Linguistic analysis reveals dynamic construal operations driving translational creativity shifts in Arabic advertising slogans, highlighting a comprehensive cognitive translation model.
Key Points
To establish a cognitive linguistic framework for translational creativity using dynamic construals of meaning based on Croft and Cruse's classification of construal operations.
Reviewed existing cognitive linguistics models applied within Translation Studies.
Mapped creative translation shifts using William Croft and D. Alan Cruse's (2004) taxonomy of dynamic construal operations.
Analyzed Arabic translations of advertising slogans to demonstrate practical cognitive shifts in cross-linguistic meaning-making.
Dynamic construal operations comprehensively characterize translational creativity shifts without excluding critical cognitive processes neglected in earlier models.
Analysis of Arabic slogan translations shows that creative adaptations represent systematic, flexible re-construals of conceptual content to fit target language contexts.