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

Résumé

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.