Use of English Language in Arabic Online Advertisements - Research Paper Example

The use of English in Arabic online advertisements Name Date Course Introduction The main aim of the commercial advertisements is to capture the attention of the audience in order to promote products or services. The audience must therefore understand the message in the commercial advertisement in order to purchases the product or service. The language being used during advertising is therefore important in ensuring that a large number of audiences are able to understand the message (Al-Khalifa, 2012). Most organizations always intend to create awareness among a diverse group of customers. This is considering that globalization has led to the movement of people from diverse cultures and language in different parts of the continents. English has emerged as a global language and many people understand it. The use of English in advertisements ensures that a large number of people in different parts of the world are able to understand the message in the advertisements (Camiciottoli, 2013). In the Arabic advertisements, English words are increasingly becoming common. In the food industry, the Arabic advertisements usually have Words or slogans for the purposes of enabling the people familiar with the English language to understand the advertisement. In most of the Arabic online commercial advertisements, the English slogans or vocabularies are commonly used. This is because most of the online users are familiar with the English language which is a global language. On the other hand, it is also important to note that the use of the English slogan and vocabularies has been able to popularize most of the products through the internet. The paper thus discusses the relevance and importance of using English in Arabic online advertisements. Research Aims and Goals To determine the factors that contributed to the use of English language in Arabic advertisements. To determine the relevance of using the English language in the online Arabic advertisements. To determine the impacts of using the English language in online Arabic advertisements. To determine the success of using English in online Arabic advertisement. To determine the strategies of use of English in the online Arabic advertisements. Research questions 1. What is the effectiveness of using English language in the Online Arabic advertisements? 2. How do the members of the public and the customers perceive the use of the English language in Arabic advertisements? 3. Why is the use of English becoming increasingly common in most of the online Arabic advertisements? 4. What have been the achievements of using the English language in online Arabic advertisements? 5. What are the strategies that are applied in the use of English in the Arabic advertisements? Literature Review The use of English in the global scene is on the increase and it has attracted millions of people. Most of the sectors are also embracing the use of English for the purpose of giving instructions. The increasing rate of globalization has also forced most of the companies to spread their operations in different parts of the world. This means that organizations have to use languages that can be understood by the majority of the customers in different parts of the world. The use of online methods in advertisements has also been on the increase due to the increased rate in the use of the internet. English is spoken by most of the people in the world and it therefore provides an important means of carrying out advertisements. Companies from Saudi Arabia have also gone global for the purposes of ensuring that it increases its customer base. Advertisements play an essential role in ensuring that the customers are able to know about the products and services of the companies. The use of English in online Arabic advertisements was thus introduced by the increase in globalization (Al Agha, 2009). On the other hand, it is also important to note the use of English in the Arabic advertisements is mainly for the purposes of enabling the companies to get in touch with the global customers. The use of English vocabularies therefore plays the role of attracting the attention of the majority of the people online who understand English. This has impacted positively on the process of creating awareness of the products and services of the Saudi Arabian companies that have gone global. The main strategy in most of the Arabic advertisements also involves the use of simple English words that captures the attention of the readers. The use of English vocabularies and slogans in the online Arab advertisements has received a positive perception among the customers. This is because most of the customers feel that the Arabic identity of the products is still maintained while at the same time the customers who understand English are able to know about the products. The Arabic identity has not been affected by the use of English slogans and vocabularies for the purpose of advertisements. Through the use of the English language in the online Arabic advertisements, a high number of people have been attracted to the products in the global market. The aim of promoting the Arabic products in the global market has been achieved through the use of the English vocabularies and slogans. This has contributed to the increase in the number of customers and hence impacting positively on the profitability of the companies. It is also important t to note that the use of the English vocabularies and slogans has not overshadowed the use of Arabic. This is because Arabic is still used in the advertisement. It is also important to note that some of the Arabic words have almost the same pronunciation and meaning as the English words (Ashabai, 2012). Such words have been used widely in the advertisements and it has worked well in the advertisements. The customers as well as the Saudi Arabian companies therefore benefit from the process as it is convenient to both the customers and the companies. The use of the English words in the Arabic advertisements is relevant in the modern world due to the diverse nature of the customers. The diversity of the customers has encouraged most of the companies to be innovative. This resulted to the use of English words in the advertisements and it has been effective in terms of reaching out to the customers who understand the English language. On the other hand the customers who understand the English language have been encouraged to purchase the Arabic products. Competition is an important aspect in business and it determines the ability of an organization to thrive in the market (Ulvydienė, 2014). The advertisement therefore plays an important role in ensuring that the companies are able to compete effectively in the market by creating the awareness among the diverse customers in the market. The Arabic companies have also discovered that English is becoming the first language or most of the people in the world. This makes it the most spoken and used language throughout the globe. The use of the English language therefore plays an essential role in reaching out to a high number of people as compared to the use of Arabic language only. It is also easy to obtain the English words for use on advertisements due to the easy availability of the English translation software. On the other hand, it is also important to note that the most of the Arabic companies are increasingly achieving their aims of advertisement through the use of the English words. Methodology The data was collected from the Arab daily News which is an important online electronic newspaper in Saudi Arabia. The data involved the collection of 6 advertisements in the food category that have English vocabularies or slogans. The advertisements were then analyzed for the purposes of determining the aims and objective of the research based on the research questions. Literature review was also collected from different articles related to the research. This was for the purpose of obtaining the views of the other authors who have carried out previous research on the topic. Credible sources of data were used for the purposes of data collection. This was for the purposes of ensuring that the data collected is accurate and hence improving on the reliability of the research. Recent books and journals were used for the purposes of data collection with regards to the literature review. This is due to the changing nature of the data and the recent nature of the concepts of using English in online Arabic advertisements. The process of data collection was carried out in an ethical, manner in order to obtain accurate information regarding the topic. The concepts of qualitative analysis were used for the purposes of analyzing the data collected. This method of analysis is important when quality as compared to quantity is required. The analytical framework used required the concepts of qualitative analysis which does not include the use of intensive calculations. High levels of accuracy were also maintained during the process of data analysis. Results The six advertisements indicate that the use of English in the Arabic advertisements is for the purposes of reaching out to the global customers. This is considering that the products are sold in different parts of the world. The use of English words and vocabularies are also brief in most of the advertisements as compared to the Arabic words. In the advertisement of Al ameed coffee, the slogan Rich taste of Arabia has been used in English language. The advertisement has been done using only the English language. The advertisement has been featured in the Arabic Daily News which is a popular electronic newspaper in the United Arab Emirates. The advertisement for Zalatimo sweets has also been featured in the electronic website. In this advertisement, both the English and Arabic words have been used. This advertisement is thus useful for capturing the attention of both the Arabic audience and the English audience. Ziyad products are commonly advertised in the electronic newspaper using both the English and Arabic words. However, it is important to note that only short sentences are used in the advertisement through the use of the English language. In the advertisement of milk cream only two English words have been used with the rest being Arabic. This use of the English words play an important role in ensuring that the English speaking customers are able to understand the contents of the advertisement. The advertisements appear in the electronic newspaper as the newspaper is common among most of the English and Arabic users. The advertisement for different brands of yoghurt by Ziyad brand is also important an important advertisement that has been featured in the Arab Daily News. This advertisement has both Arabic and English words which makes it easy for the customers to identify the brands. The Slogan has been written in English and it reads Quality products from our family to yours. In this advertisement, it is could have been difficult for the English speakers to understand the nature of the products had some English words not be included. The other product in the website is a soup making ingredient with an English slogan Demand the best. The use of English is important in creating an understanding among the English speakers. This is an indication that the use of English is increasingly becoming important in the advertisement of the Arabic products. The online advertisements play an essential role in ensuring that different audiences can be attracted to the products of the company. Soup starter is also an important product from Ziyad that has been addressed in the Arab Daily News. The advertisement of the product is purely in English. This is also important in terms of creating awareness among the English speakers although the product is mainly Arabic. The online advertisements are also precise and simple which is important in ensuring that the internet users are able to view them. The use of English is common in al the advertisements despite the products being from an Arabic company. Kiri al a crème is also an Arabic product that has been advertised in the online newspaper. Most of the writings in the advertisement are in Arab however one English word has been used. This plays an important role in enabling the English users to know about the products. Te use of English in the advertisement is an indication that the advertisement is trying to attract the English speakers. Discussion The use of the English words in the online Arabic advertisement is an important strategies that the organizations are using to win more customer. In most of the advertisements, the strategy involves the use of simple English words or slogans which can attract the attention of the English speakers. Unlike the use of the Arabic words the English words that have bee used are precise which makes it easy to capture the attention of the online newspaper readers. It is also important to note that the use of simple words is common in most of the English advertisements. This is compared to the Arabic advertisements which is usually lengthy and it has a lot of words. The use of the simple language is therefore an important strategy in creating an understanding among the English users. It is also important to note that the strategies are important in targeting the global customers who are English speakers. Most of the English speakers may not spend much time on reading the advertisements and hence the use of the simple words that captures the attention of the readers. The use of English in the online advertisements is on the increase which is an indication that the companies in Saudi Arabia are targeting the English speaking customers. In all the advertisements, the English words are brief or simple. This is compared to the Arabic words in the advertisements. This is an indication that although the companies are targeting the English speaking customers, they also want to maintain the Arabic identity in the products. On the other hand, it is also important to note that the advertisements are easy to spot when reading the online newspaper. The use of this medium to carry out the advertisements is due to the high number of internet users (Mehawesh, 2013). The use of the internet has been on the increase in most parts of the world. On the other hand, most of the internet users are English speakers which have contributed to the increase in the use of English words in the Arabic products. Through the use of the English word in the advertisements, it is easy to understand the contents or nature of the products. In the six advertisements, it is easy to know what the products are about due to the use of the English words in the Arabic products. The literature review also supports the fact that the English speakers are able to know more about the Arabic companies due to the English translations. According to the literature review, most of the advertisements that have been translated have increased the awareness among the global customers. The use of English in the advertisements also indicates that the companies are targeting the global customers. This is considering that the online newspaper is usually read by the global customers. Globalization is one of the main factors that have contributed to the use of English word and slogans in the advertisements according to the literature review. This is also evident in the six advertisements as they do not just target the Arabic customers but the global customers. The trend is thus changing and more focus is being placed on advertising using both the English and Arabic language. The use of English in the translations plays an important role in ensuring that the customers who are based in other parts of the world are able to know about the products in the Arabic market (Barati, 2013). This is an indication that the concepts of globalization are influencing the decision of the Arabic companies to market their products to the English speaking customers. On the other hand, the use of English words and slogans breaks the language barrier between the Arabic customers and the English customers. This has contributed to a better understanding of the advertisements in found on the internet. The use of English language plays an essential role in widening the market for the Arabic customers and hence enhancing the globalization process. The online Arabic newspaper is also an important communication channel that the companies use to reach out to the global customers in the market. The literature review highlights an important concept of loan words and borrowing. This has contributed to the use of English in the Arabic advertisements. However, this concept has not been used in the six advertisements. This is mainly due to the nature of the words that have been used in the advertisement. The trend in advertisement is clearly shifting for the purpose of reaching out to diverse customers (Ashqar, 2014). The literature reviews highlights that the use of English words in Arabic advertisements is also for the purposes of dealing with the diverse customers in the globe. On the other hand, the use of English in the six advertisements indicates that the process is effective in terms of reaching a high number of customers. The high number of people speaking English has also contributed to the use of English words and slogans in the Arabic advertisements. This has played an essential role in achieving the aim of reaching a high number of customers in the market. The success of an advertisement is depends on the number of people who will be able to receive the information. The high number of people accessing the site from different parts of the world also contributes to the increased access to the advertisements throughout the globe. The increase us of the English words and slogans in the Arabic advertisements also indicates that it is receiving a positive perception from the customers. This is an indication that the companies in Saudi Arabia will continue using the English words and slogans in the Arabic advertisements. Limitations and future directions of the research The research only focused on one aspect of advertisement and hence limiting the data collected. On the other hand, the research did not focus much on the perception of the customers towards the advertisement which has impacted negatively o the research. Future research should involve collection of data regarding the response of the customers towards the advertisements. This is for the purposes of determining the effectiveness of the advertisements. Advertisements using multiple sources should also be sample for the purposes of ensuring that different advertisements are analyzed. Conclusion In conclusion, it is evident that the concepts of using English words and slogan in the Arabic advertisements are increasingly becoming popular. Globalization has forced many companies to focus on the global customers. This has necessitated the use English which has a high number of speakers in different parts of the world. The advertisement through the use of the online newspapers is also due to the rise in the use of the internet in most parts of the world. Most of the internet users are also English speakers which has encouraged most of the companies to consider the use of English words in the advertisements. The methodology that was used during the research was also important in obtaining six advertisements from The Daily Arab News which is an Arabic online newspaper. The six advertisements indicate that the use of English in the Arabic advertisements is common. It is also evident that the concepts of globalization have played an important role in enhancing the concepts of using the English language in the Arabic advertisements. The English words are usually brief and in some instance a single word. This is because the companies still intend to keep the Arabic identity. It is also evident that the use of English words and slogans will increase in future. A high number of people have also been reached through the use of the English words in the Arabic advertisements. References Al Agha, B. A. A. (2009). The translation of fast food advertising texts from English to Arabic. University of South Africa. Ashabai, D. (2012). Identity construction and code switching in English newspaper advertisements/Deborah Ashabai S. Fredericks John (Doctoral dissertation, University of Malaya). Camiciottoli, B. C. (2013). Business English as a Lingua Franca in Advertising Texts in the Arabian Gulf Analyzing the Attitudes of the Emirati Community. Journal of Business and Technical Communication, 27(3), 329-352. Ulvydienė, L. (2014). Psychology of Translation in Cross-cultural Interaction. Procedia-Social and Behavioral Sciences, 116, 217-226. Mehawesh, M. I. (2013). Grammatical Parallelism in the Translation of Advertising Texts with Particular Reference to English and Arabic. Asian Social Science, 9(10). Barati, H. (2013). Persian Translation of English Print Advertisements for Cosmetic and. The Iranian EFL Journal, 30, 320. Ashqar, A. (2014). Working without Words: The Methods of Translating Open Access Technological English Texts into Arabic. Linguistics and Literature Studies, 2(1), 1-10. Al-Khalifa, H. S. (2012). Design considerations for the localization of Arabic e-commerce websites. In Digital Information Management (ICDIM), 2012 Seventh International Conference on (pp. 331-335). IEEE. Appendices Arab Daily News. (2014). Food. Retrieved on 2 June 2, 2014 from Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Read More

On the other hand, it is also important to note the use of English in the Arabic advertisements is mainly for the purposes of enabling the companies to get in touch with the global customers. The use of English vocabularies therefore plays the role of attracting the attention of the majority of the people online who understand English. This has impacted positively on the process of creating awareness of the products and services of the Saudi Arabian companies that have gone global. The main strategy in most of the Arabic advertisements also involves the use of simple English words that captures the attention of the readers.

The use of English vocabularies and slogans in the online Arab advertisements has received a positive perception among the customers. This is because most of the customers feel that the Arabic identity of the products is still maintained while at the same time the customers who understand English are able to know about the products. The Arabic identity has not been affected by the use of English slogans and vocabularies for the purpose of advertisements. Through the use of the English language in the online Arabic advertisements, a high number of people have been attracted to the products in the global market.

The aim of promoting the Arabic products in the global market has been achieved through the use of the English vocabularies and slogans. This has contributed to the increase in the number of customers and hence impacting positively on the profitability of the companies. It is also important t to note that the use of the English vocabularies and slogans has not overshadowed the use of Arabic. This is because Arabic is still used in the advertisement. It is also important to note that some of the Arabic words have almost the same pronunciation and meaning as the English words (Ashabai, 2012).

Such words have been used widely in the advertisements and it has worked well in the advertisements. The customers as well as the Saudi Arabian companies therefore benefit from the process as it is convenient to both the customers and the companies. The use of the English words in the Arabic advertisements is relevant in the modern world due to the diverse nature of the customers. The diversity of the customers has encouraged most of the companies to be innovative. This resulted to the use of English words in the advertisements and it has been effective in terms of reaching out to the customers who understand the English language.

On the other hand the customers who understand the English language have been encouraged to purchase the Arabic products. Competition is an important aspect in business and it determines the ability of an organization to thrive in the market (Ulvydienė, 2014). The advertisement therefore plays an important role in ensuring that the companies are able to compete effectively in the market by creating the awareness among the diverse customers in the market. The Arabic companies have also discovered that English is becoming the first language or most of the people in the world.

This makes it the most spoken and used language throughout the globe. The use of the English language therefore plays an essential role in reaching out to a high number of people as compared to the use of Arabic language only. It is also easy to obtain the English words for use on advertisements due to the easy availability of the English translation software. On the other hand, it is also important to note that the most of the Arabic companies are increasingly achieving their aims of advertisement through the use of the English words.

Methodology The data was collected from the Arab daily News which is an important online electronic newspaper in Saudi Arabia. The data involved the collection of 6 advertisements in the food category that have English vocabularies or slogans. The advertisements were then analyzed for the purposes of determining the aims and objective of the research based on the research questions.

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