| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O aumento dos anúncios nacionais e o seu reconhecimento internacional através da tradução conduziram à aceitação de um número significativo de anúncios traduzidos. Essa aceitação pode ser atribuída, em grande parte, ao profundo impacto que estes anúncios traduzidos têm nos processos cognitivos, nas reações psicológicas e nos hábitos de compra dos indivíduos. O objetivo deste estudo é uma análise comparativa das semelhanças e diferenças na tradução de produtos específicos do mercado do inglês para o árabe, centrando-se nos mercados oriental e ocidental. Ao mesmo tempo, analisa-se a publicidade numa perspetiva cultural, enfatizando as diferenças entre sociedades e consumidores, especialmente na adaptação de conteúdos digitais para mercados estrangeiros em termos de elementos linguísticos e culturais (Schäler, 2011). Os resultados obtidos com esta investigação, bem como a análise subsequente, revelam um padrão intrigante – nomeadamente, uma proporção considerável de anúncios sofre modificações substanciais durante a sua transição da sua comunidade original para as comunidades-alvo. Essa transformação resulta frequentemente num desvio notável dos objetivos de venda pretendidos. As modificações podem incluir alterações ,os elementos linguísticos, nas referências culturais e noutros aspetos contextuais, todos eles realizados numa tentativa de otimizar a eficácia e o impacto dos anúncios no novo contexto cultural e linguístico.
The burgeoning growth of domestic advertisements and their international recognition through translation have led to a significant reception of translated advertisements. This reception can largely be attributed to the profound impact these translated advertisements have on individuals' cognitive processes, psychological responses, and purchasing behaviors. The aim of this paper is a comparative analysis of the similarities and differences in the translation of specific market products from English to Arabic while focusing on Eastern and Western markets. At the same time, this study looks at advertisements from a cultural perspective, emphasizing the differences among societies and consumers, especially in adapting digital content for foreign markets in terms of linguistic and cultural elements (Schäler, 2011). The findings obtained from this investigation, as well as the subsequent analysis, reveal an intriguing pattern. Namely, a considerable proportion of advertisements experience substantial modifications during their transition from their original community to the target communities. This transformation often results in a notable deviation from their intended sales objectives. These modifications may include alterations to the linguistic elements, cultural references, and other contextual aspects, all of which are undertaken in an attempt to optimize the effectiveness and impact of the advertisements in the new cultural and linguistic setting.
The burgeoning growth of domestic advertisements and their international recognition through translation have led to a significant reception of translated advertisements. This reception can largely be attributed to the profound impact these translated advertisements have on individuals' cognitive processes, psychological responses, and purchasing behaviors. The aim of this paper is a comparative analysis of the similarities and differences in the translation of specific market products from English to Arabic while focusing on Eastern and Western markets. At the same time, this study looks at advertisements from a cultural perspective, emphasizing the differences among societies and consumers, especially in adapting digital content for foreign markets in terms of linguistic and cultural elements (Schäler, 2011). The findings obtained from this investigation, as well as the subsequent analysis, reveal an intriguing pattern. Namely, a considerable proportion of advertisements experience substantial modifications during their transition from their original community to the target communities. This transformation often results in a notable deviation from their intended sales objectives. These modifications may include alterations to the linguistic elements, cultural references, and other contextual aspects, all of which are undertaken in an attempt to optimize the effectiveness and impact of the advertisements in the new cultural and linguistic setting.
Description
Keywords
Advertisement translation Product Tradução de anúncios Eastern culture Localization Western culture Cultura oriental Localização Cultura ocidental Produto
Citation
Publisher
Instituto Superior de Contabilidade e Administração do Porto