Ibrahim, S., Embaby, D., Hegazy, N. (2024). Arabic Transcreation of English Online Apple’s Smart Devices Advertisements 2021-2023. CDELT Occasional Papers in the Development of English Education, 85(1), 211-242. doi: 10.21608/opde.2024.349215
Shaimaa Abdel Azeem Ibrahim; Doaa Embaby; Nada Hegazy. "Arabic Transcreation of English Online Apple’s Smart Devices Advertisements 2021-2023". CDELT Occasional Papers in the Development of English Education, 85, 1, 2024, 211-242. doi: 10.21608/opde.2024.349215
Ibrahim, S., Embaby, D., Hegazy, N. (2024). 'Arabic Transcreation of English Online Apple’s Smart Devices Advertisements 2021-2023', CDELT Occasional Papers in the Development of English Education, 85(1), pp. 211-242. doi: 10.21608/opde.2024.349215
Ibrahim, S., Embaby, D., Hegazy, N. Arabic Transcreation of English Online Apple’s Smart Devices Advertisements 2021-2023. CDELT Occasional Papers in the Development of English Education, 2024; 85(1): 211-242. doi: 10.21608/opde.2024.349215
Arabic Transcreation of English Online Apple’s Smart Devices Advertisements 2021-2023
Diploma in English/Arabic Interpretation and Translation Translation team leader at Midlocalize Co.
Abstract
The localization of advertisements for smart devices into Arabic has gained significant traction in recent years. The translator needs to adapt the linguistic and extra-linguistic characteristics of advertising and promotional texts. Arabic transcreation renders slogans or brand taglines, and also has a persuasive purpose similar to the original advertisement and maintain the social and psychological impacts that drive target audiences’ purchase behaviors. This paper examines the transfer of the persuasive elements of transcreation, such as wordplay, rhetorical devices, cultural relevance, commercial intent, and brand voice into Arabic. Moreover, it highlights non-verbal elements, such as colors, graphics, and images, which are vital and are meant to persuade the public to purchase a specific brand. In addition, this paper investigates whether the social and psychological impacts invoked by the advertisers to influence consumers’ purchase behaviors are reflected in the transcreated advertisements. To answer the research questions, the paper adopts the concept of transcreation as discussed by a number of scholars (Pedersen (2014); Katan (2016); and Gaballo (2012)) and multimodal discourse analysis as proposed by Kress and Van Leeuwen (2006) to analyze examples of the Arabic and English versions of online advertisements. Examples are collected from Apple’s official website. The researcher downloaded advertisements for smart devices between 2021 and 2023. Furthermore, a questionnaire is conducted to support the claims put forward. The results of the analysis and questionnaire indicate that the transcreated advertisements for Apple smart devices play a significant role in persuading Arab target audiences and influencing their purchase decisions.
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