Abstract: Ideology has a twofold sense in advertising. One is general and aims to standardize the consumers' needs and traits by globalized means to persuade them to buy the products. The other is specific whereby the advertisement campaigns can introduce, reinforce and /or challenge some ideological values as of politics, religion, race and gender. To sell globally, advertisements are translated into other languages. This requires adjusting the ideological values to the Target Language (TL) audience. When the ideological dimension of the TL is given priority, transcreation, instead of translation per se, becomes the best choice. Unlike the traditional translator who is expected to be faithful to the Source Language (SL), the transcreator should always maintain proximity to the TL ideology so as to avoid unwanted sensitivities of the TL audience and should adopt creative ideas in order to achieve resonance in the TL. The present paper aims to investigate the implications of advertising ideology for transcreation into Arabic. The global advertisement campaigners seem to be aware that Arabic and Islam represent a unified ideology represented in values of national identity, politics and gender. Most transcreation of these campaigns have achieved both proximity to the TL audience and creativity of ideas that do not clash with the ideological status quo in the Arab World. But despite the laudable reputation of transcreation nowadays in the Translation Studies literature as the best strategy of advertisement translation, it looks like it cannot escape the twofold sense of ideology in those texts. While it does embrace diversity of ideological values of SL and TL, an advertisement campaign transcreation is unable to outbalance the general and more solid ideology of standardizing the consumers' needs and motives.
Ideology has a twofold sense in advertising. One is general and aims to standardize the consumers' needs and traits by globalized means to persuade them to buy the products. The other is specific whereby the advertisement campaigns can introduce, reinforce, and /or challenge some ideological values as of politics, religion, race and gender. To sell globally, advertisements are translated into other languages. This requires adjusting the ideological values to the Target Language (TL) audience. When the ideological dimension of the TL is given priority, transcreation, instead of translation per se, becomes the best choice. Unlike the traditional translator who is expected to be faithful to the Source Language (SL), the transcreator should always maintain proximity to the TL ideology so as to avoid unwanted sensitivities of the TL audience and should adopt creative ideas in order to achieve resonance in the TL. The present paper aims to investigate the implications of advertising ideology for transcreation into Arabic. The global advertisement campaigners seem to be aware that Arabic and Islam represent a unified ideology represented in values of national identity, politics, and gender. Most transcreation of these campaigns have achieved both proximity to the TL audience and creativity of ideas that do not clash with the ideological status quo in the Arab World. But despite the laudable reputation of transcreation nowadays in the Translation Studies literature as the best strategy of advertisement translation, it looks like it cannot escape the twofold sense of ideology in those texts. While it does embrace diversity of ideological values of SL and TL, an advertisement campaign transcreation is unable to outbalance the general and more solid ideology of standardizing the consumers' needs and motives. ; La ideología tiene un doble sentido en la publicidad, uno es general y apunta a estandarizar las necesidades y rasgos de los consumidores por medios globalizados para persuadirlos a comprar los productos. El otro es específico por el cual las campañas publicitarias pueden introducir, reforzar y/o desafiar algunos valores ideológicos como la política, la religión, la raza y el género. Para vender a nivel mundial, los anuncios se traducen a otros idiomas. Esto requiere ajustar los valores ideológicos a la audiencia del lenguaje objetivo (TL). Cuando se da prioridad a la dimensión ideológica del lenguaje objetivo, la transcreación, en lugar de la traducción per se, se convierte en la mejor opción. A diferencia del traductor tradicional que se espera que sea fiel al lenguaje fuente (SL). El transcreator siempre debe mantener la proximidad a la ideología el lenguaje objetivo para evitar sensibilidades no deseadas de la audiencia del lenguaje objetivo y debe adoptar ideas creativas para lograr resonancia en el lenguaje objetivo. El presente trabajo de investigación tiene como objetivo estudiar las implicaciones de la ideología publicitaria para la transcreación al árabe. Los activistas de la campaña publicitaria global parecen ser conscientes de que el árabe y el islam representan una ideología unificada representada en los valores de identidad nacional, política y género. La mayoría de las transcreaciones de estas campañas han alcanzado tanto la proximidad a la audiencia del lenguaje objetivo como la creatividad de ideas que no choquen con el status quo ideológico en el mundo árabe. Pero a pesar de la reputación elogiable de la transcreación actual en la literatura de Estudios de Traducción como la mejor estrategia de traducción de anuncios, parece que no puede escapar al doble sentido de la ideología en esos textos. Si bien abarca la diversidad de valores ideológicos del lenguaje fuente y el lenguaje objetivo, una campaña de publicidad de trascreación es incapaz de superar la ideología general y más sólida de estandarizar las necesidades y los motivos de los consumidores.
