Abstract
This study aims to explore and investigate the procedures that are currently used in translating proper nouns within the area of consumer-oriented texts. The paper contributes to the development of the understanding of translation involving the English-Arabic language pair, with a particular look at differences in their cultural elements in a selection of articles that are taken from in-flight magazines of Gulf region airlines. Vermeer’s model of translation operations for rendering proper names (2003) is adopted to this study while the data is arranged according to Newmark’s categorization of proper names (1988). Findings show that substitution/transliteration is the most frequent translation procedure in the translation of proper names in consumer-oriented texts.
Highlights
1 The translation of proper names can be one of the most challenging translation decisions as it is not always the case that proper names are mere labels for identification
The majority of in-flight magazines in Gulf airlines are in two languages, Arabic and English, which raises the question of what kind of translation mechanism has been used
The present study aims at investigating the use of translation operations for rendering proper names in consumer-oriented texts. the Proper names in the data were first categorised according to Newmark’s categorization of proper names (1988), i.e. people’s names, names of objects and geographical terms
Summary
Many proper names have some sort of meaning that should be taking in consideration to avoid any negative consequences in translation Exploring this noun category will reveal current translation practices and identify the most problematic issues that might lead to misunderstanding especially when it comes to rendition between two relatively remote cultures. In the case of Gulf in-flight magazines we are not initially sure about the language of the source text. The aim of this paper is to explore the current usage of translating proper names in in-flight magazines in Gulf airlines within English-Arabic language pair based on Vermeer’s model for the translation operations of proper names (2003), after the proper names in the data are classified under Newmark’s (1988) categorization of proper names
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