الملخص
Abstract This study aims at assisting translators in translating cultural concepts in advertisement. It indicates that knowledge of discourse analysis and semiotics is important to identify cultural aspects in advertisements and determine how they can be translated to the target culture. In addition, it focuses on the importance of considering cultural differences, either verbal or non-verbal, when translating advertisements; otherwise inadequate translation will be produced to the target culture. It also presents the main cultural problems, such as those related to religion and communication styles, which encounter a translator when translating an advertisement from English into Arabic context. This study also examined a sample of English advertisements including cultural concepts of four international restaurants, which are Chili's, Friday's, Applebee's and Steak House, in Riyadh. The aim of this examination is to prove for the translator that inadequate translation of cultural concepts does not help in conveying the message of the advertisement with the same effect to the target consumer. Restaurant advertisements were particularly selected because they are the most common in the Saudi society. Moreover, this examination aims to identify the most common translation strategies used in translating cultural concepts in advertisements of restaurants to show whether they are effective or not. This identification was through a comparative analysis of the advertisements and a questionnaire. After the statistical analysis, the findings showed that transliteration and loan words strategies are the most used by translators. These strategies are inappropriate in translating cultural concepts because they produce target texts unacceptable for the target culture. Also, the findings revealed that these strategies contribute to decreasing the sales since they do not convey the correct meaning and, thus, the advertisement will lose its value and will not be attractive for most consumers. The role of translator in translating advertisements, recommendations and implications for further researches were presented in the final chapter
