Effects Of Translation In Advertisement

1152 Words5 Pages
Walter Benjamin once said: “It is the task of the translator to release in his own language that pure language that is under the spell of another, to liberate the language imprisoned in a work in his recreation of that work”. This is surely not as easy as it sounds. Translation is hard enough process as it is, and when combined with the concepts of advertisement, the process gets even more complicated. The problems associated with the translation of advertisements from English to Arabic languages are many, starting with the difficulty to keep the advertisement essence in both languages, difficulty to stay within the boundaries of a different culture’s social and cultural limitations and the difficulty to translate in a way where the advertisement is still clearly understood by the viewers. When it comes to translation, there are critical steps to follow to abide by the rules of both languages, but while following those rules in the advertisements’ translation, some hidden concepts may be lost. In fact, most of advertisements rely strongly on irony and humor. While translating the world literally, the humor and irony can easily be lost, hence affecting the whole concept of the advertisement. This problem is even bigger and more critical when it comes from English to Arabic language translation in particular. First, Arabic and English are originally two very different languages, especially in their complication level. Arabic is one of the hardest languages used, while
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