Influence of English on Arabic Online Advertisements - Research Paper Example

The use of English language in Arabic online advertisements Name Institution Date The use of English language in Arabic online advertisements Introduction Arabic online advertisement has experienced changes in the recent past especially in language used for the commercials. Language used in advertisements has a great impact on how people behave and react to a product or service being advertised. Customers have to understand so as to attain the purpose of commercials. Nashwan (2007) states that, although customers and all viewers are influenced by the commercial’s’ visual content, language that marketers use in posting these advertisements creates resilience and enable them to identify the product. English is a common language among many people worldwide, and therefore, its importance is likely to be ignored. Since English comes as a second language among the Arabic people, its use in Arabic advertisements is likely to have an impact on the identity of Arabic online commercials. Research aims and goals The main concern of this paper is to find out how the identity of Arabic online commercials has been influenced by English language. To determine the impact of the language, the paper focuses on different methods of using English words in online advertisements particularly because of their popularity. The research examines perceived identity of Arabic advertisement before introduction of English language. With this information, the research seeks toinvestigate possible changes that English language might have caused. Qualitative data collected is intended to determine solution to the research question in detail. Research questions With the increased usage of English language in most Arabic commercials, it is important that aspects of English language are identified to determine the impacts it has caused on the previous system. Analysis of the research problem can therefore be addressed through research questions below: 1. How have English words been used in Arabic online advertisement as a result of popularity of English language? 2. What are the perceptions surrounding English language within and outside Arabic countries and how was it introduced in Arabic advertisements? 3. What was the identity of Arabic advertisements before introducing English language? 4. What changes has the Arabic advertisements sector experienced since introduction of English language? Relevance of the project English lexicons have been incorporated in Arabic advertisements and play different functions in relation to the Arabic language. This in turn has transformed the Arabic commercial segment in a way. Identification of the impacts of this language on the Arabic advertisement identity as being investigated by the study will enable the locals ascertain relevance of fully or partially incorporating this language in the commercials or considering other options. Through the research findings and analysis, advertising companies together with media agents will be informed about perceptions and beliefs concerning English language that cause an impact to Arabic advertising. The study also provides information from the survey that can be employed to make informed decisions concerning future advertisements by these parties. This research provides a basis for more research in the future. Limited research has been conducted on the advertising industry; therefore the research might identify more loop holes in the area that research will be required. It also encourages further research on the topic. Literature review Al-Sa’ati (2006) writes on advertisement in connection to English language. The author attempts to investigate how dialogue advertisements for consumers in Arabic TV are done in relation to English language. Other than verbal advertisements, the author also examines recorded and visual features of Arabic advertisements in English language. Al- Sa’ati (2006) notes that, efficiency and effectiveness of an advertisement as it reaches out to customers is only assured when the involved advertiser is well versed with language and stylistic diplomacies applied in the ads. He illustrates advertisement as something that is supposed to motivate the audience and persuade them for the sake of commercial benefits. Nile satellite channels indicate TV strategies and the use of English language in the advertisements. As quoted by the Author, advertisements stated in terms of news are supposed to mention and put an emphasis to the product targeted. This literature is useful in the research since it reflects the identity of Arabic advertisements. The beauty and tradition embraced in Arabic advertising is depicted in poetic and lengthy messages understood by everyone. According to the author, English language in advertising adopts the reverse of Arabic language exhibiting brief messages that are also short when used in advertisements. However, it is also understood. Before introduction of English language, Arabic was used to air advertisements in the countries. Due to its popularity as a poetic language among the world’s poetic languages, this aspect has been applied in its commercials too. The Arabic people perceive that English language is a language used by western people to influence and compromise Arabic vocabulary. According to a number of linguistics, the Arabic language used in advertising is active and existing still under the normal language development process contrary to the opinion of other linguistics who perceive this language as hybridized and straightforward. According to the author, media fanatics, scholars and professionals in advertising world differ in opinion concerning the Arabic language and the way it is used in marketing and advertisements yet they have a common goal of defending purity of Arabic language as they focus on its usage. Mathkour (2014) attempts to examine loan words in colloquial Arabic and investigates how English and French languages are used to modify these words. It is case study involving transportation in Jordan and author uses the term loan words to express borrowing of words from one language to another. The author argues that for English to have an impact in Arabic advertising, the two languages have interacted. There is an aspect of borrowing from English to Arabic. Lexical items are borrowed from English and used in Arabic ads daily. The author illustrates in literature that borrowing can be pure for example in the case of the word steering which is pronounced the same way both in Arabic and in English. Adjusted borrowing on the other side incorporates a sound from one language in another. For example in the word Ask as stated by the author is axle in Arabic indicating a similar ending sound. Adapting a loanword from English to Arabic just like any other borrowing process takes time to be fully integrated. Modification of the loan words takes place with time. The author mentions introduction of English language in Arabia as a result of colonialism. Although incorporation of the language in advertisement is not well stated, the language was already introduced in the economy and political sphere. Due to cultural influence and globalization, advertising companies started using English as a strategy to stand out and promote Arabic products globally. The author Al-Agha (2006) writes about linguistic translation of advertisements posted in English and converts them into Arabic using appropriate strategies. He states transliteration and borrowing as one of the methods that English language is used in changing Arabic advertisement where English words are used in the advertisement. Feng (2011) provides an analysis and attempts to investigate and explain the importance of English language. Literature by this author is relevant in answering the second research question on perceptions of English language. This literature will also help in identifying why and what English words are suitable in the advertisements and how the language changed Arabic advertisements’ identity. According to Feng (2011), it is the fourth widely spoken language that is inherent globally and most commonly used official language the importance of learning English is evidence in different sectors and among different people. The developing technology has emphasized importance and role of the language in industries like education, medical industry and engineering. As the digital world is coming up with software for language translation, the most commonly used language is English for websites globally.Latest technological applications and programs such as freeware applications and social media networks are also written in English. Learning English is important while using software manuals and installation of hardware since the most guides are written in English. Companies manufacturing consumer electronics and devices for entertainment avail the products and product fact sheets in English language first before other languages and do advertisements in the same language (Wang, 2011). According to Feng (2011), English is of greater importance in the education sector other than the other sectors. English is used in colleges and lower education levels in most countries for efficiency purposes. It is also embraced so as to facilitate international power especially when people from different parts of the world meet and English is the only common language of communication. Other than ability to communicate in the international realm, English as a medium of instruction in higher learning institutions enable leaners to secure high quality jobs and scientific information access at a student level. Top universities attracting most international students such as institutions based in Canada, New Zealand and United states use English as first language and in issuing instructions. In the future, English will be used to educate children and the other generation at large. It will also be used to communicate with the children for those who already know. According to the trend that English is taking, English will, be a first language globally and the future will be full opportunities for fluent English speakers. I will apply it in communication wand at work in the international level (Lee, 2008). Methodology A sample of ten different online advertisements was selected to derive data used to attain objective of the research. The advertisements were obtained from Arabic electronic newspapers. Literature review was also conducted to acquire secondary data from works of previous researchers. However, data from this literature was based on limited to studies investigating Arabic advertisements in relation to English language. There was a limitation in selecting the samples for the research such that, all of them must have included English lexicons. These commercials are then evaluated to determine functions and roles of each word and to investigate how these words relate to Arabic language. Analysis of results for discussion will adopt analytical framework. Since it qualitative research, analysis of data will also be qualitative. Results and discussion Advertising language Arabic language of advertising involves lengthy sentences that are poetic as is the originality of the language. This is the identity that English language changes in Arabic advertisement. English advertisements involve short precise sentences that engage customers and are known for its simplicity adopting modern kind of advertisement. According to Gully (1997) literature, the media and advertising agents together with scholars believe in modernity of advertisement that focuses on full customer involvement and adopts simplicity in promoting products. From literature review, English language is spoken and used globally. Due to the US and Britain influence globally in social, cultural and political areas, English language became dominant internationally. Using English in advertisements is likely to take commercials at international levels other than just reaching locals. From the work of Al-Sa’ati (2006), it is vital that advertisers be well conversant with the language used in advertising as well as strategies employed. Continual incorporation of English language in Arabic advertisement creates the need for awareness of English language and approaches of advertisement. Enhancing globalization Classical Arabic is known to connect customers best compared to Colloquial Arabic since it the basis for other Arabic dialects. Arabic people perceive classical Arabic to bear the full beauty of the language therefore creating much attention among customers. Use of English language in advertisement is thought to affect other areas like education where English is taught in depth compared to Arabic. The next generation might therefore fail to have a full grasp of what their mother tongue entails. English breaks the culture barrier through translation and creating a global picture of Arabic advertisement. For example, the normal Arabic word الحارةبالشطةدجاج is literally translated to English as Chillie Chicken. It is easily understood worldwide in English rather than in the poetic and beautiful Arabic language. The advertisement on children’s camp during summer break (appendix 1) is entirely aired in English. Advertisers therefore must be well versed with the advertisements as it is aired. Second advertisement illustrates the preciseness of English language that is contrary to Long messages which is previous Arabic identity. The advertisement abbreviates some words such as HR. Loan words and borrowing Loan words and borrowing arise as a result of interaction between languages. Arabic adopts English lexicons in ads and the same way French or English adopt words from Arabic. English language was exposed among Arabs as a result of dominance by the French and English people in the area. Loan words are practically conformed to their language of origin reflecting their base language. In areas like fast food advertisement, translation strategies are adopted to include English versions of advertisements for greater understanding. Translations supplement source texts nonliterally. For example, loan word for chillie chicken is الدجاجتشلي while its literal translation is الحارةبالشطةدجاج. Discussion The simplicity and lucidity of advertising content distinguishes it from other styles and forms of languages. Modernity in advertising involves using minimal words and brief messages to promote products or services. Traditionally, Arabic language is expressive and uses long sentences to express uses of products unlike English. English advertising that comes along with modernity changes this aspect of Arab advertising. Many scholars and advertising specialist have considered previous Arabic advertisements as underdeveloped precisely because of the language used. Since long messages are used in promotion, there is a higher possibility that it dilutes the actual message. English is also important in the business world. For business to diversify and go international, English is the primarily used language. It is important for employment purposes since graduates who are fluent in English have a higher chance of being absorbed or employed in such business subsidiaries. Most companies’ management assigns tasks to subordinates using English and also makes use of their company website in posting jobs and company updates. These posts are first written in English and maybe translated later into other languages. Company projects are carried out in English and as a project manager or team member, learning English is important especially if collection of data from other people is involved. English has brought about multicultural connections due to effectiveness of its words in advertising products. The language has been able to eradicate restrictions and the inability of global connections in the advertisement world as a result of language difference. From the literature review, classical Arabic is preferred among the Arabic people to colloquial Arabic because it maintains originality; however, it is not the view of every Arab. Copywriters and Advertising experts think of colloquial Arabic as enhancing creativity and showcasing the talent in Arabic language. If classical Arabic can be used for the sake of diversity and compelling customers’ involvement locally, English language changes the Arabic online advertisement from national and local advertising and models it into an international hub for dispensing worldwide brands. Learning English both at the beginners and intermediate levels of English equip advertising experts and personnel in the media world with adequate English skills and confidence in English speaking and writing. This is what the industry calls for if English is to be used effectively in advertising. Touchstone series also gives understanding of English by application to real life situations. Advertisers can learn vocabulary all through and grammatical concepts required by advertising companies to improve the effectiveness of how they express the commercials. English seems to be getting rid of the previous culture and moving from language borrowing to dominance in Arabic advertising. If other languages are taught in depth in Arabia more than Arabic itself, future advertisements are likely to be done in English and other languages and not Arabic. Not all English words used in Arabic advertisements are borrowed or loaned to retain originality in the base language. Some words are code switched, retaining aspects of the benefactor language. Some of the English Lexicons that have influenced Arabic advertisement derived from Advertisements are shown below: English Arabic Hotdog هامبورجر Hamburger هوتدوج Chillie chicken الحارةبالشطةدجاج Pure corn oil zaytdhura â¢af³ Best Tobacco money can buy ajwadm¢ayumkinshir¢aéuhu min tibgh Recommendations The importance of English cannot be explored in business, education and medical industry. It is also growing worldwide and in the future, English might be the most spoken language worldwide. It is important for graduates to learn English either as first or second language since English is not only used now, but also applicable in the future. English advertisements can be understood globally. Future research might consider studying Arabic advertisement strategies that are non-verbal and conducted in English. Other than the strategies, specific norms and cultural aspects of making advertisements in Arabic can be studied in detail. It is also important to consider the psychological aspects of advertisement on customers. This will enable derive better strategies in using English in Arabic advertisement. Conclusion In conclusion, it is evident that English language in Arabic advertising has changed the purity and traditional aspects of Arabic language in terms of its meaning and structure. Modern society is characterized by high growing rate of advertisement which has become a part of consumers. English language has not only changed the advertisement content but also parties involved in structuring advertisements since advertiser have to advance their knowledge and create awareness of English vocabularies so as to be effective in airing English advertisements. English language is creeping in westernization into Arabic advertisement, making the sector lose its identity by adopting English language in most of its advertisements. References Feng, A. (2011). English Language Education Across Greater China. Bristol, UK: Multilingual Matters. Print. Wang, Y. (2011). Education and Educational Technology. Berlin: Springer. Print. Lee, S. (2008). Toward a Better Future: Education and Training for Economic Development in Singapore Since 1965. Washington, D.C: World Bank. Internet resource. Al-Nasiri, Z. (2002). Problems of Translating Advertising Discourse from English into Arabic. Unpublished M.A. Thesis.University of Mosul. Al Agha, B. A. A. (2006). The translation of fast food advertising texts from English to Arabic. University of South Africa. Al-Sa’ati, N. M. (2007). The discourse of TV Arabic Advertisement with reference to English. University of Mosul. Gully, A. (1997). The discourse of Arabic advertising: preliminary investigations. Journal of Arabic and Islamic studies. Mathkour, H. (2014). Morphological analysis of Jordanian Colloquial Arabic Loanword: The case of cars and transportation. Internet source Online sources Advertisement links: http://dubaicity.olx.ae/english-arabic-language-courses-ielts-sat-gmat-gre-classes-in-bur-dubai-in-al-qusais-iid-578735092 http://dubaicity.olx.ae/english-arabic-language-courses-ielts-sat-gmat-gre-classes-in-bur-dubai-in-al-qusais-iid-578735092 http://dubaicity.olx.ae/summer-club-to-learn-arabic-english-or-french-at-dar-el-ilm-iid-380306081 http://projectreuseme.wordpress.com/2012/01 Verbal advertisements Arab McDonald’s commercial Gulf Bank (United Arab Emirates) Commercial.< http://www.youtube.com/watch?v=gvRKez54B3k> Snickers – “Mansaf” Arabic commercial < http://www.youtube.com/watch?v=Y9yAsI15s0w> Appendices Appendix 1 http://dubaicity.olx.ae/summer-club-to-learn-arabic-english-or-french-at-dar-el-ilm-iid-380306081 Appendix 2 Advertisement for Qisma Shampoo Customer: idd³n³ s-sirr f³ saô¢adtik d³ kullah¢a? Presenter: abadanghasalt(i) shaôr³ bi sh¢amb¢uéisma l-gad³d Customer: eh −hik¢etuh da? Presenter: min khil¢aldir¢as¢at mustaf³da istamarritsanaw¢at ôad³da tawaââal khubar¢aé it-tagm³l il¢ash¢amb¢uéisma l-gad³d Customer: mawg¢ud dilwaét³? Presenter: witalatanw¢aôkam¢an . . . li sh-shaôrig-g¢aff . . . li sh-shaôr id- duhn³wi li sh-shaôr il-ô¢ad³ . . . gawdaô¢aliya f³ t-tark³b . . . r¢aéi−ha mutamayyiza . . . yagôalish-shaôrdh¢u bar³q . . . sh¢amb¢uéisma l-gid³d . . . huwwa ill³ f³ khay¢al³ Customer: wisiôruh ô¢ad³ Translation Customer: why are you happy? Presenter: It is not a secret; I washed my hair with the new Qisma shampoo Customer: Speak me about it Presenter: after a few years of study, beauty experts came up with a new shampoo from Qisma Customer: Is it obtainable now? Presenter: Yes. It is in three brands, for dry, greasy and ordinary hair. It has unique fragrance, high- quality composition and makes your hair shine. Qisma shampoo is my choice. Customer: The price is reasonable. Appendix 3 Cuddlies diaper advertisement Arabic:il-b¢ebih¢atbitfa−d−dal kudl³z.sabaôçtabaé¢atwiastik. kudl³zbiyitkawwin min sabaôçtabaq¢atlikayyuéakkidr¢a−hitwigaf¢afçtiflik. wili maz³d min al-i−hk¢ammuzawwad bi astik. il-b¢ebih¢atbitfa−d−dal kudl³z. sabaôçtabaé¢atwiastik. English:Cuddlies is loved by babies. It has seven layers and elastic. The seven layers guarantee that the child is comfortable and dry. A piece of plastic on the diaper ensures additional strength. Cuddlies is loved by babies. It has seven layers and elastic. Appendix 4 Appendix 5 http://projectreuseme.wordpress.com/2012/01/30/reuse-5-0-english-advertisement/ Appendix 6 http://dubaicity.olx.ae/english-arabic-language-courses-ielts-sat-gmat-gre-classes-in-bur-dubai-in-al-qusais-iid-578735092 Verbal advertisements Appendix 7 Arab McDonald’s commercial Appendix 8 Gulf Bank (United Arab Emirates) Commercial. Appendix 9 Snickers – “Mansaf” Arabic commercial Appendix 10 Read More

Literature review Al-Sa’ati (2006) writes on advertisement in connection to English language. The author attempts to investigate how dialogue advertisements for consumers in Arabic TV are done in relation to English language. Other than verbal advertisements, the author also examines recorded and visual features of Arabic advertisements in English language. Al- Sa’ati (2006) notes that, efficiency and effectiveness of an advertisement as it reaches out to customers is only assured when the involved advertiser is well versed with language and stylistic diplomacies applied in the ads.

He illustrates advertisement as something that is supposed to motivate the audience and persuade them for the sake of commercial benefits. Nile satellite channels indicate TV strategies and the use of English language in the advertisements. As quoted by the Author, advertisements stated in terms of news are supposed to mention and put an emphasis to the product targeted. This literature is useful in the research since it reflects the identity of Arabic advertisements. The beauty and tradition embraced in Arabic advertising is depicted in poetic and lengthy messages understood by everyone.

According to the author, English language in advertising adopts the reverse of Arabic language exhibiting brief messages that are also short when used in advertisements. However, it is also understood. Before introduction of English language, Arabic was used to air advertisements in the countries. Due to its popularity as a poetic language among the world’s poetic languages, this aspect has been applied in its commercials too. The Arabic people perceive that English language is a language used by western people to influence and compromise Arabic vocabulary.

According to a number of linguistics, the Arabic language used in advertising is active and existing still under the normal language development process contrary to the opinion of other linguistics who perceive this language as hybridized and straightforward. According to the author, media fanatics, scholars and professionals in advertising world differ in opinion concerning the Arabic language and the way it is used in marketing and advertisements yet they have a common goal of defending purity of Arabic language as they focus on its usage.

Mathkour (2014) attempts to examine loan words in colloquial Arabic and investigates how English and French languages are used to modify these words. It is case study involving transportation in Jordan and author uses the term loan words to express borrowing of words from one language to another. The author argues that for English to have an impact in Arabic advertising, the two languages have interacted. There is an aspect of borrowing from English to Arabic. Lexical items are borrowed from English and used in Arabic ads daily.

The author illustrates in literature that borrowing can be pure for example in the case of the word steering which is pronounced the same way both in Arabic and in English. Adjusted borrowing on the other side incorporates a sound from one language in another. For example in the word Ask as stated by the author is axle in Arabic indicating a similar ending sound. Adapting a loanword from English to Arabic just like any other borrowing process takes time to be fully integrated. Modification of the loan words takes place with time.

The author mentions introduction of English language in Arabia as a result of colonialism. Although incorporation of the language in advertisement is not well stated, the language was already introduced in the economy and political sphere. Due to cultural influence and globalization, advertising companies started using English as a strategy to stand out and promote Arabic products globally. The author Al-Agha (2006) writes about linguistic translation of advertisements posted in English and converts them into Arabic using appropriate strategies.

He states transliteration and borrowing as one of the methods that English language is used in changing Arabic advertisement where English words are used in the advertisement.

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