Translation Strategies in the English-Arabic e-Brochures of Baby Care Products

This paper investigates the translations of a sample of 35 English-Arabic e-brochures of four corporate websites promoting baby care products in terms of the translation strategies adopted within the framework of skopos theory. Specifically, the study explores the extent to which the strategies are compatible with the principles of the skopos theory to examine whether the intended skopos is communicated to target culture successfully and to ensure that the e-brochure is as effective to the target web surfer as it is to the original. In analysing the data collected, a comparative quantitative analysis is adopted to obtain reliable and objective findings. The findings reveal that the main translation strategies used in translating the e-brochures under investigation are transference, transliteration, literal translation and omission. Moreover, unsuccessful choice of the translation strategy causes the target text to be deviated from its skopos; thus, leading to website abandonment by web surfers.