Why use The Arabists?
To fully appreciate
the advantages of working with The Arabists,
allow us to take you through some interesting
observations of the market out there, then
take you through our strengths one at a
time so you can see how we compare.
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Are
you getting what you paid for?
The more we see out there,
the more convinced we are that "respect"
is something we at The Arabists should brag
about. On TV, in the press, in print and even
in simple direct translations, we see such mediocre
standards of Arabic language proficiency, let
alone skill or flair, that makes us convinced
many clients are being short-changed. Worst
of all, when the error is made public, some
so-called writers blame the client for having
signed off the copy. We won't go into judging
creative, and not even grammar; so below are
some examples of recent spelling mistakes.
Print
How would you feel if your
copywriter made a spelling mistake in a three-word
headline? Even if that mistake was a mere typo,
how could the copywriter have missed it? A recent
campaign in the UAE press for weeks ran as a
newspaper double-spread with no copy save for
a headline of just 3 words. The campaign in
the Arabic press ran for weeks. Still, the spelling
mistake wasn't corrected, because it wasn't
caught. It wasn't caught because the so-called
copywriter didn't know it was a mistake to start
with.
Outdoor
Or how about that bridge-banner
on Sheikh Zayed Road (the main highway in Dubai
for those who don't know). There were 4 words
in that banner, only four, and yet one of them
was spelt incorrectly! That mistake was made
not in a dense paragraph of body copy, but in
a 4-word headline!
TV
Or that TV commercial where
the name of a city was written phonetically
(not strictly wrong), when that city has, for
at least 500 years, had an Arabic name which
everybody knows and recognizes by just looking
at the word?
PR
Or that now-famous press
release announcing the financial results of
a major corporation. The translator translated
"settlement" as a place where people settle
and live! How could he/she have missed the CONTEXT
of the press release? It was talking financials,
so there was no way "settlement" could have
been interpreted in that way.
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