Advertisement Transcreation For Saudi Arabia: A case study

Abstract

In today's interconnected world, advertising can transcend geographical boundaries and engage with diverse audiences. However, as advertisements traverse cultural frontiers, the significance of transcreation in cross-cultural communication becomes increasingly apparent. Transcreation, involves tailoring the advertisement message to suit the audience of a particular target culture.Transcreators are required to navigate the nuances of different cultures to create effective advertisements. It is imperative to understand the target culture to ensure that the advertisement resonates with them and ultimately achieves the original purpose of the advertisement. Consequently, when transcreating advertisements for Saudi customers, it is essential to consider Saudi cultural norms, religious sensitivities, and societal expectations. This case study delves into the successful transcreation of an American advertisement for Amazon's voice assistant, Alexa, tailored specifically for the Saudi Arabian market. The chosen Saudi advertisement has garnered significant positive feedback for skilfully incorporating cultural elements that align with the research's objectives. The study thoroughly explores the evolving Saudi culture, examining the various aspects of a successful advertisement transcreation designed to resonate deeply with the target Saudi audience. The carefully curated advertisement effectively conveys its intended messages by embracing cultural relevance. Additionally, it serves as a reflection of the societal changes following the implementation of the Saudi 2030 Vision. To critically analyse the advertisement's cultural elements, a semiotic analysis delves into the contextual foundations of the transcreated advertisement. This case study aims to offer valuable insights for transcreators seeking to understand the nuances of Saudi culture.