This study investigates code-switching in Algerian advertising discourse and its impact on Arabic-speaking audiences. It addresses questions, such as: What does the Algerian Arabic-speaking receiver lose when watching Algerian advertisements? Can the audio and visual elements compensate for what this advertising discourse fails to convey? The research first outlines the theoretical framework by discussing advertising goals and the interplay between multilingualism and code-switching.

This paper attempts to unveil the way translators deal with hedges when rendering linguistic papers from English into Arabic and the extent of cultural filtering at work, if any. To answer this overarching question, this paper adopts a contrastive pragmatic approach.

The study finds that quality standards and academic assessment mechanisms need to be aligned with market needs through valid and measurable criteria and authentic assessment tasks that explicitly reflect professional constraints.

Machine translation has become a central concern in contemporary translation studies, raising debates about its accuracy, limitations, and potential to complement rather than replace human translation. This study evaluates the quality of MateCat"s machine translation of Amr Abdelhamid"s fantasy novel, Land of Zicola. This work poses unique challenges due to its imaginative setting and culture-specific elements. The research applies the Horguelin and Pharand (2009) approach to revise MateCat"s outputs into English and French, assessing their accuracy through selected samples. After outlining key theoretical and conceptual aspects of revision, the study conducts an applied analysis to compare both translations.

This research paper aims to answer the question: Can human translators be replaced in the age of artificial intelligence? And that by comparing machine translations by “ChatGPT-4” (paid version) with human translations across a various selected samples including poetic and prose texts, phrases and terms translated from Arabic to English, and vice versa. The findings highlight the various advantages of “AI translation,” such as the enhanced accuracy and linguistic fluency. However, these outputs still rely strongly on continuous human updating; moreover, most of the outputs produced are based on existing human translations stored on AI"s data-bases with minor modifications. Therefore, human translators remain essential in the translation process until today.

This article examines documentation in medical translation, which is a cognitive and institutional practice designed to enhance terminological accuracy and ensure conceptual consistency in highly sensitive contexts. Drawing on functional approaches, such as Skopos Theory, and practical examples from the Algerian context, the study highlights documentation as a methodological tool that enables translators to make well-informed decisions attentive to clinical settings, legal frameworks, and cultural specificities.

UNESCO World Heritage Sites represent invaluable cultural and natural legacies, each bearing unique historical and environmental significance. Their preservation and accessibility rely on precise multilingual documentation, where translation plays a crucial role. This paper examines the concept of Archaeological Translation and its contribution to safeguarding and promoting heritage sites across generations. More than mere linguistic transfer, this specialized translation requires a deep understanding of historically charged terminology and cultural context. Translators act as cultural mediators, ensuring that the identity and significance of these sites are accurately conveyed.

This study explores, theoretically and practically, the relationship between translation and environmental literature. It outlines the field’s concept, origins, development and profiles. Besides its major figures and aesthetic features, it clarifies the role of ecocriticism in textual interpretation. It, then, examines the translation of environmental literature and analyzes its challenges rendering ecological imagery, its local dialects, translating culture-specific environmental elements and voicing nature in the target language. The findings indicate that translating environmental literature is a complex art, rather than a technical procedure: it requires dual competence in the source text’s ecological cultural sensitivities and the expressive resources of the target language.

This research paper presents a comprehensive study of norms-based skopos in legal translation between Arabic and English, aiming to highlight the legal translation norms via the skopos theory. The problem is whether the skopos in legal translation is the source or the target text-oriented, and which norms a translator can retain to align the skopos. Through the empirical study, the paper examines the norms-governed activity based on a previous theoretical background applicable to English and Arabic legal texts. The findings reveal that translation choices should be guided by the intention beyond the target text, with the translator who shapes the translation to attain the specific purpose of the ultimate document. Actually, it contributes to a deeper understanding of legal texts"principles.

This study explores the impact of etymology on understanding the foreign terms mentioned in Holy Quran by examining their linguistic and cultural origins and development, and highlighting the role of this understanding in accurately interpreting and translating Quranic texts into English. It also sheds some light on the efforts of Dr. Taqi Al-Din Al-Hilali and Dr. Mohammad Mohsin Khan in translating the meanings of Holy Quran into English. Their translation has adopted a methodology that combines lexical translation with contextual interpretation. Selected samples of this translation are analyzed to reveal how they approached foreign terms, with reference to their use of marginal annotations based on reliable classical sources.

The teaching of civilization courses for translators is a key component of/in their education. It underscores the vital relationship between cultural competence and linguistic proficiency. Translators are expected not only to transfer words between languages but also to bridge cultural gaps, adapt differences, and preserve the context of the source material. This responsibility enhances cultural intelligence and competence, making civilization courses indispensable for translators. However, with the integration of the LMD system, Algerian universities gradually excluded civilization courses, focusing, instead, on linguistic competences, translation techniques, and strategies related to the new specializations of translation.

This research paper aims to highlight the most important features of the guiding strategy in the electronic advertising discourse of Emirates Airlines and the methods of translating it. The guiding strategy is considered as one of the most important communication strategies that this company relies on to deliver its advertising messages to its target audience. These advertising messages depend on creating a world where travel is all about pleasure and luxury, and an atmosphere that combines distinction and excitement, thus seeking leadership and global competition.

Translating digital journalism is a major dilemma in modern translation studies. Allegory, described as a culturally rooted symbolic narrative device, plays a pivotal role in framing public opinion, and reinforcing ideological positions. The present study inspects the way allegories are functionally modified to meet the requirements of the TL audience while preserving their figurative power. In terms of methodology, the research attempts to coalesce a purpose-oriented qualitative analysis of strategies with a review of the relevant literature on news translation. A study of practical examples demonstrates that the choice of strategy—whether direct transfer, substitution, or clarification through paraphrase—depends on the extent to which it achieves the desired functional efficiency. The findings reveal the role allegories play in the context of digital journalism, and how translation strategies—communicatively shaped by their purpose—mediate the transmission of symbolic meaning across global media platforms. The research emphasizes the centrality of "Skopos Theory" as a fundamental frame of reference for unraveling the complex and teleological nature of allegory translation in multimedia texts.

This article offers a reflection on the strengths and limitations of digital tools dedicated to translation. It examines the integration of computer-assisted translation (CAT) methods combined with artificial intelligence (AI), highlighting their ability to optimize the work of professionals and make multilingual content more widely accessible, particularly in English, Chinese, and Russian. Nevertheless, the use of these tools raises questions regarding the qualitative reliability of translations, both in terms of cultural subtleties and the implications for the practice and profession of human translators.