Influential Translation of Advertisements from English to Arabic for Arab Women Consumers

Advertising is a fundamental communication tool for the consumers. It tells them the types and diversity of products available for their use in the market. Advertising isn't restricted to any age or gender. The ultimate aim is to sell the consumer new items that have been made available. It's important to use glitzy and striking ads to attract consumers into buying. The Arab world is still importing most of its ideas when it comes to ads. A problem is encountered when translating ads in the Arab world. This is not due to lack of trying as many individuals, organizations and government policies are striving but failing to reach satisfactory results. Digital technology has also added to the issues already confounding the Arab translation crisis. Books and newspapers have been discarded in favor of online and television media outlets. With globalization comes the importance of preserving content of the original ad in terms of meaning and slogan. The translation can be done by taking the slogan and molding it into the new ads. It can also be literate which can be problematic because the original slogan was intended for a different audience belonging to a different culture and tradition. Our focus will be on the possible hurdles facing translation of US advertising into Arabic for the Arab women consumers. The two regions have different strategies and languages. Often in literate translation, the original slogan becomes lost in translation. One example is the Swarovski Online Magazine. (C) 2016 Published by Future Academy www.FutureAcademy.org.uk