The impact of cultural nuances on Nigerian Pidgin translation in advertising campaigns
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Background of the study
This study explores the impact of cultural nuances on Nigerian Pidgin translation within advertising campaigns, an area critical to effective marketing and audience engagement. Nigerian Pidgin, with its rich colloquial expressions and cultural idioms, serves as a bridge between formal language and everyday communication (Okoro, 2023). Advertisers increasingly use Nigerian Pidgin to resonate with diverse audiences by incorporating local humor, proverbs, and cultural references that foster relatability. However, translating advertising messages into Nigerian Pidgin involves significant challenges, as translators must capture both the literal meaning and the cultural subtext embedded in the original message. The study employs content analysis of advertising campaigns, surveys of consumer responses, and interviews with translation professionals. It examines how cultural nuances influence the effectiveness of translated messages, assessing whether these translations enhance brand identity and consumer connection. The findings aim to provide guidelines for advertisers and translators to develop culturally nuanced translations that maximize the impact of advertising campaigns (Okoro, 2023).
Statement of the problem
Despite the strategic use of Nigerian Pidgin in advertising, translations often fail to capture the full range of cultural nuances, leading to misinterpretation and reduced campaign effectiveness (Okoro, 2023). Advertisers and translators encounter difficulties in balancing literal translation with the need for culturally resonant messaging. This gap results in advertising content that may not engage the target audience effectively, thereby compromising brand messaging. The study seeks to identify these challenges and evaluate the impact of cultural nuances on translation quality in advertising, with the aim of recommending strategies to improve the overall effectiveness of Nigerian Pidgin translations in marketing campaigns (Okoro, 2023).
Objectives of the study:
To evaluate the influence of cultural nuances on Nigerian Pidgin translations in advertising.
To identify challenges in conveying cultural context in translated messages.
To propose strategies for enhancing translation effectiveness in advertising campaigns.
Research questions:
How do cultural nuances affect Nigerian Pidgin translation in advertising?
What challenges do translators face in this context?
What measures can improve the cultural resonance of translated advertising content?
Significance of the study
This study is significant as it examines the role of cultural nuances in Nigerian Pidgin translations used in advertising, offering insights that can improve marketing effectiveness and consumer engagement. The findings will assist advertisers and translators in crafting culturally sensitive and impactful campaigns (Okoro, 2023).
Scope and limitations of the study:
This study is limited to evaluating Nigerian Pidgin translation in advertising campaigns, focusing on content analysis and stakeholder interviews in selected markets.
Definitions of terms:
Cultural nuances: Subtle cultural meanings and references in language.
Advertising campaigns: Organized efforts to promote products or services.
Nigerian Pidgin: A creole language widely used in Nigeria for informal communication.
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