Creative Translation of Projects Slogans and Storefront into Arabic with special reference to Basrah Province Market

Abstract

Translation of products and slogans from English into Arabic can be a challenging task due to the differences in language, culture and traditions between the target audience and the source once. Creative translation, also known as trans-creation, is the process of adapting content or text from one language to another by maintaining the same essence of the original text. Creative translation doesn't replace the source text word for word but instead focuses on using the source text as a point of reference to create equally compelling copy in the target language. The process of creative translation requires expert linguistic knowledge on the part of translation team, it is essential for businesses that operate on a global scale, as it enables them to get their message across international markets and cultures. Creative translation can involve simply changing few words or sentences, or completely rewriting the whole text. The current study works on illustrating the idea of creative translation and the main approaches dealing with it. In this study, a special focus has been paid to example of product or brand names and slogans translated creatively into Arabic. Also some other non-creative translation has been given in the study to show the problem of creative translation and its effect on product marketing and continuity