AL-MUTARĞIM المترجم
Volume 13, Numéro 1, Pages 141-153
2013-06-30
Advertising Translation For Algerian Children: Domestication Or Foreignization?
Authors : El Djouher Khalef .
Abstract
Since Algeria has adopted globalization, children’s exposure to advertising becomes very extensive and is ever increasing. Moreover, advertising directed at them is everywhere: on television, on radio, on billboards, in newspapers, in magazines, increasingly on the Internet, and even in schools. Considering that globalization really imposed a new way of living to the Algerian society as a whole, it’s only natural that children as much as adults would take interest in foreign products which are often presented to them through translation. Advertising translation for children is obviously a specific process given the very nature of this social category and its cognitive structure. Children are commonly described as naive, gullible, suggestible, impressionable, and overly trusting, and like all the children in the world, Algerian ones begin life as novices in every domain and can thrive only through voracious consumption of the expertise that is available in their culture and language. On the other hand, they develop a high degree of curiosity which makes them be easily attracted to foreign products as these are, to their perception, new, exotic, strange, different, etc. So how can a translator manage with this particular behavior in order to make sure that the Algerian child understands the message of the advertisement made elsewhere? How making he get so impressed by the product that he’ll damn his parents until they buy it to him ?! Which translation strategy would be more appropriate for this purpose: domestication by using local aspects while translating an advertisement to keep in the familiar atmosphere of the child or arousing his curiosity by foreignization with new ideas and concepts? The extent to which Algerian children are indeed vulnerable to advertising translation is an empirical question that is best answered through empirical research. Our focus centers on television advertising because this is the most frequent medium through which Algerian children are exposed to advertising. The aim of this paper is to describe ways that basic research on our children’s cognitive development, special behavior and way of life might lead to find efficient strategies, techniques and methods of advertising translation for them.
Keywords
Advertising translation; Algerian child; Behavior; Cognition; TV advertisements; Advertising process; Translation strategy. Domestication Vs Foreignization.
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