Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements
ABSTRACT Cultural adaptation plays an important role in the process of translating ads, whereby Hofstede’s theory of cultural dimension holds true for the case of English-Indonesian translation as well (Hofstede, 1980: p. 60). Marketing strategies must incorporate cultural elements, dialects, and...
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| Format: | Article |
| Language: | English |
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Faculty of Cultural Sciences, Universitas Mulawarman
2024-12-01
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| Series: | CaLLs: Journal of Culture, Arts, Literature, and Linguistics |
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| Online Access: | https://e-journals.unmul.ac.id/index.php/CALLS/article/view/18516 |
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| author | Jepri - Jepri |
| author_facet | Jepri - Jepri |
| author_sort | Jepri - Jepri |
| collection | DOAJ |
| description | ABSTRACT
Cultural adaptation plays an important role in the process of translating ads, whereby Hofstede’s theory of cultural dimension holds true for the case of English-Indonesian translation as well (Hofstede, 1980: p. 60). Marketing strategies must incorporate cultural elements, dialects, and images that resonate with the community. This is a case study to establish whether and to what extent cultural adaptation increases the credibility of English and Indonesian advertisement translations as well as interest and involvement of the audience. Focus was also placed on cultural theories of moderation and localization, including Hofstede’s model of cultural parameters (Hofstede, 1980; De Mooij, 2011), The study highlights the need for being culturally sensitive while translating advertisements. While adaptation increases the naturalness and appeal, it raises questions on how to balance fidelity to the original with accuracy of linguistics and cultural nuances.
Keywords: cultural adaptation, Advertising Translation |
| format | Article |
| id | doaj-art-1a5449c0dd9943fbbf12b28f0b0e76e5 |
| institution | DOAJ |
| issn | 2460-674X 2549-7707 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Faculty of Cultural Sciences, Universitas Mulawarman |
| record_format | Article |
| series | CaLLs: Journal of Culture, Arts, Literature, and Linguistics |
| spelling | doaj-art-1a5449c0dd9943fbbf12b28f0b0e76e52025-08-20T02:57:02ZengFaculty of Cultural Sciences, Universitas MulawarmanCaLLs: Journal of Culture, Arts, Literature, and Linguistics2460-674X2549-77072024-12-0110217020010.30872/calls.v10i2.185165674Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian AdvertisementsJepri - Jepri0Universitas BalikpapanABSTRACT Cultural adaptation plays an important role in the process of translating ads, whereby Hofstede’s theory of cultural dimension holds true for the case of English-Indonesian translation as well (Hofstede, 1980: p. 60). Marketing strategies must incorporate cultural elements, dialects, and images that resonate with the community. This is a case study to establish whether and to what extent cultural adaptation increases the credibility of English and Indonesian advertisement translations as well as interest and involvement of the audience. Focus was also placed on cultural theories of moderation and localization, including Hofstede’s model of cultural parameters (Hofstede, 1980; De Mooij, 2011), The study highlights the need for being culturally sensitive while translating advertisements. While adaptation increases the naturalness and appeal, it raises questions on how to balance fidelity to the original with accuracy of linguistics and cultural nuances. Keywords: cultural adaptation, Advertising Translationhttps://e-journals.unmul.ac.id/index.php/CALLS/article/view/18516translation, cultural adaptation |
| spellingShingle | Jepri - Jepri Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements CaLLs: Journal of Culture, Arts, Literature, and Linguistics translation, cultural adaptation |
| title | Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements |
| title_full | Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements |
| title_fullStr | Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements |
| title_full_unstemmed | Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements |
| title_short | Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements |
| title_sort | enhancing the naturalness through cultural adaptation in translating english indonesian advertisements |
| topic | translation, cultural adaptation |
| url | https://e-journals.unmul.ac.id/index.php/CALLS/article/view/18516 |
| work_keys_str_mv | AT jeprijepri enhancingthenaturalnessthroughculturaladaptationintranslatingenglishindonesianadvertisements |