Cultural Transfer in Advertising from English Into Arabic : The Case of Cosmetics

The amount of research on the translation of advertising has increased recently. However, it is surprising that no study has ever investigated the translation of online advertising from English into Arabic. The purpose of this study is to investigate the use of Venuti's (1995) foreignization and domestication strategies of translation in the transfer of textual and visual elements in online advertising. By using Barthes' connotative denotative model (Chandler, 1997)in the analysis of Source and Target advertising, this study endeavors to introduce tools to translators (for the Arab market) that might help them not only identify cultural elements in advertisings and analyze them, but also assess the appropriateness of one strategy rather than another in the transference of online advertising into Arabic.