Creativity: the challenges of translating from Italian into Arabic (part 2)

The challenges of creative translations from Italian into Arabic

Please click here to read the firt part > Creativity: the challenges of translating from Italian into Arabic (part 1) We talked about:

• the cultural context: why a literal translation is not enough
• linguistic adaptation
• The added value of a native speaker translator

In this article we will be dealing with practical examples (Pampers, McDonald’s and Coca-cola) and strategies for effective creative translations into Arabic.

From Italian into Arabic: practical examples in advert of localisation in advertising campaigns

Let’s look at some practical examples of well-known brands that had to adapt their campaigns in various ways: content, images and text.

1) Pampers

Pampers uses the image of a stork carrying a baby. When adapting the advert for Arabic-speaking countries, the message had to be changed using images that were more familiar to the local audience, such as a mother holding her newborn baby, because the association between the stork and the birth of children is typical of Central and Northern European countries where the white stork is considered a symbol of good luck and prosperity but it is meaningless in Arab countries where such an association does not exist and thus the advert as such would have lost its effectiveness.

2) McDonald’s

McDonald’s has adapted its promotional campaigns by including local dishes, such as McArabia, and modifying advertising messages to reflect the value of family and sharing, which are very important in Arab culture. At the same time, it has adapted the images in its adverts to avoid showing women wearing clothing deemed inappropriate to local customs. Localisation was in fact required and applied to several aspects: text of the advertising message, menu and images.

3) Coca-Cola

Coca-Cola has also adapted its advertising campaigns, creating campaigns in which the drink accompanies traditional dishes such as mansaf in Jordan or couscous in Morocco, maintaining the concept of conviviality and hospitality, but with local cultural references. Read the articles > Translating into Arabic: the challenges of localisation. PART 1 and PART 2 These examples show that translating an advertising campaign into Arabic is not just a question of language, but requires a deep cultural knowledge.

Strategies for effective creative translations into Arabic

1. Understanding the local target audience: Each campaign must be adapted to the specific audience. A message that is effective in Morocco may not be as effective in Oman.
2. Avoiding Western-only cultural references: Humour, film references and celebrations that make sense in Italy may not have the same meaning or be inappropriate in the Arab world.
3. Using the most appropriate variant: Depending on the target audience, it is necessary to choose whether to use Modern Standard Arabic or a local variant.
4. Collaborating with native speaker translators: Native speaker translators with marketing experience can offer creative solutions to maintain the effectiveness of the original message.

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Translating creative, advertising and marketing content from Italian into any foreign language is a real challenge, that is even more difficult when translating into Arabic due to the big cultural differences between Italy and the Arab-speaking countries. Indeed, in this case, translating does not mean just to change the words, but requires recreating a message that is effective and culturally appropriate for the target audience. Read the first part of this article:

Creativity: the challenges of translating from Italian into Arabic (part 1)