy of Needs (1943) and Hofstede’s Cultural Dimensions (1984) to analyze the translation of three cultural themes: methods of persuasion, stereotypes, and humor. Further themes, per each cultural themes are explored: persuasion through foreignization, persuasion through localization of norms and preferences, persuasion through adapting types of register, portraying the Arab culture as storytellers, verbalizing stereotypes through linguistic clichés and idioms, hyperbole in humor, and modification of irony in humor. The study concludes that micro-translation strategies: (1) in terms of cultural themes, are not exclusive to either a Modern Standard Arabic (MSA) or a vernacular Arabic dialect; and (2) are used concurrently across cultural sub-themes.

Cite as:

Al-Haroon,  A.  H. A. , & Yahiaoui, R.  (2017). The Role of Culture in Dubbing TV Advertisements into Arabic: The Case of Chocolate Commercials. Arab World English Journal for Translation & Literary Studies, 1(3).

Facebook
Twitter
LinkedIn
Tumblr
Reddit
Email
StumbleUpon
Digg

Ameena Al-Haroon holds an MA in Audiovisual Translation from the College of Humanities and Social
Sciences of Hamad Bin Khalifa University (HBKU), Class of 2017. She received her Bachelor of Science
degree in Business Administration (Marketing) from Carnegie Mellon University in Qatar (CMU-Q),
Class of 2015, with a minor in Professional Writing. She is interested in visual and verbal communication
design and methods.

Dr. Rashid Yahiaoui is currently an assistant professor and the coordinator of the MA programs
in Audiovisual Translation and Translation Studies at the College of Humanities and Social
Sciences of Hamad bin Khalifa University. He has a Ph.D. in Translation Studies from London
Metropolitan University, UK, and a Master in Translation and Interpreting from the University
of Salford, UK. Prior to joining TII, Dr. Yahiaoui worked at Yanbu University College, KSA, for
eight years where he taught translation and interpreting, EFL, and academic writing. He also has
extensive experience as a professional interpreter, as he worked for the Foreign Office and
National Health Service in the UK for over 10 years.