Abstract:Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding information, the success of a product/ service in a culturally different context depends on how its advertisement is translated. The structural and cultural differences between English and Arabic and the functional nature of headlines in English business advertisements seem to have direct bearing on how advertising headlines are rendered into Arabic. This study investigates the translation of advertising headlines from English into Arabic in the context of marketing products/services in UAE. The aim is to identify the techniques used in translating headlines and their implications for translation quality and to identify views of Arab customers over the acceptability of Arabic versions of advertising headlines. The study findings indicate that seven translation techniques are used and customers consider Arabic advertisements produced via function-oriented translation techniques more acceptable than translations produced via form-based techniques.

中文翻译：

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在阿联酋将印刷商业广告的标题从英语翻译成阿拉伯语

摘要：商业广告是具有说服功能的多模态面向消费者的文本。广告商为特定环境中的营销产品/服务创建特定广告。广告中的标题是主要元素，因为它吸引了注意力并总结了广告信息。广告通过视觉和非视觉元素依赖于社会文化影响。当产品/服务在使用不同语言的新环境中进行营销时，他们的广告会被翻译成该语言。由于语言有不同的信息编码方式，产品/服务在不同文化背景下的成功取决于其广告的翻译方式。英语和阿拉伯语之间的结构和文化差异以及英语商业广告标题的功能性质似乎直接影响广告标题如何翻译成阿拉伯语。本研究调查了在阿联酋营销产品/服务的背景下将广告标题从英语翻译成阿拉伯语的情况。目的是确定翻译标题所使用的技术及其对翻译质量的影响，并确定阿拉伯客户对阿拉伯版本广告标题可接受性的看法。研究结果表明，使用了七种翻译技术，客户认为通过面向功能的翻译技术制作的阿拉伯语广告比通过基于形式的技术制作的翻译更容易接受。