رسائل ماجيستير
English
2015
A Pragmatic Spotlight on Audio-visual Advertising: Translation from English to Arabic
سفيان ابو عره, ضحى عادل أحمد إستيته
كلية الدراسات العليا-جامعة النجاح الوطنية · فلسطين
This studyaims to investigate the conceptualization of politeness and the notion of face in English and Arabic audio-visual advertising through a comparative and pragmatic study of the politeness strategies used in both languages.It alsoexploresthe influence of orientation to politeness and conceptualization of faceon the translationof cosmetic audio-visual advertisementsfrom English to Arabic. The theme of politeness is present in every aspect of human relationships. In advertising this is no exception. Therefore, 44audio-visual advertisements,22Englishadvertisementswith their 22 Arabic translations,are used for data collection. The researcher employed an empirical,descriptive and analytical approach whereadvertisements were selected,categorized according to politeness strategies, calculated for frequency and explained according to culture, language and translation. The findings of this studystressedthe preference of English advertising to negative politeness, as more individualistic and low-context culture. In contrast,Arabic translated advertisements showed more inclination to positive politenessasmore collectivistic and high-context culture.The findings of this study as to what politeness strategies are favoredin both languages couldbeused in translation throughdomestication ofEnglish advertisements into Arabic. The aim is to create a
xisimilar impact on the target language audienceto efficientlypromote the advertised productsfor optimal benefits. Translators utilized domesticationthrough shift between politeness orientationsas a translation strategy to create a similar impact on the target language audience similar to thaton the source language audience.To achieve that, they used a number of techniques, such as dubbing, voice over, translation by addition and sometimes omission.