The impact of English-Shona translation of adverts on consumer attitudes in Zimbabwe
Abstract
This study aims to explore and investigate translation procedures and how linguistic and cultural adaptation affects communication and marketing outcomes on consumer attitudes and behaviors in Zimbabwe.
To answer pertinent questions, the study adopted a mixed-method research design, combining qualitative corpus analysis and quantitative data from questionnaires. Two different questionnaires were administered to different groups, and English-to-Shona translated adverts were collected. The study made use of participant observation and responses from both company representatives and consumers were analyzed. The study is grounded in the Skopos, communicative, and appropriateness theories to understand the interplay between translation strategies and marketing goals. Results of the study revealed that Shona translations frequently employ techniques such as cultural adaptation, modulation, and reformulation to achieve linguistic and cultural equivalence. However, the impact on consumer engagement varies, with 80% of surveyed consumers occasionally influenced by Shona advertisements.
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