Translation strategies of in-flight magazines of Gulf airlines

This paper examines translation strategies used in tourist articles in the in-flight magazines of three different Gulf-based airlines: ‘Reflections on Ramadan’ from Etihad Inflight magazine, ‘Destination Dhofar’ from Wings of Oman magazine and ‘London’ from Oryx magazine. The study also analyzed the translation strategies in the headlines of the cover pages of these magazines. The study shows that the translation strategies related to culturally-bound terms fill the gap between the ST and TT cultures. The translation strategies found regularly in the data are TL biased, and as follows: 1. transliteration or cultural borrowing with or without explanation; 2. cultural substitution; 3. translation by addition; and 4. translation by omission.