A multimodal translation analysis of online app advertisements: the case of Careem as a Taxi-sharing app in Iraq

Abstract

Abstract This research presents a multimodal translation analysis of 20 online advertisements (Ads) for Careem App from Arabic into English. It tries to examine what effects the multimodal elements have on the translation of these Ads; this can be done by shedding light on the similarities and differences of the verbal and visual contents on the one hand, and the consequent effects in rendering from Arabic into English, on the other. The analysis has shown that some mismatching was done by the translator in neglecting the message of the Ads by changing the linguistic content, without taking into consideration the relationship between the textual and visual contents. Examples of mismatching idioms, expressions, and collocations related to the Iraqi culture were found. Also, some Ads were identical in their visual elements, but the verbal content of the translated ones failed to convey the meaning of the source Ads due to cultural differences. The study has also found that the textual-visual relationship is not realized in most of the translated Ads on the word, and above word level. This, in turn, has a direct influence on the textual level; and has consequently led to instances of mismatching in rendering the whole meaning of the target message.