To Translate or not to Translate: The Case of Arabic and Foreign Shop Names

"To Translate or not to Translate: The Case of Arabic and Foreign Shop Names" by Reima Al-Jarf (King Saud University, Riyadh, Saudi Arabia) The translatability of shop names constitutes a problem for translation students. To find out the status of shop name translation in Saudi Arabia, a corpus of 500 shop names (clothing, accessories, beauty products, restaurants, cafes… etc.) was collected and analyzed to find out which shop names are translated, which are not, and which should be translated. Results showed that 24% of the shops have pure Arabic names, 25% have international brand names such as Starbucks, Burger King, McDonald's, Pizza Hut, Monsoon, Zara, Sony which are not translated, i.e., used as they are. 39% have English names created by the shop owners such as أو ﺑ ﺮﯾ ﺸﻦ ﻓ ﻼﻓ ﻞ , ﺑﺮ اﻧﺪ ﺳﻨﺘﺮ , ﺑﯿﺒ ﻲ ﺷ ﻮ ب which were not translated. Some foreign shop names were transliterated using Arabic letters although such names have Arabic equivalents as in دﻛ ﺘ ﻮرﻧﯿ ﻮﺗ ﺮﯾ ﺸﻦ , ﻧﺎﺗ ﺸ ﺮ ا ل ﺗﺎﺗ ﺶ , ﻧﺴﻜﺎﻓﯿﮫ دوﻟ ﺲ ﻗ ﻮﺳﺘ ﻮ , أد ﻓﻨﺘ ﻮرا , ﺟﺎ رﻟﯿ ﺸﻮز ﻻو ﻧ ﺞ , أﻣ ﯿ ﺮﯾ ﻜﺎ ن إﯾ ﺠﻞ أ وﺗﻔﺘ ﺮز , ﻛﯿ ﺴﺮ ي ﻛﺎﻓﯿ ﮫ , إﺳ ﺒ ﺮﯾ ﺖ , أﻛﺴﺴﻮرﯾ ﺰ , ﺑﺎﯾ ﻠﯿ ﺲ , ﺑﺎر ﺑ ﻜﯿ ﻮﺗ ﻮﻧﺎﯾ ﺖ . Names in this category should be translated as they were difficult for the subjects to decode. However, subjects could decode ﻣﺎ ﻛﺪوﻧﺎﻟ ﺪ ر، ﺑﯿ ﺮﻏﺮ ﻛﯿﻨ ﺞ، ھﺎ ردﯾ ﺰ، ﻛﻮﺳﺘﺎ، ﺳﺎ رﺑ ﻜ ﺲ . . Shop workers believe that use of foreign names without translation is more prestigious, attracts shoppers' attention more than Arabic names, and more customers can be reached. They also gave globalization factors that affect the preference for foreign words to Arabic equivalents and poor knowledge of Arabic equivalents, especially for new coinages. Guidelines for translating foreign and native shop names will be given based on the views of a sample of translation students and instructors. Biography: Prof. Reima Al-Jarf is professor of English and translation studies. She has 700 publications and conference presentations in 70 countries. She reviews Ph.D. theses, promotion works, conference and grant proposals, and articles for numerous peer-reviewed international journals including Web of Science and Scopus journals. She presented at ANS and CNS twice.

The Concept of “UL” (son, child) in Kazakh Anthroponomy

"The Concept of “UL” (son, child) in Kazakh Anthroponomy" by Zhazira Agabekova (Nazarabayev University, Astana, Kazakhstan) In the Kazakh language, there are many names with the root "ul" (meaning “son”, “child”), such as Ulbosyn (let it be a son), Ulzhalgas (next will be a son), Ultusyn (wishing to give birth to a son). These names are given if a family had only daughters, and with the intention that after several girls born in a family, the next child will be a boy (names that indicated the family's expectation of having boys). This is because historically, the boy was treated as the main breadwinner of the family and the protector of the people, the continuation of the generation, and the birth of a son in the family was important. This shows that the concept of patriarchy still prevails in Kazakh culture. Beyond that lies gender inequality. Although the number of names in the "ul" (son) context has decreased somewhat, the process has not stopped. This article hypothesizes that the use of names in the context of "ul" indicates that the role of men in the Kazakh society is higher than that of women. In order to prove it, linguistic lexemes and proverbs in the culture of the people are considered as the main linguistic facts. The number of these names changes in the different regions of Kazakhstan. These differences (frequency) are based not only on the population density, but also depends on the fact of observing Kazakhs traditions. The findings of this research will help better understand the concept of “ul”, and the analysis shows the importance of studying Kazakh names with root “ul”, which refers to existing gender inequality and gender norms in Kazakh society. Biography: Zhazira Agabekova is Assistant Professor of Nazarbayev University, Candidate of Philological Sciences. Her scientific area is Turkic Studies, Linguistics, Onomastics, Gender studies. Currently, Zhazira is focused on gender issues in onomastics. She is a member of the Onomastic Commission under the Government of the Republic of Kazakhstan.

Ludic Representation of Toponyms in Riddles

"Ludic Representation of Toponyms in Riddles" by Olga Chesnokova (RUDN University, Moscow, Russia) Each culture possesses riddles about toponyms. The hypothesis of this study is that riddles about cities and their names create a ludic image of toponyms, and each riddle text acts as a topographical image and a sign of collective memory, actively developing nowadays on the internet. The investigation of Spanish, Argentinian and Russian riddles about cities proves that they form a system of internal architectonics and create a ludic image in the range from the direct question “What city”: What city is located on 101 islands? (Saint-Petersburg), to diverse metaphors and personifications: En el mapa de Argentina ¿cuál es la provincia que nunca camina?’ (Salta), and complex sound symbols riddles with a fictional plot: El rey Alí /Fue con su can/A tomar té/¿a qué ciudad? (Alicante). Riddles about cities typically praise the cities; no critical or derogatory features of the ludic descriptions were found. The city image in riddles is always positive and combines real topographical features, elements of touristic discourse, cultural associations; all together creating a system of topographic images on the principles of direct questions, polysemy, homonymy, folk etymology, sound symbolism, and allusions to well-known proverbs. Descriptive riddles are typical for all studied cultures; however, a greater diversity was found for the Spanish and Argentinian cultures. Riddles based on sound symbolism are also more characteristic of the Hispanic tradition, which is obviously due to the letter-sound structure of the Spanish place names. Biography: Olga Chesnokova (Doctor in Romance Philology) is Full-time Spanish Professor at the Department of Foreign Languages at RUDN University and author of more than 200 publications on Hispanic Onomastics, Literary Text translation, and particularities of Spanish in Latin America.

American and Russian Nicknames of Persons

"American and Russian Nicknames of Persons, Motivated by a Combination of Linguistic and Extralinguistic Factors" by Anna Tsepkova (Novosibirsk State Pedagogical University, Russia) Nicknames of persons coined by means of mixing linguistic and extralinguistic motives form a unique group of unconventional anthroponyms performing identifying and characterizing functions by means of combining a person’s official name with lexemes referring to qualities, attributes, situations associated with nickname-bearers. These nicknames are formed by means of: a) substituting a name by an appellative sounding similar (false etymology): Madison from Maddie + “always mad at something” (US); Парадокс / Paradox from Paradovsky + an irregular person (Rus); b) substituting a last name by an appellative reviving its etymology: Blood from Trueblood + “a cool head under stressful situations” (US); Goose from Goosev + appearance (Rus); c) blending a name with an appellative: Encyclo'pete'ia from Pete + “no matter what you talked about he thought he was an expert on it...” (US); Olgushonok from Olga + lyagushka [frog]: cold limbs (Rus); d) inevitable associations with a famous name / person: Marco Polo from Mark + “always looking for an adventure” (US); e) meaningful abbreviations of first, middle/patronymic, last names: M&M: “because I love M&Ms and m is the first letter in my first and last name” (US); ОМ from initials of the teacher of physics / reference to Ohm (Rus). If small in number (46 nicknames / 5.5% in the American sample; 54 / 1.5% in the Russian sample), this group is the most diverse in terms of coinage patterns, demonstrating the phenomenon of linguistic creativity, aimed at catching and carrying multifaceted audio-visual and emotional experiences of human interaction. Biography: Anna Tsepkova is an Associate Professor in the English Language Department at Novosibirsk State Pedagogical University (Siberian region of Russia) and has a PhD in Philology. She is a Fulbright Alumna, a member of ICOS and the ANS. She is currently working on “A Cross-Cultural Dictionary of American and Russian Nicknames”