International advertisements

[Khalid Al-Shehari]

Dear colleagues,
While collecting data (printed Arabic ads with their English
vesrions) for my research which is about translating ads from english
into Arabic, I found that, in many cases, the Arabic advert is
translated from an international version (which is English) and not
from the local language of the product. For example, when the
manufacturer of the the famous perfume brand (Givenchy) starts
promoting the product, they first design an international
advertisement which is consequently translated into French, German,
Arabic, etc. They don't first design a French advert, then they
translate it into other languages. Do you have any comment about
this? Please advise me with references if possible.

thank you in advance.


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Khalid Al-Shehari
Flat 1, 2A Shirley Road,
Cheetham Hill,
Manchester M8 0ND, UK.
Home: 0161 278 1614
Work: 0161 200 3076
Mobile: 07930 563131
Fax: 0161 200 3099
Email: khalid.al-shehari at stud.umist.ac.uk
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