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English to Arabic translations [PRO] Bus/Financial - Law: Contract(s)
English term or phrase:above-the-line
this adjective came as a modifier to media, the context was:
the company will pay 55% of the costs which will be in the form of the above-the-line media.
Above-the-line
A term applying to main media expenditure, TV, print, radio, outdoor, cinema and its traditional accounting treatment. Now used for all traditional media expenses incurred through an agency; mainly used to create, maintain, brand awareness/interest.
احترت كثيرا في الاختيار ولقد سلمت المشروع بعد أن ترجمتها مصاريف الإعلان في وسائل الإعلام التقليدية ولكن مصاريف إعلامية اقتراح مختصر وقد يكون هو المقصود بتلك العبارة بالفعل. 4 KudoZ points were awarded for this answer
بل أقول الإعلان فقط ، فهناك فارق هام بين الدعاية والإعلان
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Answers
1 hr confidence:
إعلانات للعلامات/للماركات التجارية
Explanation: Above the line (ATL) is an advertising technique using mass media to promote brands. Major above-the-line techniques include TV and radio advertising, web and internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from BTL (Below the line), that believes in unconventional brand-building strategies, such as direct mail and printed media(usually involve no motion graphics). The ATL strategy makes use of current media: television, radio, Outdoor Monitor,and internet.
Explanation: تسمى الدعاية والإعلان بهذا المسمى لوجود نوعين من الأنشطة في هذا المجال. أولهما الإعلان بالوسائل التقليدية من تليفزيون وراديو وإعلانات الصحف ، وهو المقصود هنا. أما الدعاية فهي كل ما هو غير ذلك من لافتات ولوحات وهدايا ترويجية والبريد.
Above the line (ATL) is an advertising technique using mass media to promote brands. Major above-the-line techniques include TV and radio advertising, web and internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from BTL (Below the line), that believes in unconventional brand-building strategies, such as direct mail and printed media(usually involve no motion graphics). The ATL strategy makes use of current media: television, radio, Outdoor Monitor,and internet.
The term comes from accountancy and is to do with the way in which Procter and Gamble, one of the world’s biggest clients, were charged for their media in the 1950s and 1960s. Advertising agencies made so much commission from booking media for clients that the creative generation and actual production costs of making TV ads was free - hence above the line. Everything else they paid for and was therefore below the line.
Hugh Lester United States Local time: 15:29 Native speaker of: Arabic, English
Notes to answerer
Asker: هل نستطيع أن نقول الدعاية بواسطة وسائل الإعلام بدلا من الإعلان فوق الخط التي لن يفهمها القارئ العربي.
Asker: Thank you for the clarification.
Asker: عبارة فوق الخط غير مفهومة لنا تماما كقراء عرب، لذا أري بعد كل ما سلف من مناقشات مع الزملاء ومن واقع خبرتك العريضة في هذا المجال فأرجو أن تفيدني في التالي: الإعلان بوسائل الإعلام التقليدية (التليفزيون، الإذاعة، إلخ)
Explanation: بمعنى أنها ليست من وسائل الاعلام المغمورة التي باكاد يعلم بوجودها أحد خارج دائرتها المباشرة. فمثلا جريدة الشرق الأوسط أو جريدة الحياة من وسائل الإعلام العربية المشهورة في العالم العربي بينما فاينانشال تايز أو وول ستريت جورنال مشهورة عالميا، وفي المقابل نجد جريدة مثل جريدة الندوة أو بورنمث إيكو من وسائل الإعلام المغمورة المحصور توزيعها في رقعة ضيقة
Mohsin Alabdali Saudi Arabia Local time: 22:29 Specializes in field Native speaker of: Arabic PRO pts in category: 39
Explanation: Many definitons were found for "Above the Line"
Above the Line
Advertising for which a payment is made and for which commission is paid to the advertising agency.
ABOVE THE LINE: Advertising using high profile media such as television and newspapers
Above the Line
Used to describe 'traditional' marketing activities that do not require a direct response but instead build awareness of goods or services, e.g. television and radio, posters and press.
By combining these definitions may be it is better to translate it
سوف تقوم الشرکة بدفع 55٪ من التکالیف و ذللك فی صورة الدعایة و الاعلان
samargawad Local time: 21:29 Native speaker of: Arabic, Urdu PRO pts in category: 20
Above-the-line
A term applying to main media expenditure, TV, print, radio, outdoor, cinema and its traditional accounting treatment. Now used for all traditional media expenses incurred through an agency; mainly used to create, maintain, brand awareness/interest.
ahmadwadan.com Kuwait Local time: 22:29 Specializes in field Native speaker of: Arabic PRO pts in category: 48 1 corroborated select project in this pair and field
Grading comment
احترت كثيرا في الاختيار ولقد سلمت المشروع بعد أن ترجمتها مصاريف الإعلان في وسائل الإعلام التقليدية ولكن مصاريف إعلامية اقتراح مختصر وقد يكون هو المقصود بتلك العبارة بالفعل.
Notes to answerer
Asker: لماذا لا نقول مصاريف الإعلان في وسائل الإعلام؟
The translation workplace 
