Translation of Names in Consumer-oriented Texts: In-flight Magazines Articles as a Case Study

This study aims to explore and investigate the procedures that are currently used in translating proper nouns within the area of consumer-oriented texts. The paper contributes to the development of the understanding of translation involving the English-Arabic language pair, with a particular look at differences in their cultural elements in a selection of articles that are taken from in-flight magazines of Gulf region airlines. Vermeer’s model of translation operations for rendering proper names (2003) is adopted to this study while the data is arranged according to Newmark’s categorization of proper names (1988). Findings show that substitution/transliteration is the most frequent translation procedure in the translation of proper names in consumer-oriented texts.