Transcreation Strategies in Dubbing a Humorous Hybrid-Text Type Advert into Arabic - Is Vernacular the Panacea
Bibliographic Data
| ID | 4769918 |
|---|---|
| Authors | R Yahiaoui (0000-0002-2523-3113, Hamad bin Khalifa University, Qatar, corresponding author) |
| Year | 2023 |
| Volume | 39 |
| Issue | 4 |
| Publication date | 2023-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | DELTA Documentação de Estudos em Lingüística Teórica e Aplicada (JOURNAL) |
| Journal identifiers | ISSN: 0102-4450 • E-ISSN: 1678-460X |
| Publisher | FapUNIFESP (SciELO) (PUBLISHER) |
| DOI | 10.1590/1678-460x202339455531 |
| OpenAlex | W4387812756 |
| SCIELO_PID | S0102-44502023000400401 |
| Language | EN |
| References cited | 22 |
Adapting advertisements across distant languages and cultures poses challenges due to their heavy cultural context. Complicating matters, some ads mix various text types and genres. This study explores strategies for translating a humor-laden, hybrid-text ad into Arabic through dubbing. It investigates the effectiveness of different Arabic variants. The case study is an audiovisual ad by standup2cancer.org, featuring a cartoon Homer from The Simpsons, created to raise colon cancer awareness. Animation often escapes criticism due to its surreal nature, unlike real depictions that might be distasteful. Using Skopos Theory, the translations were analyzed, focusing on the decision-making process in creating functionally suitable versions for Arab audiences. A Think Aloud Protocol gathered data on participants' decision agency during translation, validating choices. Most translators (80%) preferred Arabic vernacular, employing domestication (adaptation) as a macro-strategy and cultural substitution as a micro-strategy. Humor transfer succeeded best in Arabic vernacular, reinforcing its suitability for various text types and genres
Adaptation (eye) · Agency (philosophy) · Arabic · Art · Context (archaeology) · Linguistics · Literature · Social science · Sociology · Vernacular · Computer Science · Hispanic-African Historical Relations · History · Philosophy · Psychology · Subtitles and Audiovisual Media · Translation Studies and Practices
Translators' Strategies and Creativity
Memes of Translation
The Translator As Communicator
Overcoming Cultural Constraints in Translating English Series
Against Praise of Hybridity
The Space ‘In Between
Factors in dubbing television comedy
Translating irony into Arabic – who’s having the last laugh? Dubbing Monsters Inc
Humor theory and translation research
Intersemiotic translation
Type, Kind and Individuality of Text
Censorship or Profit? The Manipulation of Dialogue in Dubbed Youth Films
Domestication and Foreignization in Translating American Prose for Slovenian Children
Humor for Intellectuals
On the Feasibility and Strategies of Translating Humour
Clearing the Smoke to See the Screen
Advertising
Diglossia
| Citation velocity | historical |
|---|---|
| Highly cited | No |