Global snack food brands: logo translations from English to Arabic within the Lebanese market

الموضوعات

إعلان وعلاقات العامة

الملخص

Lebanon is filled with both Western and Middle Eastern brands that translate their English logotypes into Arabic. Common products found in the Lebanese market, which include both the English and the Arabic logotypes, are snack foods. This inclusion of both logotypes is referred to as duality. Snack food brands take two distinct approaches in translating their logotypes. Some brands attempt to create an Arabic logotype translation that is equivalent (Al Agha) to be original English logotype while others brands create a non-equivalent (Al Agha) logo design. A collection of logos was selected for the following study. All of the logos are divided based upon equivalence or non-equivalence. Six of the brands are Western including: Polo, 7up, Cheetos, Mentos, Hershey's, and Bugles. Four of the brands are Middle Eastern including: Temmy's, Fizz, Mixy, and Jaz. Two fictional control brands were also introduced to the study named: Zing and Pop. The following thesis combines two different methodological approaches. First, a qualitative textual analysis examines the logotypes on both a micro and macro level. Second, a quantitative study was done on a Lebanese population of snack food purchasers through the distribution of 80 questionnaires at supermarkets and stores. The aim of the study was to test the Lebanese perception of snack food brands based upon their logotypes equivalence, non-equivalence, and duality. It was hypothesized that equivalence would not be a factor to the Lebanese population and that duality would be. However, the findings conclude that some segments of the Lebanese population consider equivalence relevant while others do not. Furthermore, some segments prefer to have the logotype only in English while other prefer duality.

روابط وملفات

التعريف والنوع

رقم الوثيقة

fa843f4e-3f43-461c-97dc-af36801b06cc

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf image

أسماء الملفات

1088783_1.pdf, 1088783_2.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":" Eugene Sensenig Richard","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"Elias Beaini","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

English

المصدر والدورية

اسم المصدر

Global snack food brands: logo translations from English to Arabic within the Lebanese market

المحتوى والصفحات

عدد الصفحات

0

كلمات الباحثين

Western and Middle Eastern snack food brands; Lebanon; logotype translation; equivalent and non-equivalent translation; Arabic and Latin typography

إشراف وإعداد

الإشراف

Eugene Sensenig Richard

الإعداد

Elias Beaini

الاقتباسات الببليوغرافية