Transcultural Efficacy in Translation: A Skopos Comparative Analysis of Arabic and English Advertisements

Abstract

There is a growing emphasis on localized advertisements that resonate with specific cultural or regional audiences. Translation is essential in this, making such content accessible and relatable to a wider audience from varied cultural backgrounds. This study zeroes in on the comparison of advertisements in Arabic and English, representative of the eastern and western consumer markets. We employ two theoretical lenses: the Skopos theory of Vermeer and Text Analysis model of Nord. Through this study, we aim to ascertain the effectiveness of translating advertisements between these two linguistic domains. Results hint that the challenge is not solely linguistic. Indeed, components such as regional distinctions, individual preferences, and pragmatic requirements come into play. That is why it becomes evident that for successful advertisement translation, linguistic expertise alone is not enough; a profound understanding of cultural differences is equally imperative to ensure the core message and appeal of the advertisement remain potent across different countries.