Methods of Intra-Cultural Translating of Advertising Via Internet :Non-Alcoholic Malt Beverage and McDonald´s as a Model

Abstract

The aim of this paper is tohighlight the importance of translation theory in Internet advertising and to study the role it plays in communicating the advertising message from the source language (SL) to the target language (TL), i.e. the Arabic language. Therefore, the Arab´s cultural reference is different from that of the Western. It is noteworthy to reveal that the culture is one of the basic factors which makes a solid structure to the advertising strategy supporting the method of persuasion; this one is considered one of the main methods in advertising discourse.The point here is that globalization does not eliminate the local character of some countries, but rather respects the cultural and linguistic specificity of each country. Despite the common religious interface among Arab countries, Arab culture differs from one country to another. The culture and the dialect of the Maghreb is somehow different from those of Saudi Arabia and Egypt, for example. Mc Donald´s, for instance is one of the models that seeks to give its global touch, but at the same time is still working to respect the cultural characteristics and the original local meal of each country.