Smurfing beyond translation

Abstract This study investigates localization strategies in the Arabic dubbing of The Smurfs animated series, focusing on the translation of idiomatic expressions and cultural references through a relevance-theoretical lens. By analyzing dubbed episodes, the research explores how translation optimizes relevance by balancing cognitive effects and processing effort in cultural and linguistic adaptation. The investigation centers on references to cultural heritage and the idiomatic usage of language. The findings reveal a sophisticated dubbing process that transcends literal translation, demonstrating how translators manipulate the cognitive environment to achieve optimal relevance. Dubbing emerges as a vehicle for cultural affirmation and cross-cultural communication, carefully managing cognitive effort while maximizing contextual effects. The study suggests that relevance-theoretical principles can create globally appealing content that resonates locally, despite limitations in accounting for the linguistic diversity across Arabic-speaking regions.