Translating Marketing Texts into Arabic: Possible Challenges & Solutions

Introduction

Marketing translation is super tricky. From choosing the right tone of voice to transcreation, there is a lot of work to be done for one single sentence. Some languages need more attention than others because of several considerations.?In Arabic, the situation is more challenging for several reasons.?

Standard Arabic or Dialects

First, choosing the language or the dialect you would like to translate your message into could have consequences. Your number one choice should be Modern Standard Arabic as long as you don't target a specific country or region. So, a translation targeting the Arabic speaking countries would be totally different from a translation targeting an Egyptian market. This also depends on your product and the tone your company use for promotion. You have to understand that Standard Arabic is a more classic language and dialects are more lively and less formal.

?If you don't know the difference between Standard Arabic and dialects, check this article.

Tone of Voice

The tone of voice you use mostly depends on the tone of your company and the nature of your product. Feminine products are mostly associated with the idea of glowing and being refreshed and this leads to a soft tone of voice. Men's products, on the other hand, are all about being strong and tough and this leads to a strong tone of voice. So, it's essential to choose the right tone of voice. Tone of voice could also lead to choosing a specific dialect to express the sarcasm or the softness intended.

What about Currency

Another problem you might face when translating marketing is the choice of currency. Yes, the whole Arab world speak the same language, but we use different currencies. You don't want to talk about your sale pointing that the price is 30 Egyptian pounds when it's promoted in Saudi Arabia where the currency?is Saudi riyal.

The problem with currency is a headache when you are translating a promotional material to be available all over the Arab world. The question is always about what currency to choose and the answer could vary. Sometimes all you can do is to exchange it and make in USD. Another option could be resorting to the Saudi?riyal. Again, if you are targeting a specific country, you would easily choose its currency and you will be saved from this dilemma.

Dates and Time

Stating dates is hard in Arabic as some countries choose the Hijri calendar and others choose the Gregorian date. Even the countries that use the Gregorian date name months differently. However, the standard is to use the Gregorian date when targeting your audience in the Arab world in general. When targeting a specific country, there would be no drama and you will only use the date used there.

Stating the time is another challenge as the countries in the Arab world are in different time zones. Yes, they are all located near one another, but you don't want your customers check an offer at a time when it is no longer there. The trick is to use the time in Saudi Arabia and everyone else live outside it will convert the time and know when exactly in their own time.

Designs and Photos

It is known that Arabic is a right to left language, but the truth is Arabic is a bidirectional language where the writing is usually starts from right to left unless there is a foreign word. In this case, it is written from left to right. The same also applies to photos and designs as marketing materials might contain designs or photos. That's why it is very important to make the visuals express the idea of the marketing text clearly and correctly.

If your visuals have a sequence of events that should deliver a specific message, you need to keep the visuals start from right to left as neglecting this would result in confusion. You can learn more about directionality in Arabic from here.

Conclusion

Translating marketing texts into Arabic could be tricky if you don't consider the specifications of Arabic language and the Arab world in general. It is essential to know whether you are targeting the whole Arab world or a specific country.